Kathryn Lodge worked in HR and Training at Coutts before getting into Marketing 11 years ago. She is currently head of brand communications, managing a busy team of seven who are responsible for the look, feel and tone of Coutts’ advertising, literature, office interior and more.

Brand is the DNA of a company. It flows through everything and is in every little detail. That’s why it’s so important to us, because everything we all do goes towards the overall picture of Coutts.

My job is about protecting, developing and communicating the Coutts brand both internally and externally. It’s almost instinct as to what feels right, like second nature.

Brand guidelines help create a consistent visual identity, a kind of Coutts-ness. So, we insist on certain fonts and colour pallet being used in our materials, literature and website. Our logo also has to be used properly. We are strict on that which has earned us the affectionate nickname, ‘the logo cops’!

Great brands are constantly reinventing themselves and this happens almost seamlessly without appearing to be a dramatic change. That’s another good thing about Coutts. It has heritage and tradition and constantly evolves to be relevant today, while still feeling familiar and special to clients.

Sponsorships and events are fantastic ways of communicating our brand and shifting perception. Take the Almeida theatre. We've had a long association with the Arts down through history, but the Almeida sponsorship perhaps doesn't link up with the old fashioned, traditional view of Coutts because it's modern and cutting edge.

Creativity is five per cent inspiration and 95 per cent perspiration, they say. And I think that's true. We do a lot of reading, interacting and networking with other luxury brands daily, in our search for inspiration. And then there's the work that's put into making those ideas a reality.

Imagination, determination and attention to detail by the bucket-load, that's what you need to do my job. That, and a passion and fascination in branding.

I work compressed hours, fitting my five days into four. So I do at least seven hours extra between Monday and Thursdays… at least! My team is really supportive, which is important because it's got to not only work for the business, but for the people around you too. I'm really flexible if it doesn’t work every week. But when it does, it's great and gives better balance to my life.

My philosophy? Always treat others as you'd like to be treated yourself. Oh, and life's not a dress rehearsal, so have fun!

I'd still be doing something imaginative if I wasn't doing this job. Preferably in Cornwall.

I feel I've found my little space here. I was in HR when an opportunity came up within Marketing and my boss said 'I think you should pursue it'. So I did and haven't looked back since.