Experian

Experian is a consumer credit reporting company. Receiving a score of 6.87, it comes in at number 37.

Experian shines bright for its single-minded brand idea, ‘Powering opportunities’. Its Employee Value Proposition (EVP) is also notable for its detail and the insight it provides into Experian’s culture. Although the visual style of the brand is consistent in its execution, the visual identity itself scores the lowest across the criteria. The colour palette, stock photography and graphic devices generally feel far too typically corporate and outdated for a modern brand. Another area of opportunity lies in developing its ESG strategy. Although ‘Transforming financial lives’ presents a clear sustainability narrative, Experian could benefit from more specific, measurable targets that can be tracked and evaluated. Sustainability initiatives could also be expanded to be company-wide rather than customer and services specific.