Lloyds Bank

Lloyds Bank is a retail and commercial bank with branches across England and Wales. With a score of 7.13, it comes in at number 29.

‘Helping Britain prosper’ helps the brand stand out for its deep connection to the UK. This ownable and memorable phrase serves as both the brand idea and the purpose. The brand narrative is also driven by this central idea and further evidenced through stakeholder stories. The brand experience is additionally strengthened by its action-orientated sustainability strategy. The brand’s values score the lowest in the top 50. ‘Putting customers first’, ‘Keeping it simple’ and ‘Making a difference together’ feel very generic and do not work hard to support and align with the brand purpose.