By Raymond Rex Awiagah
Background
In a strategic move to enhance its presence, FBN Bank Ghana has officially rebranded to FirstBank Ghana.
The transition marks an exciting chapter for the bank and its customers, signaling a commitment to delivering enhanced banking solutions and services.
Also, the rebranding reflects FirstBank Ghana’s commitment to maintaining its position as a leading financial institution in Ghana and beyond.
Interestingly, with its history of excellence spanning decades, FirstBank Ghana brings a wealth of experience and expertise to the Ghanaian market.
CEO of FirstBank Ghana speaks on customer-centric
Commenting on the rebranding, the CEO of FirstBank Ghana, Victor Yaw Asante, said with the rebranding, the bank would channel its strength to achieving the status of a first-choice bank by becoming more customer-centric.
“This is way beyond the symbolism of a name change. It is a full embrace of what our group has come to be known for,” he said.
Point of view by Acting CEO of the parent company, FirstBank Group
For his part, the acting Chief Executive Officer (CEO) of the parent company, FirstBank Group, Olusegun Alebiosu, explained that the change was a reaffirmation of the FirstBank Group’s commitment to Africa, and particularly Ghana, which had immense potential and opportunity.
He added that the strategic step aligned with the FirstBank Group’s vision to be the leading international banking group in sub-Saharan Africa through a monolithic brand strategy.
“With the name change which would ensure that, for the first time, all our subsidiaries across sub-Saharan Africa and in Europe, together with the parent entity, use the name
‘FirstBank’, we aim to leverage our strong heritage and brand equity to position them more strongly. “This will result in better brand clarity, uniformity, and consistency for the benefit of our stakeholders, particularly our customers across our global footprints.
Most importantly, it would contribute to our subsidiaries making greater contributions and impact in their markets,” he said.
The Big Assurance from FirstBank Ghana
Mr Alebiosu reassured stakeholders of the bank’s commitment to Ghana’s economic growth and development, and to empower customers by providing enhanced products, services, and initiatives that support their diverse needs.
He said the bank’s focus on digital innovation, customer satisfaction, and operational excellence would be stronger than ever. “As we strive to solidify our brand’s connection to our stakeholders here, we commit to ongoing collaboration with our regulator to actively contribute to enhancing the country’s financial services sector. We reaffirm our commitment to full compliance with the laws governing the banking business in Ghana,” he said.
Finance Minister Speaks on the Economy
The Minister of Finance, Dr Mohammed Amin Adam, commended the bank for its pivotal role in the Ghanaian economy. He explained that the government’s fiscal consolidation efforts were on track to reduce fiscal deficit due to the ongoing fiscal consolidation reforms and the external debt restructuring while reducing inflation to 15 percent by the end of this year.
To achieve that, he said, banks such as the FirstBank Ghana needed to support the government to spur growth, particularly in the area of support for small and medium-scale enterprises since they were the backbone of the economy.
“FirstBank Ghana’s strong financial performance and consistent adherence to sound banking principles have positioned it as a leading player in the industry, which puts them in a strong position to deliver on this expectation,” he said.
The Governor of the Bank of Ghana speaks on Reflections
The Governor of the Bank of Ghana, Dr Ernest Addison, congratulated the bank on its work in financial technology and supporting various types of businesses. He, therefore, encouraged the bank to strengthen its innovation system to produce tailor-made products that covered the needs of the population.
He added that the central bank would continue to be vigilant to ensure that banks complied with regulations in the sector to build trust and confidence in the financial institutions.
Conclusion
As part of the rebranding process, customers can expect to see changes in signage, branding materials, and digital platforms, all designed to reflect the new identity and reinforce the bank’s commitment to innovation and customer satisfaction.
The occasion featured performances by Ghanaian music artists Samini and Sarkodie. It was a moment of reflection on the footprints made by the bank since its establishment in Ghana as it ushered in a fresh corporate name while maintaining the African elephant as its logo.