FBN Bank Ghana

Project: Rebranding and Official Launch of FBN Bank Ghana

Industry: Banking and Finance

Expertise: Brand Strategy, Marketing campaign, Event Management, Visual Design

Challenges

In 2014, International Commercial Bank Ghana (ICB Ghana) faced a significant challenge as it embarked on a journey to rebrand itself as FBN Bank Ghana. The new owners and management team sought to shed its old image and introduce a fresh identity that would resonate with customers and stakeholders. The goal was to address the following:

  • A Refreshed Brand Image: ICB Ghana needed to shed its old image and legacy issues, introducing a fresh identity that resonates with customers and stakeholders
  • Aligning with New Ownership: The bank needed to align its brand identity with FBN Bank Nigeria's new ownership and vision
  • Increasing Brand Awareness: FBN Bank Ghana aimed to increase brand awareness and recognition across all sectors
  • Positioning as Innovative & Customer-Centric: The bank sought to position itself as innovative and customer-centric, differentiating itself from competitors

Approach:

To address the challenge, Media Majique developed a comprehensive rebranding strategy and launch plan that would effectively introduce FBN Bank Ghana to the market. Our solution included a visual strategy, designing and implementing a marketing campaign, to introduce the new brand and management team. This required organizing a launch event to showcase FBN Bank Ghana’s innovative services and products, and providing media and public relations support to secure coverage and build brand reputation.

Outcome:

  • Over the course of the 1-year campaign, the rebranding and launch of FBN Bank Ghana was a resounding success, with the bank experiencing increased recognition and patronage
  • The rebranding campaign generated over 30 positive media articles and features, reaching a large audience across diverse channels within the first 3 months
  • The campaign generated positive media coverage and public perception of the new brand and management team, leading to improved customer engagement and loyalty
  • Today, FBN Bank Ghana is established as a customer-focused bank in the Ghanaian market, poised for continued growth and success
  • The Bank saw a 25% rise in customer engagement through its digital assets within the first year

Interventions:

  • Speech Writing
  • Stationery
  • Press Ads
  • Creative Design
  • Social Media Management
  • Event Management
  • Merchandising
  • Daily Media Reports
  • Competitor Analysis
  • Public Relations
  • Media Tours
  • Reputation Management
  • Tactical Campaigns
  • Press Kit
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