New corporate identity for Fidelity Bank

As part of efforts aimed at serving its customers better especially taking into consideration new developments and challenges, Fidelity Bank last week in Lagos unveiled a new corporate identity.

The Managing Director of the bank, Mr. Nnamdi Okonkwo, at the event, maintained that the new look is about actively changing the way it does business; becoming more focused on customers’ needs and exceeding their expectations from the bank.

According to him, the rebranding is just to make the new contract of a better and excellent service visible to its stakeholders. He therefore said that the rebranding is not just an external issue but an holistic effort that takes into consideration the totality of the operations of the bank, taking along with it the cultural re-orientation of its staff that it is bank that is service and customer driven.

For him, the new identity is a reminder of its rich background, with its history inspiring its future. He said that the new colours of green, blue and white represent fertile, transparent, vibrant and energy driven organisation. “It speaks of our upward trajectory – the journey through our conservative past to our progressive future. Our new identity comes with a renewed promise; no matter how tough the job, you can bank on us to get you ahead.”

The Fidelity Bank boss stated that though its identity is changing, it is not changing its core principles, reason its pay off line and slogan did not change.

“Our business environment is changing and we realize that to remain true to the customers we serve, it is imperative that we stay in tune with the times. Changing trends mean that over time brands age and require renewal. Major global brands also constantly evolve to remain relevant with the times and so it became obvious that we needed to reposition our brand as a modern and forward thinking bank.”

Okonkwo noted that Nigeria as a nation with a high youth demography, it is important that the bank appeal and connect to this segment of the society today, if not his organization would lose its tomorrow.

And to connect with these youths who are information technology complaint and other youth at heart members of the society, he said that the bank would be leveraging technology to improve customer service experience.

“Your bank has re-positioned its electronic channels and banking products to not only reflect our refreshed identity and the regulatory mandates of the Central Bank of Nigeria (CBN), but as a re-affirmation of our commitment to you.

“We have implemented a bespoke online banking system that offers an improved modern interface and consistent features across all web based platforms. This is in consonance with our commitment to support the Federal Government’s cashless initiative by providing better customer experience and convenience across electronic channels.
“Beyond that, our improved electronic banking system has drastically reduced the turn-around-time for online customer set up at all touch points, a clear testament of our resolve to continually surpass customer expectation.”

The Chairman, Board of Director of the bank, Dr Christopher Ezeh, said that the bank is taking away its old garment for a new one in order to serve the customers better. On hand to celebrate with the bank are critical stakeholders in the banking sector, staff and customers of the bank. Some of the customers who came in early went home with prizes.