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Monday, February 26, 2024

Absa Bank Tanzania announces its new brand promise

 Absa Bank Tanzania has announced its new brand promise which marks the next evolution to the Absa brand journey.

Absa Bank Tanzania made this announcement following a similar announcement made last week Friday by Absa Group Limited, its parent company, which is one of Africa’s largest diversified financial services groups that owns majority stakes in banks in Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, South Africa, Tanzania (Absa Bank Tanzania and National Bank of Commerce), Uganda and Zambia and has insurance operations in Botswana, Kenya, Mozambique, South Africa and Zambia. 

Absa also has representative offices in China, Namibia, Nigeria and the United States, as well as securities entities in the United Kingdom and the United States, along with technology support colleagues in the Czech Republic.

Speaking during the official announcement, Mr Obedi Laiser, The Bank’s Managing Director, said “Today we are taking the next step on our business and brand journey, revealing our newfound vision as a purpose led and values driven business, and communicating our new brand positioning.

Since we launched the Absa brand in Tanzania four years ago, the brand has gown significantly and it has now evolved to better reflect where we are now, our global ambitions and to align with our new purpose. We are concentrating on what we do AND why we do it: our purpose and aspiration - to be a leading African bank, empowering Africa’s tomorrow, together … one story at a time.”

The new brand promise which the bank has announced is encapsulated in a short and easy to remember phrase “Your Story Matters”.

When asked about what this new phrase means and what it promises to its stakeholders, Mr Aron Luhanga, the Bank’s Head of Marketing and Corporate Affairs, said “Your Story Matters is more than a phrase to us – it is a promise and a commitment. It reveals our customer-centric approach in which we listen to and care about the unique journey of each person and entity we serve.

 It speaks about how we as an organization value individual customers and want to be part of their personal and financial narratives. It defines us as a bank of the future; one that is more than just a financial services institution but also a partner on each customer’s life journey.”

Mr Luhanga went on to state that the new brand promise represents the culmination of the bank listening and learning from its customers, staff, and community at large, planning, strategising, collaborating, and co-creating a powerful purpose, honourable values, a clear vision and an unwavering commitment to create an Empowered African future, together… one story at a time.

In his concluding remarks, the Managing Director, said “Our customers, communities, colleagues, and the public at large should brace themselves for seeing a much more human-centred bank that takes interest in the unique journeys of all its stakeholders and excited to being part of their unique stories.

 We are committed to solutioning the challenges our customers, communities, and colleagues face in their life journeys in such a way that builds a lifetime legacy of true friendship and partnership, because their stories matter to us.”

The Managing Director for Absa Bank Tanzania, Mr. Obedi Laiser (left), addresses a media conference during the media launch of the bank’s new brand promise dubbed ‘Your Story Matters’ in Dar es Salaam today. Looking is Absa Bank Head of Marketing and Corporate Affairs, Mr. Aron Luhanga.

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