Newcastle Building Society – Intermediaries Brand Campaign

The challenge

To develop a new brand value proposition and a refreshed visual identity for Newcastle Building Society’s Intermediaries subsidiary (called Newcastle Intermediaries) that could inspire ambitious growth.

The approach

To unlock this sort of growth is was essential we understood the broker mindset so we kicked this process off by conducting 11 stakeholders interviews and 10 broker interviews – to understand internal perspectives on the business, brand, market, and audience.

One of the key themes identified was; how to position the intermediary business within the context of the wider building society? As a customer-owned and purpose-led business it needed to stay core to the main building society identity and values – whilst acknowledging the important role brokers provide in connecting customers with the right mortgage.

With brokers, we learned just how much they love the people side of the job – nothing makes them happier than telling their client the life-changing news they have the loan to buy their dream home. But many find it a stressful process dealing with lenders and admin and seek reliable, consistent and transparent communication on product criteria, processes and strong reasons to work together.

Drawing from these insights our approach was to redefine the intermediary brand which included a new tweaked brand name of Newcastle Building Society for Intermediaries – making it clear we’re here for Intermediaries and a brand promise of ‘Powered by Partnership’.

And the brand proposition became all about communicating clear commitments on ways of working together to deliver more ‘feel-good’ moments. This has helped inspire a financial brand that feels really emotive and human. And this propositional commitment to “Deliver more feel-good moments” is delivered by four propositional pillars; Technology, People, Product and Respect.

With a fresh photography showcasing the broker support team and a distinct brand identity nested neatly under the Newcastle Building Society umbrella brand – we launched this with an integrated marketing campaign and the tagline “Experience the power of partnership today” across social media, emails, internal comms, event signage, merchandise and BUA brand assets.

The results

The new brand has only just launched so there are no results as yet.