ME, formally known as ME Bank, has unveiled its “inside-out” rebrand, focused on making banking simplified for customers.
Key to the face of the brand is an official name change which embraces how customers were referring to the bank; pronouncing it as 'me'. This change has also been built into its new tagline, 'make the most of ME', using the duality of the the term 'me' the person and 'ME' the bank.
In addition, ME brand and digital director Ingrid Purcell said the bank will use a clean new black and white logo and that the refresh has been extended into the bank's new products and services.
“This isn't just a tagline; it's an extensive inside-out rebrand building on our 21-year proud heritage of helping people get ahead, reinforced by modernised internal values, customer promises and a $90 million investment in technology,” Purcell said.
“Our belief is that banking has been made too complicated and complex – customers want to get ahead and want a bank that helps them achieve this simply and easily in a digital world. That's our aim.”
The bank's new products will be rolled out on a gradual basis, starting with its new low-rate credit card “frank” as well as a new basic home loan.
ME will also be making an improved mobile app available at the end of May, to build a more intuitive and simplified experience for banking customers.
The rebrand follows the implementation of ME's three-year tech transformation strategy, aimed at streamlining its services. ME also hired its first chief marketing officer, former Lavender MD Rebecca James, in February last year, who was tasked with growing the Bank’s focus on customer experience.
Last August, ME also opened up access to its discounted home loan rates to all Australians, removing the requirement to be a member of a union or industry super fund.
“While customers are only just starting to absorb the new brand reveal, initial customer reaction is in line with research and testing, with the majority stating that it reflects a modern, digitally savvy and secure bank,” Purcell said.
“With both our brand refresh and technology transformation close to completion, ME is well propositioned to stand out as a true challenger in the digital age. This will see us roll out more compelling products and experiences more quickly in the future.”
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