Metro Bank has revamped its brand strategy to prioritise relationship banking, aiming to position itself as a bank that puts people at the centre of its approach.
Ahead of Metro Bank’s 15th anniversary later this year, the ‘This is Relationship Banking’ campaign showcases its human approach and “recognised excellence” in customer service to reinforce its commitment to provide relationship-driven banking.
The renewed focus on relationship banking seeks to attract new customers across the bank’s key growth areas, such as SMEs, corporates, commercial and specialist mortgages.
It also supports the bank’s brand evolution and growth strategy, while highlighting its areas of expertise and differentiators.
Prior to launching the brand refresh and campaign, which was developed in partnership with M&C Saatchi, the bank conducted research with customers and colleagues to identify the key elements of the update.
To strengthen its positioning as a people-centric bank, the campaign is grounded in the principles of “People, Relationships, and Service” and features real customers and Metro Bank employees.
It also introduces with a refreshed colour palette and typography, while maintaining the current Metro Bank logo.
The campaign will be featured across Metro Bank’s website and social media channels, as well as in its 75 stories across the country.
Danielle Lee, brand and marketing director at Metro Bank, said: “Excellent customer service built by human connections has always been at the heart of our ethos. We’re passionate about offering customers a personable experience, driven by people who truly care,
“Our new brand identity captures this and ensures we are relevant in the future to grow and evolve, reaching new customers and businesses through our relationship banking specialists.”