09 Oct 2022

First National Bank (FNB) has revamped its iconic acacia tree logo and redesigned its website and banking application. 

  Speaking during the launch in Gaborone on Friday, FNBB CEO, Mr Steven Bogatsu said through the years, FNB has achieved milestones and has been at the forefront of innovation to provide help to its stakeholders.

 With 184 years in Africa and 31 years in the country, Mr Bogatsu said the FNB brand journey was one that spanned numerous years of change, evolvement, and growth.

“Steeped in a rich heritage which has built trust and relationships over time has meant keeping this iconic brand relevant in an ever-changing environment while retaining the equity it has built,” he said.

He also said the application of the brand had evolved over the years in line with shifts in business strategy from using “First National Bank” to “FNB”, elevating the positioning of being an integrated financial services brand, to the iconic tree logo which has had Batswana refer to as Banka ya setlhare.

“Over the last five years, we have had a consistent brand application for FNB, which has enabled the bank to establish a strong brand presence and overwhelming recognition in the market,” Mr Bogatsu said.

He said this was achieved through financial inclusion, where the bank had successfully extended its banking services to more remote locations through a service named CashPlus.

“Our CashPlus outlets grew by 81 per cent, while CashPlus transaction volumes increased by 137 per cent to the value of P1.9 billion,” he said.

Moreover, Mr Bogatsu said the bank had also continued to register growth across all digital platforms as customers appreciate the ease of electronic transactions as well as the option to serve themselves in the form of convenient, value-added service.

“About 96 per cent of our customers use one of our digital channels with 44 per cent taking usage of the FNB App,” he added.

He said as such, these efforts had landed the foundation to position FNB as more than just a bank but an integrated financial services platform which enabled customers’ lifestyles.

“The bank is intentionally shifting to a customer-centric brand that allows for differentiation across the continuum, enabling consumers to easily understand, and use the extended offerings while creating a seamless digital user experience across interfaces and this is how we will ensure an unmatched customer experience,” said Mr Bogatsu.

Meanwhile, FNBB Marketing and Communications Director, Ms Peo Porogo said FNB was redefining ‘help’ with a refreshed brand positioning which focused on providing help beyond products and services to deliver an enhanced customer experience for all its internal and external stakeholders.

“With this brand refresh, the bank is going beyond asking customers ‘how can we help you and going bravely into the space of pro-actively offering the help you need before you know you need it!” she said.

Concerning their banking application, Ms Porogo said they had set out on a journey of a new user experience underpinned by personalisation.

“Customers can now personalise their FNB App by customising its home screen and selecting frequently used or preferred features, at the same time, they can also view a snapshot of their transactional accounts, credit, investments and value-added services,” she said.

She also said the new positioning marked a renewed energy not only for FNBB but for their customers as they set out to roll out a suite of products and services which would advance their banking experience.

“At FNBB, we are problem solvers, and we push ourselves to be better on behalf of our customers, each other and our community,” she said.

Ms Porogo said they challenged themselves to push for new answers and keep thinking and innovating.

“This is an exciting milestone in our continued journey with Batswana as the bank that understands, when change happens, we can help,” she said. BOPA