UK Volume 21 Superbrands UK Annual Vol.21 HSBC is one of the world’s largest banking and financial services organisations serving more than 40 million customers through its global businesses. HSBC UK offers a range of retail, commercial and private banking services in the UK including current accounts, mortgages, credit cards and savings accounts Market Often described as the UK’s biggest bank in terms of assets, the HSBC UK brand often finds itself squeezed in the middle of the UK banking market. In terms of share of voice, HSBC UK is consistently outspent by other major retail banks such as Lloyds, Barclays and Halifax who dominate the market. On the other end of the scale, disruptors to the category such as Monzo and Starling are seeing a popular groundswell, utilising word of mouth tactics. This means HSBC UK’s challenge is twofold; a need to punch above its weight in terms of awareness and finding ways to differentiate itself amongst a crowded competitor set. Product HSBC aims to be where the growth is, connecting customers to opportunities, enabling businesses to thrive and economies to prosper, and ultimately helping people to fulfil their hopes and realise their ambitions. HSBC UK serves personal and business banking customers in the UK and has an extensive branch network across the country to support the needs of its customers. HSBC UK was created on 1st July 2018 in response to the Financial Services (Banking Reform) Act 2013 which requires all banks to ‘ring-fence’ their core banking services in the UK. Achievements Over the past two years, HSBC UK has won 36 industry awards across its ‘We Are Not An Island’ campaigns, as well as achieving its highest ever levels of advertising awareness. HSBC UK has introduced a scheme within its branches to help raise awareness of hidden disabilities, something that has come to the fore in light of the coronavirus pandemic. The globally recognised Hidden Disabilities Sunflower Lanyard scheme is being introduced across all HSBC UK branches. Wearing a sunflower lanyard indicates discreetly to others that the wearer, or somebody who is with them, may be living with a hidden disability – such as dementia, mental health conditions, autism, or sensory impairments – and may require additional support, extra help or a little more time. Customers and colleagues can opt to wear a lanyard as a discreet signal that they may need additional support. For some, their condition may mean they cannot wear