The success of the Swiss Life brand results from a consistent brand strategy and management. On the basis of the corporate strategy and positioning as a provider of comprehensive life and pensions and financial solutions, the Swiss Life umbrella brand, flanked by its sub-brands, provides orientation and creates confidence.
The brands are assigned to various levels in a clear brand hierarchy. The strategic management of the entire brand portfolio is an element of corporate communications.
In 2016, in a survey carried out by Reader’s Digest Switzerland, Swiss Life was once again voted “Most Trusted Brand” in the Life Insurance category. Furthermore, in 2016 the “Best Swiss Brands” study, conducted for the past several years by Interbrand, again lists Swiss Life, with a brand value of CHF 299 million (+7%), among the 50 most valuable brands in Switzerland.
In 2016, the Swiss Life brand world was enhanced by the London-based real estate investment company Mayfair Capital Investment Management Ltd., which was incorporated into the Swiss Life Asset Managers brand.
Swiss Life sets great store by the global and local protection of its brands. It takes vigorous action in cases of brand or copyright infringement. Our customers can be sure that the Swiss Life logo and corporate name stand for Swiss Life quality and service wherever they appear.
Furthermore, with a uniform brand personality and clear corporate design guidelines, Swiss Life guarantees a standardised appearance at all brand contact points. The Swiss Life personality always centres on the customer: “We help our customers lead a longer self-determined life with confidence.”
The brand identity is a key instrument in making the Swiss Life brand personality tangible for internal and external target groups, and in distinguishing it from the competition. All advertising campaigns – in Switzerland, France, Germany and Austria – address the guiding theme, “A longer self-determined life”. That common theme, a longer self-determined life, is treated with a range of creative approaches. In Germany and Austria, for instance, under the slogan “Live longer. But not slower”, the appealing campaign features an unexpected combination of words and pictures.
In the home market of Switzerland, meanwhile, we focus on sports and cultural sponsorship in addition to classical advertising. For example, Swiss Life has sponsored the Swiss national football teams for over ten years, while in the cultural arena film is the cornerstone of its engagement: Swiss Life is the main sponsor of the Solothurn Film Festival for example.
The success of the Swiss Life brand is constantly measured on the local front by independent institutes, which take into account such factors as brand awareness, advertising and sponsorship presence and brand image. The findings thus garnered are continuously used for the development and adjustment of marketing measures.
Last year, under the aegis of the new Group-wide internet presence, the corporate design guidelines were given a complete digital make-over. A seamless brand experience in a contemporary design ensures a uniform and unique user experience. Developed in parallel, the Swiss Life pictograms are yet another brand element offering an additional link to our offline world.