Absa Bank Tanzania Announces Its New Brand Promise

Absa Bank Tanzania today announced its new brand promise to the market. The repositioning of the brand signals a shift to be a more deliberately customer-centric business with the new brand promise of ‘Your Story Matters’.

The bank made this announcement following a similar announcement made recently 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.

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 grown 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”.

Also commenting, 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.”

He further said that the new brand promise represents the culmination of the bank listening and learning from its customers, staff, and community at large, planning, strategizing, collaborating, and co-creating a powerful purpose, honorable values, a clear vision and an unwavering commitment to create an Empowered African future, together… one story at a time.