Repositioning the brand
To improve its position in the highly competitive financial services market, the bank recognised the need to align its brands, communications and experiences to a corporate DNA, purpose and values. Our role was to reposition the brand and work across the business to align and integrate brands, experiences and communications.
Delivering against the promise
We spoke to customers and employees and identified that the biggest issue with the category was that banks kept making big emotive promises in their advertising and trying to add value through services, but weren’t delivering the basics – such as long phone queues, opening hours and chasing answers to questions.
In order to do things differently to other banks, we had to prove to customers we were fixing the basics – by identifying the most important experiences through research, in conjunction with the customer experience team, and communicating them through our advertising.
This involved shifting the brand from tri-brand to one brand; developing the brand advertising and media, sponsorships/ PR and identity; developing product/ service innovation funnel and working with all business areas to guide their communications; working with People & Culture to develop the employer brand across Westpac Retail, Investment Banking and BT; and with Branch Network to redefine the branch experience.
Change management, stakeholder and employee engagement presentations, workshops and communications were developed throughout.