Building a customer-focused brand
Building a customer-focused brand is the route to success in business. Atom Bank is a new kind of bank, with a new kind of model, focused squarely on the customer. To help them communicate this approach they’ve also unveiled a new kind of logo – a logo with 1.4 million variations. (Yes, that’s 1,400,000).
When Atom Bank launches this year, it will be a mobile-only bank offering customers a highly tailored service. “Our vision is to be the world’s first telepathic bank,” states founder, Anthony Thomson. By analysing customers spending behaviour Atom Bank won’t just give you a statement showing what you have spent – it will give you a prediction of what you’re going to spend next month. Atom Bank’s entire model is built around a focus on the customer and delivering a service tailored to each individual.
But it’s not just the service that’s tailored to your individual preference… the logo is too. You can choose your own version, so you have your own personal logo, with your name underneath it. Take a look:
It would be easy to look at the logo as a gimmick. But it’s a lot more than that. The logo is the first step into a very different experience. It’s important to remember that people see your brand before they experience it. The sooner you can start to tell people what’s different your brand, the better. So your logo is a good place to start.
A good logo should be distinctive and memorable. But a great logo begins to tell your story. A great logo gives people an insight into what makes your business ‘better’ than the competition. It doesn’t just tell people what you do, but how you do it. When it comes to building a customer-focused brand, it’s how you do things that makes the difference.
Atom Bank have made a brilliant use of technology, but you don’t need technology to be customer-focused. (Just look at John Lewis. They’re renowned for their customer service, and they started doing business in 1922). Customer focus is an attitude – a way of thinking that determines the way you behave. Your logo is an opportunity for you to communicate that attitude and start building a customer-focused brand.
If you would like to have a chat about your logo, drop Jonathan an email.