MARKETING DESIGN AND COMMUNICATION
MARKETING DESIGN AND COMMUNICATION
Exploring brand DNA
1. Brand Manifesto
Lloyds Bank is serving the best service to the people, businesses, and communities of the UK For 250 years. The Lloyds Bank of UK is known for its portfolio of financial service brands which has many features of the best-known banks of the UK. They all together allow the Group to set the wide range of financial needs of various range of millions of people in the UK every day. Moreover, with telephone banking services, 1000 street branches, award-winning online, and mobile banking the bank conducts its services (Daysonet al. 2021).Alongside this, the other facilities are commercial and private banking network relationship managers across Wales and the United Kingdom, Lloyds Bank is one of the best commercial and retailing banks which serve the best services to the millions of customers every day.
2. Brand Architecture
Lloyds Bank offers a wide range of financial services and products for example savings, credit cards, mortgages, loans, current accounts, wealth management, and private banking services. This bank is the biggest provider in the UK to start up a new company. Though it has a good network of almost 100 commercial banking offices, it serves to support a large number of corporates, financial institutions, and businesses in the UK (Genders, 2022). It operates in a growing dynamic market & responds to an ever-changing environment of the Nation. They make strategies for their business based on the fluctuations of the situation.
2022 was the most challenging year for the customers of Lloyds Bank as they faced various problems from the side of the customers. Until the Covid-19 consequences are removed, the war crisis in the global situation have added two years of economic disruption (Martinet al. 2021). Next, the new working patterns worsen the outcomes which are reducing forced labor participation. In addition to the acceleration of digital marketing experienced, new covid norms with the customers’ activity strongly change the direction of digital marketing. The customer of the Lloyds Bank of the UK expects convenient and personal experiences through the digital channel.
3. Brand Values
The Brand DNA of the Lloyds Bank of the UK evaluated the study. The Llyods Bank of the UK provides many features like current accounts, saving accounts, loans, credit cards, mortgages, car finance, life insurance, home insurance, pensions, and so on (Lloydsbank.com, 2023). Current accounts serve everyday free banking, club members can enjoy the earning of credit interest and yearly lifestyle benefits. In order to the silver club members can get added benefits like European travel and insurance of mobile, added with that breakdown cover of assistance of roadside. As well as the Platinum cardholders get the benefits of worldwide travel, mobile insurance, and also a breakdown cover along with the National Recovery (Duet al. 2021). The students of the UK can open a current account at the age of 11.
The benefits of Llyods Bank loans are- customers can get their money quickly as apply for a loan. Furthermore, customers can use loan expenses for their personal use such as buying a car, combining their debts, renovating their home, getting marriages, or going for a holiday (Knightet al. 2020). If someone is looking for buying a new car with a loan, the Llyod Bank has special features for this like with car finance the money will be sent to the dealer directly or the company with whom the agreement has done. Additionally, if anyone is Planning for retirement or pension can easily go with Lloyds Bank as they provide a good rate of interest which helps the customer for their future. Investing in property is an alternative way of investing money for the future. So that if anyone thinks of a new mortgage for a new home there are a lot of mortgages in the Llyod Bank of the UK (Frenchet al. 2019). Apart from these company has many brand DNAs like they offer mobile banking and internet banking apps. Thus, these can be sealed with the great brand DNA of the Llyod Bank of the United Kingdom.
Reflective writing
Rolfe reflective framework
What
Through this module I have learned the way an organization works in an Industry. Further I have got to know about brand DNA and the components that make a brand valuable among the competitors. In this stage the main focus is on the feeling or responses of the person on certain situation. Lloyed bank is tried hard to improve its business reaction with the different business stockholder. I think the strategy that this bank is using to improve its relation with customer is very much relevant. In this study, we find that Lloyds Bank has provided good services rather than any other bank in the UK. It serves the best services of financial needs to the customer of this bank. Apart from this, it has a good commercial and retail background from any others banks. It is one of the best banks in the UK which serves the best features to all the customers every day. It is also known for its customer dealing skills. This bank offers a vast range of financial services like loans, credit cards, car insurance, home insurance, pensions, and many more which helps people in their daily life. the low interest of loans attracts customers to the bank. On the other hand, the others bank in the United Kingdom offers high-interest loans. Lloyd Bank offers a high amount of interest in savings and current accounts which is a great part of all.
So what
I learnt that business environment changes with the process of time and its is not possible to continue with single strategy. Therefore, likewise Lloyd Bank I also have to be adaptive to in my future business role. Life insurance can give one “protection and peace of mind” when an unexpected happens. In that case, customers need life insurance with low charges. I have learnt a lot from the Brand DNA class. Firstly, I have learnt that it is important to create a unique and consistent brand identity across all platforms. This includes developing a strong and clear brand message that communicates the brand’s purpose and values. Furthermore, I have learnt that it is important to research the target audience and find out what they are looking for in a brand experience. This can be done by conducting market research and surveys. Additionally, I have learnt that brand DNA should be reflected in all aspects of the business, from the company’s website, to the products and services offered.
Now what
Based on the learnings from this module I can say that It will help me to make a brand successful in future. Furthermore it is evident that the knowledge I got from this course will be effective in terms of developing professional skills. I think in future companies have to differs its brand stagey to retain its competitive position. This bank has an international banking service that helps to achieve international financial goals. It helps customers with a range of services and accounts from everyday transactions to a larger number of foreign exchange transfers. It does not charge any fee for the foreign money transaction their commission-free foreign money transfer helps to manage currency fluctuation. Customers can choose an account that can manage and access from anywhere without hassle whether they making payments or rechecking their balance.
References
Du, J., Shepotylo, O., Song, M. and Yuan, X., 2021. UK Trade and Prosperity 2020–Looking Beyond BREXIT and COVID’. Lloyds Banking Group Centre for Business Prosperity Research Paper at https://www. lbpresearch. ac. uk/wp‐content/uploads/2021/02/UK‐Trade‐and‐Prosperity‐Looking‐Beyond‐COVID‐and‐BREXIT_27‐1‐21_v2. pdf.
French, T., Quinn, L. and Yates, S., 2019. Digital Motivation: Exploring the reasons people are offline. Good Things Foundation.
Gann, B., 2019. Transforming lives: Combating digital health inequality. IFLA journal, 45(3), pp.187-198.
Genders, A., 2022. Precarious work and creative placemaking: freelance labour in Bristol. Cultural Trends, 31(5), pp.433-447
Knight, E., Daymond, J. and Paroutis, S., 2020. Design-led strategy: how to bring design thinking into the art of strategic management. California Management Review, 62(2), pp.30-52.
Lloydsbank.com. (2023). Available at: https://www.lloydsbank.com/
Martin, C., Luteijn, M., Letton, W., Robertson, J. and McDonald, S., 2021. A model framework for projecting the prevalence and impact of Long-COVID in the UK. PLoS One, 16(12), p.e0260843.
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