Halifax aims to hit the right note with re-brand
Halifax has unveiled a new identity by revitalising its brand in an unexpected manner. The new 'Halifax Community Choir' will be performing on British screens on the 18th of September, during X Factor.
The Halifax identity, ‘Community Choir’, is made up of over 100 Halifax colleagues from across the country, ranging from mortgage advisors to bank cashiers. All the participants auditioned for the chance to represent the bank on the hit reality TV music show. This change follows the Group's strategic review in June 2011.
"The Halifax Community Choir perfectly expresses the passion, energy and warmth associated with Halifax, and the new adverts depict a fresh sense of professionalism, quality and reliability that is guaranteed when banking with us,” said Catherine Kehoe, Brand and Marketing Director.
Halifax challenger stats include Halifax ISA Promise, Halifax Reward Current Account, Halifax Clarity credit card and The Halifax Bright Spark programme.
"Halifax has long been a brand to be proud of, and now is the time to move forward and build on that. We intend to shake up the High Street with new and existing offers that challenge the norm, and we need a brand to match that,” commented David Nicholson, Group Director, Halifax Community Bank.
A growing financial brand
This new re-brand confirms how hard the company is working to alter their public image recently.
Recently, Halifax bank launched a market leading 22 month 0% offer available for their new credit card customers; it is their longest balance transfer ever. Alongside this, Halifax clients are also able to choose a 17 month 0% balance transfer card.
Halifax bank customers are be able to choose between two balance transfer credit cards. One offering 0% on balance transfers for 22 months, with a 3.5% fee (maximum transfer limit £3,000) and another one giving 0% on balance transfer for 17 months with a 3.0% fee (no maximum transfer limit).