Kuwait - Burgan Bank unveiled its new corporate identity, signifying a new phase of progress, at a press conference held at its head office Wednesday. Explaining the significance of this change Chief Executive Officer (CEO) of Burgan Bank Jonathan David Lyon said, "over the past four years, we have undergone the most extensive internal change program in our history. This entailed adopting best practice, enhancing our products, services and branches through a customer-centric approach. Our new identity is a firm statement of our pledge to that change and above all our commitment to people." The new identity is thus a living, breathing symbol of a holistic strategy and is based on the pillars of people, relationships, partnership and trust, he added.
The unveiling of the new corporate identity is a milestone which represents the underlying values of the bank which have resulted in its success to date, as well as a milestone from which to look ahead towards a bright future, he noted. The design of the new corporate identity draws inspiration from a ring, which has been used cross-culturally for thousands of years as a symbol of partnership and commitment. "This represents our underlying brand values of trust, enduring partnerships and fruitful relationships," explained Jonathan Lyon.
Relationship
"We see ourselves as your financial partner and seek to form a relationship based on integrity and trust wherein we can provide innovative services that prove that we understand and want to support your different needs at all stages of life." But the promise that the bank made Wednesday is not limited only to its customers, employees and shareholders. "Our commitment today is to the nation as a whole, for we realize that our progress and that of the country is inextricably interwoven," said Jonathan Lyon.
"We measure our success by the degree to which we make a difference in the lives of all people -- our customers, employees, stakeholders, partners, the banking industry at large and the wider social community." This, he added, is the crux of the corporate identity, which reflects a vision to significantly touch lives of each and every person whom the bank shares a relationship with as every such person plays a key role in steering the bank towards success. The new corporate identity is a culmination of a transitional process which began four years ago through the consistent application of adopted best practice in corporate governance, risk management, human resource development and customer experience management. Besides the progress achieved in the growth of its balance sheet and productivity, this has also resulted in recognition from the industry in the form of 'Best Bank Corporate Governance Award' (Hawkamah, UAB), 'The Best Local Private Bank' (Euromoney), 'Best Marketing' (Middle East Business Achievement Awards) etc. Over two years ago, the bank launched Project Bright Future, focusing on its retail business in order to undertake an internal restructuring of branches, services and products.
Enhanced
This involved a branch strategy unique to the region which categorized and remodeled branches into three types -- Financial Centers, Solutions Branches and Transaction Branches -- to suit the specific banking and financial needs of various segments of customers. The bank also enhanced its customer services through the introduction of a new Customer Experience Management (CEM) Division and the Customer First Initiative which spelt out how integrating technology, systems and staff expertise can enable the bank to better meet the needs and preferences of customers. Moving forward, the new corporate identity will be further implemented across all business functions from retail branches and marketing communication to enhanced customer service and community activities. "We are very serious and committed to translate the values of our new identity into reality. In that sense, this is a very significant moment for us because it represents more than just a change in our corporate image," stressed Jonathan Lyon. On a closing note, he said, "our logo encapsulates what we stand for, the ideals we cherish and have internalized and which we will realize for you in all possible ways."
Abubakar A. Ibrahim
© Arab Times 2007
