Influx

Brand voice has the power to transform how people see your brand, especially if you use it in the right places.

In 2006, Barclays Bank in the UK undertook an interesting experiment to try and transform the branch experience.

While most typical branch enhancements revolve around design, this transformation was all about language.

The objective was to use the materials in branch to forge a new conversation based on new language. The goal was to move from the old world of bank as powerful, but patronizing to a bank that’s more approachable and human.

The whole exercise was illustrated by the shift from chained black pens to free pens with slogans.

Posted by Ed Cotton