BSN undergoes massive corporate rebranding

Bank Simpanan Nasional (BSN) has introduced a refreshed brand identity and logo. The new corporate branding reflects both the evolution of the bank, as well as its vision for the future.

According to the report on The Star, BSN will be undergoing the new corporate branding over the next three years and will be spending about RM130 million from its capital expenditure.

The bank has unveiled a new visual identity that switches its corporate colour to teal, which it claims represents trustworthiness and reliability. The signature Pohon Pitis logo now includes 14 branches to represent the 14 states in Malaysia. The brand refresh will be rolled out across all customer touch points, including its website, social media channels, advertisements, company infrastructure and banking outlets nationwide in phases.

Along with the new look the bank is also introducing a new brand promise of “A Better Life Within Your Reach”. Keeping in line with the promise, BSN is building on the solid customer-focused operations that it established over the last few years to bring high-quality financial services to all Malaysians.

“After 40 years, BSN is a well-known brand in Malaysia. However, there is a difference in its brand perception if we look at the different demographics, so with this rebranding, we want to create a fresh brand identity that will resonate among all Malaysians,” BSN chief executive datuk Adinan Maning said.

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He added BSN has invested significantly over the years to transform all areas of the business to stay ahead of fundamental changes in the industry as well as meet the needs of customers.

He explained the rebrand “is not just about the manifestation of a long and arduous journey of rebranding an institution but rather, it is a testament of the bank’s enduring commitment and aspiration to continue supporting Malaysians (by providing retail financial services) from all walks of life regardless of circumstance and social standing.”

Going forward, the bank aims to be an integrated platform of financial services and infrastructure for customer by empowering them with access to banking services and innovative products. Adinan added that the bank has “reengineered” how it works to deliver on its new brand promise to customers. The bank will also look to having a deeper customer-focused approach.

“We are poised and ready to deliver a better banking experience on the back of the extensive modernisation of our network, IT and go-to-market structures. We have been accelerating adoption of modernised systems to improve access to financial services, and the steady growth of our customer base year on year reflects the success of this strategy,” added Adinan.

BSN has also introduced four distinct propositions as the bedrock of its brand promise to give customers a differentiated experience:

-Committed: We are committed to excellence in all that we do.

-Agile: We anticipate market trends and leverage on opportunities.

-Respectful: We value diversity among people, ideas and points of view and strive to put ourselves in their shoes to better understand their needs.

-Ethical: We are transparent, honest and uphold the highest moral values.

“We have transformed our entire operations to serve our growing customer base. Our new and technologically improved network and service points enable customers to fully enjoy high quality and better access to our banking services. We have also expanded our reach through agents in more locations nationwide to bring banking access to more Malaysians in more areas across the country,” Adinan added.

BSN is today one of the nation’s leading financial institutions with over 7,000 employees across 401 branches nationwide.