Understanding our brand
Our brand encapsulates the qualities that make Lloyd's different.
Through a combination of our long-standing reputation and our international reach, our brand is by far the strongest in the global insurance market. But it will only remain so if we all communicate what it stands for clearly and consistently in everything we do, and at every opportunity.
To enable you to play your part in this, we'd like to explain briefly the key elements which make up the newly defined Lloyd's brand:
Our brand idea: constant originality
Our brand idea is the simplest, most condensed expression of what Lloyd's stands for. It's not a strapline or a slogan, and it would probably never appear in any of our communications; but it's the central thought that underpins everything to do with Lloyd's.
Why constant originality? Because the two words encapsulate the qualities that make Lloyd's different.
Constant - evokes our tradition, good faith, security and worldwide reputation for honouring our word
Originality - refers to our creativity in coming up with innovative solutions for risks; our willingness to be different; and the adaptability that has enabled Lloyd's to survive and prosper for over 300 years.
Our four brand values
Like our brand idea, our four brand values may rarely be explicitly stated, but these are what drive behaviour at Lloyd's.
- An appetite for risk - we're happy to consider risks that others can't or won't.
- Expertise and intuition - not just based on sheer weight of experience, but on our willingness to trust our judgement and common sense, rather than relying on actuarial models.
- Agility - the freedom that Lloyd's structure gives us to make decisions and move quickly.
- Dependability - the solidity and security of Lloyd's, underpinned by our reputation for paying claims.
Our brand personality: confidence and flair
A brand's personality influences the way it expresses itself, both visually and verbally. We believe that Lloyd's needs to express what it is: bold not bland; innovative not predictable. We need to be willing to express a view; and to take a leadership position. And we should have the courage both to adopt the new and celebrate the old.
We've summed up this distinctive personality in two words:
confidence and flair.