Alliance Bank has launched its refreshed brand purpose, underpinned by the new tagline, “The Bank for Life”.
This new brand purpose underscores the Bank’s unwavering dedication to delivering differentiated solutions and customer service built on authenticity, integrity, and personalisation.
The strategic rebranding exercise complements the Bank’s Acceler8 strategy, which was introduced earlier this year to drive the Bank towards robust financial and non-financial performance.
“We believe that banking should be beyond just a transactional experience or an account number. “The Bank for Life” embodies our renewed commitment to meeting our customers’ diverse needs by prioritising their best interests, serving as a dependable partner at every step of their financial path throughout their lifetime. Our aim is to be the lifelong banking partner for all of our customers, supporting them at every phase of their life and helping to bring their aspirations to life,” said Mr. Kellee Kam, Group Chief Executive Officer of Alliance Bank.
“The Bank for Life” encapsulates Alliance Bank’s goals, mission and purpose, supporting the Bank’s growth ambition by positioning itself as a market differentiator. The refreshed branding serves as a compass, guiding the Bank’s multistakeholder approach by determining how value is created for customers, businesses, employees, shareholders and the community:
- Customers – Supporting consumer customers’ needs through every stage of life
- Businesses – Helping businesses grow and become more competitive and sustainable
- Employees – Nurturing and enriching employees’ skillsets and career
- Shareholders – Be a future-proof, stable and profitable organisation
- Community – Generating positive impact and contribution for the community
In tandem with this, Alliance Bank has unveiled a sleek, minimalist and seamless new website design that delivers an enhanced user experience.
The refreshed website streamlines access to various solutions, including credit cards, loans, and financing options, all conveniently available from the main page. Customers can stay informed about the latest bank initiatives, announcements, and promotions in a single glance.
“As we evolve towards becoming a bank for the community, we remain steadfast in our focus of establishing genuine, honest, and personalised relationships with our customers, communities, and stakeholders. Our omni-channel approach continues to serve as pivotal focal points, enabling us to proactively engage and foster meaningful connections with the community to better understand their needs,” Kam added.
