Brand and Verbal Strategy
The brand strategy for first direct was based on our understanding of their customers' psychology, and formed around the idea of providing Financial Wellbeing.
Under siege from up-and-coming fintech competition, we recommended first direct leverage their USP – going above and beyond – to retain a competitive advantage.
By looking after their customers as well as looking after their money, first direct provide both an emotional and a rational benefit. Given their record of exceptional customer service and innovative ways of banking, they were uniquely positioned to deliver personal trust as well as transactional trust.
The brand strategy was then transformed into a Verbal Strategy that played to the audience drivers, and this was applied to their internal and corporate comms.