The building society decided to develop the new branding after consulting its members, intermediaries, social media followers and staff across its seven branches.

The rebrand is part of a wider campaign to focus on its intermediary channels and to raise its profile in the market.

The company's new TV ad was first aired on Sky TV on Friday (16th February) and will run for a six-week period.

David Lownds, head of marketing and business development at Hanley Economic Building Society, said: “We will always take great pride in our heritage, which stretches back over 163 years, however, the modern mortgage market demands lenders to be innovative, forward-thinking and transparent in their offerings.

“Our new branding conveys this history and strength of foundations on which we have grown, while also setting out our vision for the future.

“And we believe our first mainstream media venture will help put us firmly on the lending map.

“Moving forward, we realise the need to establish not only what we stand for, but where we can better support borrowers and intermediaries within key markets.

“Intermediaries will play a vital role in our future growth and we will be working closer than ever with our distribution partners to ensure they have access to our highly competitive range of first-time buyer, near prime, new-build and self-build products as we really look to shake up these offerings in the coming months.”