After the financial crisis, while other banks focused on rates and offers or trust-driving initiatives, Lloyds Bank focused on using the power of brand. Believing that driving spontaneous awareness would deliver the greatest commercial benefits, from 2015 to 2019 Lloyds consistently ran creative with prominent branding and a promise to be ‘by your side’. A relentless focus on putting the message in iconic British TV and outdoor placements were prioritised, and 80% of budgets spent on brand. Awareness, perceptions of the bank’s expertise and share of searches all rose. This paper details how the strategy contributed to customers putting more money into Lloyd’s accounts and products, and recruited new users.