Legal & General targets consumers with personable brand

Legal & General: carried out £4.8m re-brand
Legal & General: carried out £4.8m re-brand

Financial-services brand Legal & General is looking to present a more personable positioning to consumers and differentiate itself from competitors.

The company is understood to be gearing up for its biggest direct-to-consumer push in several years, using a combination of direct marketing and digital activity. It aims to more aggressively promote its 'Every day matters' brand strategy, unveiled in 2009.

Legal & General has been working with branding agency Smith & Milton since 2007 to create a single brand positioning across its customerand broker-facing businesses.

Its 'Every day matters' strategy is based on the importance of its products in helping customers on a day-to-day basis. Marketing materials such as brochures also aim to better reflect customers' lives, including the use of 'unsanitised' images.

Having spent the past few years working to engage the company's 6000 staff with the positioning, which cost £4.8m to develop, the aim is to improve public brand awareness.

Legal & General's head of brand and websites, Richard Nunn, said it is important for it to promote the contribution it makes to consumers' lives. 'Our organising thought of "Every Day Matters" is central to our business strategy and is the platform to drive cultural change, so that when we do business we think about the things that matter to people every single day,' said Nunn.

He added: 'We understand real lives and moments that matter to our customers each and every day and we don't attempt to filter reality or tidy it up around the edges in our visual identity. We're aware of the customer we're addressing, and we reflect their lives back to them so that they can see that their needs are at the heart of our business.'

When asked about Legal & General's brand, chief executive Tim Breedon has previously stated: 'A question such as "What does Legal & General do that's different from other providers?" generally leads to a puzzled silence. I'd like to change this. I would like to create a meaningful brand aligned with our business strategy.'

The change in strategy is partly driven by forthcoming changes to the law, which will mean independent financial advisers must declare any commission they receive from financial-services providers. As a result, brands in the sector are more eager to raise awareness among consumers.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message