Heritage revamps brand with fresh new “look and feel”
Australia’s largest building society, Heritage, has launched a major revamp of its brand this month, with its new “look and feel” highlighting an absolute focus on service to customers.
The new brand campaign includes a series of themed television and press ads, now appearing across south east Queensland, based around the experiences of a Heritage member. It reflects the fact that customers are no longer taking their banking relationship for granted.
Heritage CEO Mr John Minz said the brand revamp was all about getting Heritage onto the shopping lists of consumers as a financial services provider that brings true value and better service to its members as compared to its larger banking competitors.
Mr Minz said there were perceptions in the market about poor customer service standards in the banking sector, which was reflected in the recently unveiled campaigns from some of the larger banks promising to improve their performance in this area.
“In comparison, Heritage has always had customer service as our top priority and the revamp of our brand highlights that this will remain our absolute focus,” Mr Minz said.
“The level of customer satisfaction continues to be higher among mutual societies such as Heritage, where there is less of a focus on maximising profits and more emphasis on the way we engage with our members.”
“Abacus, the industry body for the Australian mutual financial services sector, recently announced that building societies and credit unions continue to stay ahead of banks in customer satisfaction, scoring a customer satisfaction rating of 88.5 per cent and 86.9 per cent respectively. “
In comparison the banks recorded a customer satisfaction rating of 74.5 per cent as measured by Roy Morgan Research.
The new brand campaign introduces a more vibrant “look and feel” as well as integrating rate comparison tables into its advertising collateral so that members can easily compare Heritage’s products with competitive market rates.
The campaign will target Brisbane, the Sunshine Coast and the Gold Coast in particular, as well as Heritage’s traditional heartland in Toowoomba and the Darling Downs.