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How to: Deliver a successful rebrand in the banking sector

Vince Kerrigan, strategic solutions manager at Vital Communications, shares his thoughts on some key factors that influence the delivery of a successful rebrand

Rebranding activity in the banking sector is steadily increasing as more financial institutions face instruction from the European Commission to sell off branches. RBS is the latest bank to announce its rebrand, following in the footsteps of HSBC UK and others, as part of a move to rebuild brand loyalty and customer trust following the financial crisis.

During any time of change, risks surrounding customer and staff retention, as well as the future of the business, are heightened. Therefore, knowing that behind a name change or new logo there is a well-considered plan to deliver a brand strategy that will support the organisation’s growth is critical.