As part of brand revitalisation, UOB has announced its brand refresh in line with its Purpose – Building the future of ASEAN: For the people and businesses within, and connecting with, ASEAN – a clear and bold statement reflecting the Bank’s long-term strategy and commitment to the region.
On top of that, UOB also unveiled its refreshed logo and seal mark, new apparel and an integrated regional brand campaign ‘Doing Right By You’ to showcase the Bank’s transformation to be future ready for its customers and its people in the new banking era.
The brand refresh signals UOB’s strategic intent to intensify its focus and investment in the region to develop and help realise the potential of the people in ASEAN. It also reinforces UOB’s commitment to facilitate economic flows within and with ASEAN to support businesses across generations and not just a re-branding exercise or a marketing campaign.
“We have always believed in the potential of ASEAN, with its favourable demographics and resilient fundamentals. As ASEAN re-starts its engine of growth post-pandemic, it is timely for us to unveil our sharpened Purpose and brand refresh,” Mr Wee Ee Cheong, Deputy Chairman and Chief Executive Officer of UOB said.
“Today, we have the most extensive ASEAN footprint among the Singapore banks. By the time we celebrate our 100th year in 2035, we want to be the most preferred bank for both consumers and businesses across our key markets. A truly regional bank that helps our customers achieve their aspirations,” he added.
As a key component of the brand refresh, the Purpose statement underscores UOB’s promise to do right by its stakeholders, including customers, colleagues and the community. To deliver on its Purpose, the Bank will double down on three strategic areas – Connectivity, Personalisation and Sustainability.
Connectivity calls out the core strengths of UOB – its unparalleled regional footprint and one-bank approach that help businesses to connect with and within ASEAN, opening doors to new opportunities of growth across ASEAN.
Personalisation captures the Bank’s focus on customer-centricity and commitment to understand the unique needs of each individual customer, achieved through a combination of data and relationship-led insights. This enables the Bank to create
solutions that are closely aligned to customer needs, in a manner that engages them and better anticipates their life goals.
Sustainability reflects the Bank’s long-term approach to the future, specifically the importance of impactful and sustainable development across the region. It captures the Bank’s commitment to help businesses to advance responsibly and to positively impact the environment and foster social inclusiveness alongside economic progress.
UOB will also be rolling out an integrated regional brand campaign through a series of brand films and advertisements on TV, print, digital and out-of-home channels that include airports.
The two key messages in the campaign – ‘You Are Unique’ and ‘One Bank for ASEAN’, articulate how we deliver on personalisation and connectivity respectively, to demonstrate our promise of doing “Right by You”.
Meanwhile the regional brand campaign began on 15 September 2022 across seven markets namely Singapore, Malaysia, Hong Kong, Indonesia, Mainland China, Thailand and Vietnam.
“Our brand refresh and sharpened purpose to build the future of ASEAN, reaffirms our commitment to the country. With our deep roots and strong heritage in Malaysia, we have been supporting the country’s growth for over seven decades. This brand refresh reflects our progressive transformation, and is timely as we celebrate UOB Malaysia’s 71st anniversary and continue to invest in our footprint in the country though the acquisition of Citi’s consumer business. The acquisition is targeted to be completed within the fourth quarter this year,” Ms Ng Wei Wei, Chief Executive Officer of UOB Malaysia said.
