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Aligned Values At The Banking Giant
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HSBC is a timeless company with an aligned brand identity. It has been
established since 1865 but has just changed its brand name and brand logo
from The Hong Kong and Shanghai Banking Corporation to HSBC in 1998. HSBC’s
brand culture is amongst its prominent strengths where it plays a very important
role in the brand’s past and continued success. It aligns its internal brand
culture with the three values which are open to different ideas and cultures,
connected with customers, community and each other, as well as dependable and
doing the right thing. By aligning its values with its global business, it is
now one of the most well-known banking and financial services organisation in
the world.
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Consistent Values Across The Globe |
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HSBC group’s values describe the brand culture that all employees have to
reflect and practise in the organisation. This is to make sure the brand is
portraying a consistent brand image to the consumers around the world to avoid
confusion. HSBC is practising their openness to different ideas and culture by
accepting diversity. They recruit people from all around the world in order to
gather different knowledge and expertise from people with different backgrounds.
Compatible with its openness, HSBC is also fair and objective to all of its
employees in the organisation.
HSBC differentiates itself from the rest of the brands in its industry by having
its employees exercise the group’s values. When their practises are aligned
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the group’s values, HSBC will manage to create a strong brand consistency to the
organisation. With this brand consistency, it will be easier for this banking
giant to establish a differentiated brand image to its consumers. The employees
of HSBC are committed to connect with its customers, community and each other.
One of the ways is through their ethical and sustainable business practise. It
is their responsibility to take into consideration the social and environmental
impacts they have on any of the decisions they make, especially in relation to
lending and investment. In order to connect with each other in the organisation,
the management at all levels of all branches will be hands-on and give work
guidance to the rest of the employees.
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Brand Experience Like No Other |
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Apart from that, aligning its services across the globe can help to provide
consistent brand experiences to its consumers. With this consistent quality in
its services, consumers are more likely to develop positive feelings towards the
brand and thus create a distinctive emotional attachment that no other brands
can share. HSBC is committed to be dependable by doing the right thing for the
consumers. It always strives to continue improving its quality, effectiveness
and efficiency. HSBC aligns its global business with this group’s value by
having a Board of Directors to carry out an internal control to review its
operation’s effectiveness so that the brand can always deliver its brand promise
constantly to the consumers and thus generate positive brand experience.
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Achieving Wanted Brand Consistency |
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It is important for a brand to have consistent brand alignment throughout its
branding journey because this will help consumers to differentiate it easily
from the other brands as they have greater brand memorability towards the brand...
just like HSBC. With all the efforts that have been carried out, HSBC achieved
strong brand consistency which in return helped it to gain brand trust from its
consumers and makes it one of the strongest brands in the world. So, start
planning for your effective brand alignment now! |
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Interested to know more about brand alignment? |
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Subscribe to our BRANDtalk now! |
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand logo, brand colours, brand elements, brand slogan and brand category are properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication which has not been authorised, sponsored or otherwise endorsed by the brands published in its articles.
The HSBC name, HSBC logo and other HSBC trademarks, service marks or intellectual properties, whether registered or unregistered belong to HSBC Holdings plc. Brandington Sdn Bhd disclaims propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate during publication. This publication may include hyperlinks to other third party websites as a convenience to users. peopalove has no control or responsibility over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction and distribution of the same are strictly prohibited.
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