Frequently asked questions
Background rationale
The Experian brand complements our strategy and helps bring to life how we put consumers and clients at the centre of everything we do, from the products and services we provide to our people who support them. It's also about the role we play in unlocking the power of data to help people and organisations make smarter, more informed decisions, enabling them to achieve their goals and to realise their ambitions.
Our brand reflects the investments we’ve been making in developing better products and making it easier for our clients and consumers to use them, improving the service we offer, bringing our organisation closer together and putting the consumer at the forefront of how we drive our business forward.
Every day, Experian helps millions of people and thousands of businesses around the world better understand their financial position so they can make smarter, more informed decisions and achieve the best possible outcomes.
By analysing data in powerful ways and applying our innovative tools and technologies to predict, plan and understand trends, Experian is improving outcomes for consumers and businesses — and ultimately providing opportunities that help them create a better tomorrow for themselves. In that sense, powering opportunities is what we do, and helping to create a better tomorrow is our purpose, or why we do it.
These decisions can often be the difference between the success or failure of a business or whether an individual manages to successfully apply for a mortgage or not. For consumers, this might mean helping them to buy a new car, send their children to university, protect their identity or start a business. For businesses, we're there to help mitigate the risk of fraud and to help them have a greater understanding of their cash flow, access credit to fund growth, and identify and reach new customers.
It's very important that we have an authentic brand, something that reflects the company we are today and supports our future ambitions. In developing the Experian brand strategy, we:
- Reviewed our position in the market, relative to our competitors and other pertinent brands
- Consolidated the ambitions we have as an organisation, as expressed by our senior management team and board of directors
- Talked to people in our organisation across all markets and business units
- Talked to people involved with B2B clients, large and small, those on the frontline liaising with consumers and across our different functions
- Talked to our clients and consumers
- Tested our ideas with our people, our clients and consumers
Our brand needed to measure up to five important criteria. It needed to be:
- Credible
- Relevant
- Differentiating
- Motivating
- Future proofed
In going through this process, we defined who we are so we can stand up, stand out and succeed in the future.
Clients and consumers
Our brand positioning allows us to have more engaging and meaningful conversations with clients, both existing and prospective, and strengthen our partnerships. It's all about putting our customers — that's both our business clients and consumers — at the heart of what we do.
For our business clients, it means that we aim to provide them with better services, more innovative products and continue to act as one organisation in front of them. It means that we’re thinking about the trends that are impacting businesses and developing solutions to enable them to get ahead of the game.
By gathering, analysing and processing data and information in ways others can’t, we help businesses to make smarter decisions and to thrive, financial institutions to lend more responsibly, and organisations to prevent identity fraud and crime.
Our brand helps us to further develop and strengthen the relationship we have with millions of consumer.
This includes:
- Enabling the best outcomes for individuals by focusing on things like the quality and breadth of our data
- Launching new propositions for consumers to help them access credit reports and credit scores for free
- Opening credit bureaus in developing countries, where individual access to credit was virtually nonexistent
- Enabling microloans to people who’ve never had a bank account
- Helping to solve big-picture problems around the world. The work we do helps homeless people get on their feet, protects people from identity fraud, identifies cost-effective ways to pay for healthcare, and helps prevent crime and terrorism
People and our culture
- Our brand goes above and beyond how we present ourselves. It encompasses everything about us from the services we offer and the quality of our products to the impression others have of us. This means we're all ambassadors of our brand.
- Whether we’re talking to a consumer, pitching to a client, managing our teams or telling a friend about Experian, we're all representing our brand.
- It takes all of us to hold ourselves to account so that we may bring our brand to life. So embrace it, live it and promote it.
- Our brand runs across the whole organisation and drives everything we do and say, from our strategy to how we do business, from how we work with our colleagues across the business to how we deal with our partners.
- Our purpose and our brand beliefs unite us as One Experian. Wherever we are in the world, whatever part of the business we work in, we all share the same purpose and beliefs.
- To continue to engage our employees with the new brand and enable them to bring it to life through their day-to-day work, we have introduced The Experian Way, a unique and consistent way of working globally. It informs how our people act and behave, and this shapes our culture.
- The Experian Way is defined across five key areas of strategic importance:
- Delight customers: At Experian, all of us contribute to meeting customer needs. At the heart of what we do are the relationships we invest in and nurture.
- Innovate to grow: At Experian, it’s the responsibility of each one of us to find opportunities and improve the way we do things to help our business and our customers grow.
- Collaborate to win: The One Experian mind-set — we work as one united team and use the combined strengths and capabilities of our people, products and services across teams, functions and regions. This translates into seamless experiences for our customers.
- Safeguard our future: Each one of us acts as a guardian of data, information, assets and our people to safeguard our future.
- Value each other: We make Experian a great place to work. We treat each other with respect, trust and integrity.
Brand identity
Our brand mark or logo is an evolution of our previous visual identity and better represents the key elements of our strategy and what we stand for.
The styling of the brand mark helps give it a sense of fluidity, resourcefulness and optimism. It was designed to be simple and elegant and therefore create a smart, friendly and contemporary look and feel.
The tiles around the name Experian, which we call squircles, are a visual representation of the opportunities that our brand creates for our customers. The colours were carefully chosen to help the logo stand out with the blue helping to express a sense of reliability and authority, while the purple and violet tones help express energy and optimism.
More details on our brand mark can be found in the Brand identity section of the Brand Central website.
We've also developed a verbal identity for Experian to help drive a unique, authentic and human tone of voice for our brand. The Brand Voice helps to bring our brand to life in text and speech. It represents our unique way of speaking and helps drive consistency in communications.
More details on our Brand Voice can be found in the Brand Identity section of the Brand Central website.
The success of our brand is dependent on using it in a consistent manner. It's therefore key that we all follow the guidance given on the Brand Central site to ensure that we present ourselves as a unified, One Experian organisation.
If you're still using material that features old and outdated branding, this will need to change to reflect the correct brand standards. If you see any outdated branding or if you have any questions regarding brand changes that are needed, please contact the Global Brand Team at globalbrand@experian.com.
We have a number of brand assets that have been developed within our defined brand identity standards and these are all accessible through the Experian Brand Asset Hub. These include:
- All data art graphics and animation assets
- A library of icons that can be used in presentations and website development
- All approved brand imagery, including images exclusive to Experian
- Approve brand video assets including B-Roll footage from our offices all over the globe
- Templates of PowerPoint presentations, Word documents, emails and letterheads
To access the Brand Asset Hub, click here.
Success, measurement and contact
As our brand is a fundamental part of our business' success, we know that a strong brand will help us all achieve our objectives. There are also a number of opportunities for us to measure the ongoing effectiveness of our brand strategy and brand identity. These include:
- Client feedback forums, such as Net Promoter Scores or Brand Insight Trackers
- Feedback from employees, such as in the Global People Survey
- Brand audits to identity areas of brand inconsistency and areas that need to be addressed around our brand identity.
If you have any questions regarding brand measurement, please contact the Global Brand Team at globalbrand@experian.com.
If you have any questions about any of the brand guidelines or need help on understanding how to implement our brand identity, please reach out to us at globalbrand@experian.com and we will come back to you as soon as possible.