Our brand

A Brand new beginning

The strength of the Scottish Widows brand owes a lot to the - then radical - decision taken in 1986 to create a living logo: the Scottish Widow

The world of financial services was changing, and becoming more competitive, so we decided to create a step-change in our marketing.

Every aspect of our business was reviewed, including how our company and our values were maintained and promoted. The result was the 1986 ‘Looking Good’ campaign, which broke new ground in financial services advertising.

The impact was immediate with Scottish Widows becoming a household name.

The development of an icon

In the mid 1980s there were over 120 companies competing in the long term savings market, 10 of which had the word Scottish in their name - clear and strong branding was essential to make us stand out from the pack.

Building ‘brand awareness’ within a limited budget meant finding a creative idea that would seem bigger than it actually was. That idea needed to make people take notice and build positive attitudes towards the brand. But it also needed to promote the message that Scottish Widows is "good with your money".

So, in 1986, we put in place a strategy which was at the time probably the boldest marketing move the financial market had ever seen. The Scottish Widow was created as an icon that confronted all the negative values associated with the word ‘widow’ and presented the positive values - strength, reliability, integrity, innovation, heritage.

Our current profile

The Scottish Widow is now part of the country’s popular culture, and Scottish Widows is one of the most recognised brands in the life, pensions and investments industry. (Source: IPSOS Brand & Advertising Tracking Study, February 2009).

We understand that preparing for the future is important, but that financial planning can be complicated and companies like us can be distant and remote. We are different because we understand.

We offer a range of products and services which can help our customers make the right decisions for their financial futures.

Customers can talk to an independent financial adviser. They can see us at any branch of LloydsTSB. They can call our trained staff at our customer service centre in Edinburgh. Or they can log on to scottishwidows.co.uk

Scottish Widows currently employs around 3,500 people: in customer service; information technology; marketing and distribution; risk, legal and compliance; finance and support.

The Scottish Widows Investment Partnership is now one of Europe’s largest asset management companies, managing £82.65 billion of client funds (Source: SWIP - as at 30 June 2009).

Our headquarters are in Edinburgh.

The Scottish Widow