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In the realm of financial services, awards are far more than decorative accolades; they are powerful endorsements of an organisations strategic direction, its operational excellence, and its dedication to serving its customers. Over the course of 2023, First National Bank (FNB) amassed a raft of industry accolades, including two premier brand awards recognising this financial services company’s commitment to living up to its brand promise of How Can We Help You?
Named the Strongest Banking Brand in the World by Brand Finance, FNB achieved a brand strength index of 93 out of 100 and a AAA+ rating, positioning it firmly at the pinnacle of banking excellence, not only on the African continent but also globally. Later in 2023, the strength of the FNB brand was again acknowledged when it was named South Africa’s Most Valuable Brand in the Kantar BrandZ Most Valuable South African Brands rankings – the third time it has achieved this notable position in four years.
Reflecting on these two standout moments for the FNB brand last year, Jacques Celliers, CEO of FNB says that it was both exhilarating and humbling to be recognised but emphasises that awards are not the reason why FNB does what it does. "Our vision transcends accolades,” he explains, “and the many awards we have garnered are a consequence of our tireless pursuit of excellence in every touchpoint with our customers. We are committed to going further than simply offering banking services and truly want to be seen as a trusted partner on each customers life journey.
“The remarkable achievements in 2023 were reflective of the the many years of hard work and innovative solutions across all our pillars of Transact, Credit, Invest, Insure and Connect across both Retail and Commercial segments, adds Celliers.
It also came off the back of FNB’s brand refresh that it undertook just over a year ago, and which saw it accelerate its efforts to lead with integrated advice in order to deliver fully on its promise to help its customers. This brand realignment was supported by the brand’s immense investment into its digital platform ecosystem, which included reimagining its digital interfaces and increasing its focus on lifestyle offerings.
“When we took the bold step to refresh our brand – an exercise that was visually represented by the modernisation of our unmistakable acacia tree and rising sun logo – our intention was to demonstrate our strategic intent to be an even more forward-looking, digitally driven bank that offers solutions that are helpful, easy and safe,” Celliers says. “As a brand that’s been part of the South African business landscape for 185 years, FNB is now one of the largest banks in SA, yet we have never lost our pioneering spirit; and we still pride ourselves on being a trailblazer and innovator.”
But he highlights that FNB is also an organisation that cares deeply – for people, customers, the societies it serves, and the planet. “That’s why we were very proud to introduce FNB Care onto our platform last year, giving customers the opportunity to join us in making a difference in society by donating to causes close to their hearts,” he says. The FNB Care feature extended the well-established programmes already put in place to help the elderly and support early childhood development initiatives”.
The powerful brand accolades received by FNB in 2023 underscore the value of these diverse displays of helpfulness and reinforce the fact that FNB remains a much-loved brand that genuinely cares and is committed to making a difference in people’s lives. “The FNB brand resonates deeply with our customers, who trust us to provide them with the integrated solutions they need to meet the evolving demands of modern life,” Celliers concludes, “and as we enter 2024, we’re excited by the enormous potential on our continent and the role we can play in helping our current and future customers to build the lives and futures they desire.
This post and content is sponsored, written and produced by FNB.
