Why Standard Chartered is refreshing its global brand identity ...

Banking giant Standard Chartered is refreshing its branding identity globally after eight years to tackle the problems that stand in the way ... Skiptocontent CloseAd InDepth WhyStandardCharteredisrefreshingitsglobalbrandidentityaftereightyears ByShawnLim - April30,2018 PlanningforthenewbrandidentitytookoveroneandahalfyearandsawStandardCharteredlaunchedinterviewsandworkshops. TRENDINGTODAY BankinggiantStandardCharteredisrefreshingitsbrandingidentitygloballyaftereightyearstotackletheproblemsthatstandinthewayofglobalprosperityandcommerce.Originallycalled‘Hereforgood’whenitwaslaunchedin2010,thebankwantedtoshowhowitcouldbeaforceforgoodbypromotingeconomicactivitythathasapositivesocialimpact.Itsnewbrandcampaign,titled‘Goodenoughwillneverchangetheworld’,aimstobuildontheprogressthat‘Hereforgood’hasmade. Reflectingonwhatthebankachievedwith‘Hereforgood’,EmmaSheller,globalheadofbrandandmarketingatStandardChartered,toldTheDrumtheidentityisnowsostronglyassociatedwiththebank,ithasfueledgrowingawarenessofthebankacrossmarketsitisinpresently.Shealsoclaimedthatitisnowoftenmentionedasareasonwhypeoplechoosetojoinorstaywiththebankasemployeesorasclients.“Thenewcampaignretainstheoriginalbrandpromisebutadds‘Goodenoughwillneverchangetheworld’,therebysharpeningourfocusonhowbankscanhelptacklesomeoftheproblemsthatstandinthewayofglobalprosperityandcommerce,”sheadded. PlanningforthenewbrandidentitytookoveroneandahalfyearandsawStandardCharteredlaunchedinterviewsandworkshopswithitsclientsand85,000employeesthatdeepdivedintothevaluesunderpinningthebankand‘Hereforgood’.Shellerrevealedthatthroughtheinterviews,whichwereheldacrossKenya,HongKong,Malaysia,SingaporeandtheUK,thebankrealisedclientsfeltthat‘Hereforgood’resonatedwiththem,buttherewerethingsitcoulddotosharpenitsfocus.Foremployees,Shellerexplainedthatthrough3,500employeeswhoattendedworkshopsacrossmarketsincludingKenya,India,HongKong,UK,UAE,PakistanandNigeria,itfound‘HereforGood’trulydefinedthebankandresonatedwithourstaff.“InSeptember2017,72,000employees(90%ofourstaff)tookpartinabank-wideemployeesurvey.Theresultspointedtothreecorevaluesthatourcolleaguesweremostinvestedin.Therespondentswerealsotaskedtodescribewhatthesevalueswouldlooklikeinpractice.Wecapturedtheseasthenewinternalvalues:‘Neversettle’,‘Dotherightthing’and‘Bettertogether’,”shesaid.Throughtheinterviewsandworkshops,thebanksettledon‘Goodenoughwillneverchangetheworld’,whichstatesitscommitmenttopromotingsocialandeconomicdevelopmentthroughitscorebusinessofbankingbytacklingproblemsfacingglobalprosperityandcommerce,explainedSheller.“Wefocusonthreekeyareas:contributingtosustainableeconomicgrowth-forexamplesupportingentrepreneurs,suchasToyeast,(anunconventionalandhighlysuccessfulHongKongtoycompanythatStandardCharteredsupportedwhennobodyelsewould),beingaresponsiblecompanyandinvestingincommunities.Forexample,InKenya,wearehelpingconnectsmallcommunitiestoreliableelectricitybyfinancinganinnovativeportablesolarpowercompany,”shesaid.“Atthesametime,we’redeterminedtominimiseourenvironmentalimpact,promotehealthandeducationprogrammesandempowerwomen.”Promotionforthe‘Goodenoughwillneverchangetheworld’campaignwillseethebankshowcaseaseriesofinspirationalshortfilmsfeaturingpeoplewhoaccomplishedextraordinarythingsbecausetheywouldn’tsettlefor‘goodenough’,likeJamaicansprinterandOlympicchampionUsainBolt.AdditionalvideoswillsharestoriesofhowcompaniesandclientsareovercomingobstaclestodeliverstrongerperformanceormakeadifferenceinemergingmarketsacrossAfrica,AsiaandtheMiddleEast.Asidefromthevideos,Shellersharedthataspartofthenewbrandidentity,thebankwillbeinnovatingwithdigitaltechnologytogiveclientsmorechoices,havinglaunchedtheIvoryCoast’sfirstdigital-onlybank.Itwillalsoharnessthepowerofnewtechnologieslikeartificialintelligence,chatbots,blockchainandfinancialtechnologytomakebankingbetter.Diversitywillalsobeakeyarea,suchasincreasingtheinclusionofwomeninseniormanagementroles,aswellasenvironmentalissueslikecuttingcarbonemissionsfromitspropertiesandusingsolarpowerandcarbon-neutralfuelstorunbranches. Thisarticleisabout:Singapore,Advertising,DigitalTransformation,DigitalAdvertising,ModernMarketing,Media,Mobile,Brand //Featuredinthisarticle StandardChartered Findoutmore SharetoTwitter SharetoLinkedIn SharetoFacebook Likewhatyousee?Wecanemailittoyou Choosefromaseriesofgreatemailbriefings,whetherthat’sdailynews,weeklyrecapsordeepdivesintomediaorcreative. Signup TheeasiestwaytoreadTheDrum JoinhundredsofthousandsofmarketersinsigningupforTheDrum’semailbriefings.Letoureditorstalkyouthroughstoriesweknowyou’lllove. Signup Related OpenMic AddyourowncontenttoOpenMic FromourNetwork TheDrumarticlessuggestedby Helpingpublishersincreaseengagement,improvemonetizationanddrivenewaudiences. 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