The rationale behind the change is simple, says Marees Bostander, Head of Brand and Sponsorship at Liberty.

"This idea aims to tell people that it's okay and completely normal not to be perfect. We wanted to challenge the notion that perfection is the goal. Instead, we embrace life's imperfections and show people that we hear you, we see you and we include you."

At the centre of the expanded positioning is inclusivity, not just a buzzword, but a value Liberty believes it can truly embody. It also presents a significant business opportunity for the brand, which is now fully a subsidiary of the Standard Bank Group.

Liberty says its renewed focus on inclusivity forms part of a broader strategic alignment with the group, aiming to leverage collective strengths to enhance financial solutions across the continent.

"We identified a key gap in the market — an emerging need for inclusivity that resonates deeply with people's lives while also holding commercial value," says Bostander. "Liberty is for everyone. Those navigating life's ups and downs, striving to live fully, even when things don't go according to plan. This forms the basis of our expanded positioning."

As a well-recognised brand, this positioning aims to build on Liberty's strong awareness by highlighting what makes it unique. The strategy reinforces Liberty's identity internally and externally, giving people a clear reason to choose the brand, says the brand.

The refreshed positioning is an evolution of a journey that began in 2020 when the brand steadily transformed to reflect a more human and inclusive approach to financial services. The brand line has progressed through phases that highlighted shared support, real-life partnership, empathy and marked a deeper alignment with clients' lived realities. The latest iteration introduces 'In It with You — All of You,' signalling an expansion rooted in humanity, acceptance and care, adds the brand.

Liberty says this evolution underscores Liberty's ongoing commitment to being a trusted partner throughout life's journey, embracing every client, every moment and every need.

The campaign will be brought to life through radio, TV, and Out-of-Home executions, each capturing the everyday contradictions of being human. From a man using his treadmill to hang laundry, to friends who spend more time catching up than keeping time on a morning run, the tagline will reflect the idea that all humans are welcome at Liberty, says the brand. 

"These contradictions are true of all of us. We wanted to highlight that it's not despite those contradictions, but because of them, that all humans are welcome at Liberty and that they can trust us to be their partner through their beautifully imperfect lives. Even in a financial journey, there can be inconsistencies. If being human means trying your best but not always doing your best, we're in it with you, all of you. Humans welcome."

For more information, visit www.liberty.co.za. You can also follow Liberty on Facebook, X, or on Instagram.

*Image courtesy of contributor