"Whilst our previous brand resonated well, it didn’t reflect the bold, enterprising spirit of our Go-Getters."
The new brand assets will be rolled out throughout 2017, and will include a new logo, imagery and strapline; Banking for the Bold.
The positioning was developed by BBH’s brand and growth consultancy, ZAG following research with 2,000 customers, brokers and prospects.
Pamela Brown, Aldermore’s Marketing Director, said: “The evolution of our brand strategy reflects the extensive conversations we have had with our customers over the last year, about their lives and attitudes to banking. Whilst our previous brand resonated well, it didn’t reflect the bold, enterprising spirit of our Go-Getters. Therefore we have taken a bold step to develop a new brand purpose and distinctive identity to better reflect what we do, which is to help people seek and seize opportunities.”
Aran Potkin, Head of Strategy for ZAG, commented: “We are on an exciting journey with Aldermore. They want to reinvent the relationship people, especially entrepreneurs, the self-employed and SMEs have with their bank – one of partnership and respect. Our work on the brand is the first step on the journey to that.”
