It is important for brands to have a position statement that is well established. Every effort will be geared towards sustaining such brand positioning statement to differentiate such brand and its offerings.
The First Bank brand is a premier bank and a leading financial services company. It has evolved over the years as a virile and credible financial brand. The only thing I remembered several years ago was ‘First Bank………. since 1894’ and how the bank looked in its entirety like an old British establishment. That was the First Bank of then, as the brand has been repositioned and retooled for impact. The bank has become the proverbial old wine in a new bottle. It has tried to align with the yearning needs of its audience.
I wrote years back on the First bank brand and my first contact with it as my father’s bank. I had always perceived First bank as old fashioned but my perception changed as a result of my close interaction with the bank. I cannot forget in a hurry one Miss Owadayo and Chichi at the Oba Akran branch. They indeed proved their mettle as worthy branch ambassadors as customer service officers of the bank. Chichi is now with Akowonjo branch where I met her again. Personable and eager to solve problem, Chichi is a customer service any discerning bank customer will desire. The moral of my story is that First bank has adopted a dynamic and robust approach to service delivery.
The brand as increasingly responded positively to the need of his clientele through its trans-generational relevance. This has clearly improved the ratings of the bank.
The brand’s Excel series is a pro-active and dynamic response to the ever increasing youthful populace. This is a plausible approach to reaching out to the future customers of the band. The programme to a large extent has deepened equity for the brand. However, this should be a continuous platform to consistently put the customers first.
The strategic thrust of the new communication platform of the First Bank brand is one that stimulates one’s interest in the brand. The brand is living up to its brand essence and it as changed the communication direction to touch base with the customers.
The new advert on ‘believing the customers’ is a strong statement designed to assure the customers of its preparedness to have trust in its customers. It signifies that the brand focuses on the customer value by having faith in the pursuits, desires and aspirations of the customers. The First Bank brand is also placing premium on its customers by underscoring its commitment to make them succeed. The whole essence of the brand is to ensure that it provides adequate support needed for its customers to achieve their goals in life.
The First Bank brand with their “you first” slogan is fortifying its hold on the customer. The brand is now maintaining a customer centric approach to provide qualitative service delivery to its clientele.
The brand should ensure that its interval stakeholders align with new communication platform. The staffs need to be immersed thoroughly in ensuring customer satisfaction at all times.
The First Bank brand has indeed been fortified with its dynamic approach in presenting the brand in a refreshed manner to the customers. This is a well-established point of differentiation which should be sustained.
It is my humble submission that the brand should sustain this new direction in all its entire operations. It is a good thing First Bank is accommodating changing customer preferences to remain competitive.
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