Introduction
Branding initiatives in First Bank of Nigeria Plc (FirstBank) are to strategically position the FirstBank Group as a national icon and an international player in the financial services industry.
After a century of operations, the Bank commenced the “Century II” business transformation project in 1996, which was revalidated in 2001 with the theme, “Century II – The New Frontier”.
As the Bank marked its 110 years of existence during which it pioneered the art and science of modern banking in the country, becoming Nigeria’s biggest and most prosperous financial services group, FirstBank in a fundamental brand transformation launch on Tuesday, April 27, 2004 unveiled a new chapter in its illustrious history: a new corporate identity, logo and official colours. The launch was the culmination of the Bank’s strategic re-engineering process, embarked upon to usher the Bank into its second century of operations.
Objectives:
- To revolutionize the Bank’s operations in line with the dynamics of the operating environment;
- To strengthen the bank’s brand, leverage and upscale the customers’ experience; and
- To project FirstBank as sophisticated and dynamic.
Having been around for over a century, we realized there was the need to refocus and energize our brand in response to contemporary realities of the business environment.
We also realized that this goes beyond change of logo, aesthetics and overall physical ambience of our workplaces. Thus, our brand transformation efforts entailed radical improvements in service delivery and renewal of trust/dependability, which are all self-evident in the present standing of the Bank as an epitome for dependability in the financial services sector.
While the Bank reflects the agility, dynamism, processes, technology and corporate mindset of a new generation bank, it lives up to its billing of being ‘truly the first’… by re-inventing and re-invigorating its entire set-up.
Brand Essence
The DNA of the FirstBank brand lies in its strength, size and dependability, typified by its brand icon, the African Elephant. Our brand essence is therefore Dependably Dynamic
- This singular concept drives the understanding of the brand;
- It is the soul of the brand and can be described as the one term that best personifies the behaviour, products and services of the Bank; and
- It captures the spirit of all the four brand pillars.
Our brand essence, Dependable Dynamic, is a holistic representation of our past, present and the future of FirstBank.
Brand Rating
FirstBank was rated a Superbrand in 2007, from a pool of 2000 highly graded brands in Nigeria, by the Superbrand Nigeria Council.
Brand Pillars
The FirstBank Logo