Standard Bank looks to inspire hope with new brand positioning

Posted on: 6 July, 2020 at 7:16 PM

All brands and businesses evolve. As the biggest bank in Africa by assets, Standard Bank is on a journey that reflects the evolution of the lives and experiences of its customers and all Africans.

This is what motivated Standard Bank to change its brand positioning and tagline and adopt one that epitomises where it sees its role in Africa today.

“Our customers often ask themselves if their dreams can be. Can it be that I will one day own my dream home? Can it be that I will be able to build enough wealth to take care of my children? Can it be that we can turn a local business into a global player? As their financial partner it is our responsibility and privilege to answer these questions. And we do that proudly in a resounding message which says, ‘It Can Be’. This is our new tagline,” says Thulani Sibeko, group marketing executive, Standard Bank.

‘It Can Be’ reflects how Standard Bank has evolved, and continues to evolve, in a way our clients expect, and it represents our positive attitude about Africa and the possibilities that exist on the continent.

“Standard Bank believes that dreams matter. They fuel our growth. Together with our clients we need to take new uncharted paths to realise them,” says Sibeko. “In deciding on our new tagline, our research showed that people and businesses are looking for a brand to believe in them, inspire them, and journey with them. They want a bank that can help them realise their ambitions – personally or as businesses and which always puts them at the centre of the discussion. ‘It Can Be’ allows us to do this because it is about finding new ways to make dreams possible.”

This refreshed position is about inspiring belief in Africa’s future while showcasing Standard Bank’s client-centric and inventive solutions. It’s about being bold and innovative changemakers who are more curious, and more responsive.

Standard Bank’s purpose remains the same. “Africa is our home. We drive her growth. By moving to a new positioning and tagline, we are changing how we bring the purpose to life in all our markets across the continent. Our customers have dreams and aspirations and we will be the enabler to make their dreams to come true. This is the essence of It Can Be.”

The repositioning is embodied through several existing client solutions and Standard Bank’s efforts to support its customers during the uncertain times of the Covid-19 pandemic.

Standard Bank offered instalment relief for personal and business banking customers across its markets in Africa, and in South Africa offered 25% cashback on car insurance premiums. It has also partnered with both private and public sector to provide debt and payment relief for small businesses across the continent.

Recently, Standard Bank and Microsoft partnered to bring e-learning to South Africans with the aim of rolling this out to the rest of the continent.

Through its SimplyBlu e-commerce solution Standard Bank offers business owners a cost effective and secure online extension of their business which accepts electronic payments quickly and easily. Standard Bank has also leveraged technology through DigiMe, which makes use of the latest biometric and facial recognition software, combined with two-factor authentication to create a safe and secure banking experience.

In Nigeria, Stanbic IBTC launched an enhanced and upgraded mobile app for customers, while Stanbic Uganda launched a Covid-19 Business Information Hub in partnership with ConsumerCentriX, to provide information and solutions for entrepreneurs struggling with the financial consequences of the pandemic.

In the business category, our continent-wide Trade Services creates a secure, safe, and trusted environment for trade by providing access to best of breed suppliers, buyers, and providers.

In South Africa, to reduce the risk of fraud when buying or selling online Standard Bank launched its Escrow service. As a buyer, the Escrow service safeguards funds in a trust until the seller delivers what was promised. Sellers also have peace of mind as the trade will only start when the buyer has the agreed funds.

“Now is the time to begin a narrative of hope, belief and optimism. The phrase ‘It Can Be’ is a celebration of the human spirit, of the belief in our dreams. There is no better time to introduce this new positive message as encouragement to keep going,” says Sibeko.

Standard Bank Group is the largest African bank by assets with a unique footprint across 20 African countries. Headquartered in Johannesburg, South Africa, it is listed on the Johannesburg Stock Exchange, with share code SBK, and the Namibian Stock Exchange, share code SNB.