"OP" Chief Brand Officer - the key is having a courage to simplify marketing

What, in your opinion, is most important in financial services marketing today? Have the criteria changed recently?

I believe that in all areas of marketing, the key principle is “Simplify to amplify.” It means we must be brave enough to focus on fewer elements in order to achieve stronger differentiation.

Building a clear brand image helps strengthen an organisation’s credibility – that becomes particularly important in times of uncertainty, when people are worried about the future and ongoing changes.

When it comes specifically to financial services marketing, trust and clarity are essential. Customers expect simple, transparent communication and a personalized, seamless digital experience. Brands that combine reliability with genuine, unpretending responsibility earn long-term loyalty.

What are the main challenges that marketing professionals in Finland are facing today – and how do you address them?

Marketing in Finland is affected by economic uncertainty, intense competition, and rising expectations for sustainability. We respond by focusing on clear brand narratives, data-driven digital engagement, and authentic responsibility – this is how we build trust and differentiation.

How do you communicate on sustainability and inclusion – and does public interest in these topics remain strong in Finland?

Sustainability is very important in Finland – according to a study published in September, three out of four Finns consider it significant in their lives.

We strive to be a responsible leader in the financial sector, and I’m pleased that Finns value that. We are the only financial company among the top ten organisations with the highest reputation scores. This is shown by the results of T-Media’s Trust and Reputation survey. In the study, Finns rated us highly and recognised that we act responsibly and take the environment and society into account.

Is it true that 100% of Finns can spontaneously recognize the orange OP logo?

Yes, that’s true. Our research shows that all Finns recognize the orange "OP" logo as a banking symbol. However, fewer associate it, for example, with insurance. Our main business areas – retail banking, corporate banking, and insurance – all share the same logo and orange brand colour, so there’s still room to increase brand awareness.

How did you manage to achieve such impressive results?

It comes down to continuity. A major factor is that we have been operating in the financial sector for a very long time and are deeply embedded in Finns’ everyday lives. We have been in business for more than 120 years and are today the largest and most trusted financial services provider in Finland.

Another important factor is consistency. We have used our logo since the 1970s, and its bold, but simple design has remained relevant to this day, contributing to its wide recognition.

And yet, you decided to change the group’s name from "OP Financial Group" to "P Pohjola". Why?

I would say this is not a change but rather an extension. The new name highlights the visibility of Pohjola Insurance alongside "OP". The name "OP Pohjola" emphasizes our uniqueness – we are the only market player offering banking, insurance, and wealth management services under one brand.

With the new name, we aim to create an even more unified brand and customer experience ecosystem across all service areas.

When making this decision, did you consider that the word pohjola is quite difficult for Lithuanians to pronounce?

Yes, we did consider that. However, "OP" already operated in Lithuania and the Baltic countries under the "Pohjola" brand until 2016, so we believe that some clients still remember the name. Pohjola in Finnish means “the North” – directly associated with the region where Finland is located.

Are any changes planned in Lithuania as well?

No, in Lithuania we provide services only to corporate clients, so the name remains unchanged – "OP Corporate Bank" Lithuania branch.

Logos and names of individual business segments will not change in any country – neither in Finland nor in the Baltic states.

What goals have you set for the new brand – both short- and long-term?

Customer expectations of brands are constantly rising – companies are expected to demonstrate leadership and a broader societal perspective. In response, we position ourselves as active and forward-looking advisers – like coaches who support both customers and the community. We aim to be a visionary partner that sets the direction for the future, strengthens hope, and creates the conditions for long-term success.

In the short term, our goal is to increase financial literacy and thereby help individuals and businesses achieve their growth potential.

"OP Pohjola" has a unique ownership structure – it is owned by its customers. How does that work?

We are a cooperative banking group, and our banks are owned by their customers. This means that as an owner-customer of an OP cooperative bank, you own a share of your bank.

Currently, we have 2.1 million owner-customers. Given that Finland’s population is about 5.6 million, more than one in three Finns is an owner of our group.

You can become an owner-customer by paying a membership contribution – around €100.  By using bank services, owner-customers collect OP points.

Owner-customers receive exclusive benefits and discounts on banking and insurance services. They can use accumulated OP bonuses to pay, for example, home insurance, invested in funds, or simply withdrawn as cash if they wish.

What loyalty programs are popular in Finland?

Most Finnish brands have loyalty programs, and it is common for people to participate in several of them to collect points or receive various benefits.