The new strap – The Way Forward – is intended to establish the company as the first call for people looking for “the way forward” when planning their long term finances.
The change follows a review of the business led by CEO David Nish last year that aimed to change the way it served its customers.
Standard Life has introduced several new products and services since, including an online personal pension and an enhanced digital service for financial advisers to find out about its products, “adviserzone”.
A review of all marketing materials sent to customers and advisers and an “overhaul” of the firm’s websites, is now promised in a bid to “deliver even clearer communications” to customers.
Nish’s review of the business is thought to have led to 600 roles being cut and 100 created as the company tried to streamline operations. Several roles were cut in from its group marketing and communications department.
The review also led to the merger sales, marketing and distribution departments in its UK, Canadian, European and Asian businesses as part of a new group leadership structure.
Jo Coomber, head of marketing, communications and brand, says the “repositioning” stems from research into what customers want from a provider.
“This has helped us to define our positioning, to show people the way forward in planning their long term finances and to support them every step of the way, so they have clear sight of the road ahead and know they can rely on us.”
A brand awareness campaign will run in this month and next, while “targeted” activity is promised later this year to push specific service developments.