Brand Leadership Delivers An African Inspired Brand Vision, Name And Identity For Teba Bank
6 October 2010
Brand Leadership’s integrated solution for Teba Bank, now ubank, encompassed developing a brand value proposition, a new brand name, brand identity and application of the new brand across key brand touch points.
“It isn’t everyday that one has the opportunity to re-brand an iconic brand with a history that is integral to the economic fabric of Southern Africa, as well as its unsung heroes, the millions of migrant workers,” says Sue Rowan, Brand Leadership’s Brand Activation Director. “The challenge in re-branding the bank was that while moving the brand forward and making it accessible to newer markets, the new brand had to retain the essence of its history.”
The new brandmark, derived from a fingerprint with concentric circles growing outwards, elegantly captures the bank’s heritage and is inspired by miners, many of whom could not write, whose official signature was their thumbprint – “isthupa” in Zulu. The new brand succinctly demonstrates Brand Leadership’s renowned leadership, underpinned by its proprietary approach, “Africa Inside,” to deliver world class African inspired brands.
“ubank is a name that more accurately reflects the transformation of our business in recent years into a mainstream bank. We want to broaden our customer base and offer products and services that are relevant to the general South African public,” says Mark Williams, ubank Chief Executive Officer.
ubank was established in 1975 to serve mineworkers and their families and holds R3bn in deposits. The bank now serves over 500,000 South Africans, across 90 branches, 52 agencies and 74 ATMs. The ownership of the bank rests in a Trust held on behalf of its customers and communities.
