Launching across print, digital display, social media, the Yorkshire Building Society branch network and owned channels from October, ‘Helping Real Life Happen’, celebrates the real-life moments that the building society enable for its members.
The new brand platform demonstrates how Yorkshire Building Society helps its members to achieve key life moments through its mortgage and savings accounts. The launch campaign puts real members of the Society in the limelight, sharing their real-life stories to form the heart of the creative, from saving for weddings and vets bills, to becoming homeowners for the very first time.
Yorkshire Building Society has always been a purpose driven brand since being founded more than 150 years ago. As a mutual organisation with no external shareholders it can put its members needs first. The Society’s purpose to provide Real Help with Real Life – is at the heart of everything it does, both internally and externally. This new brand platform will now be the cornerstone of all Yorkshire Building Society touchpoints: from ATL, in-branch, internal and employee communications and external affairs.
The campaign launches in October with photography shot by portrait and still life photographer Adam Gasson.
Mark Brayton, Director of Marketing & Digital Channels at Yorkshire Building Society, said “Our new Helping Real Life Happen brand positioning breathes new life into our purpose of providing Real Help with Real Life. By showcasing how we’ve supported our members with their key life moments for more than 150 years through authentic member stories, we’re sharing those moments they’ve saved for, worked towards and which mean a great deal to them.
“It will also provide us with a unique message and personality to connect with our existing members and make us more attractive to future members. We hope it will further establish Yorkshire Building Society as a brand which is “famous for” helping real life happen, and embodies the best of the Society in highlighting what makes us proud to work here and how we make a difference to our members lives.”
David Miller, CEO of Red Brick Road said “Purpose-brands matter now more than ever, and it’s an honour working with the team at Yorkshire Building Society who have such an important purpose – providing Real Help with Real Life. You simply can’t fake authenticity, and the genuine brand advocacy inherent in its members’ stories is as authentic as you can get as an organisation.”
Source: Red Brick Road