Standchart to refresh its brand

Story: Boahene Asamoah

STANDARD Chartered Bank, Ghana, one of the leading banks in the country has undertaken a week long activity to refresh its brand.
The Blue and Green Week celebration which is being observed through out its network of branches in the world is meant to reinforce its brand values among its staff and other customers.
At a media interaction, the Area Head of Corporate Affairs for West Africa, Nii Okai Nunoo, said the Blue and Green colours which represent the colours of the bank were to align its human resources with its brand and core values.
“It is not just about the colours but about what we stand for, our people, our culture and how we treat our customers and how we contribute to our communities”, he stated.
He emphasised the need for the group-wide brand initiative which was vital in the face of stiff competition which could be the defining feature of success.
“To achieve this success therefore, we continue to highlight the very essence of our brand values, which are; courageous, responsive, international, creative and trustworthy”, Nii Nunoo stated.
He said as part of the activities marking the week’s celebration, refresher workshops for all managers and unit storming sessions of the values of the bank were being undertaken.
Again, he said the staff town hall and “people in action” night, staff competition and internal and external communication on the uniqueness of the bank’s brand has been done.
In her intervention, the Area Head of Human Resources, West Africa, Mr Florence Hutchful said the values expoused had made the bank distinct in the competition
“It is the combination of leading by example and being the right partner that makes us different, she stated, adding that “it is our people that make the difference”.
Mrs Hutchful said the company had developed a workplace culture which engenders trust, engagement, diversity and inclusion.
She said the celebration of the brand values went beyond the weekly celebration, adding that “ our vision is to double the brand value by 2011”.
The brand value of the bank currently stands at $4 billion.
Mrs Hutchfull stated that the bank would continue to deliver more quality services to its customers as outlined in the core values of the bank’s brand.
As part of the celebration, staff of the bank are wearing a combination of the two colours, while customers of the bank who unknowingly wear or dresse in colours of the bank receives a surprise branded promotional materials from the bank.
The bank will use the occasion to reward some gallant workers who have performed execeptionally at a programme dubbed the Staff Town Hall.