Page 5 - INSIDE ACCESS January 4th EDITION

LIVING THE BRAND Maintaining
a strong Brand
In a market as diverse as the Nigerian market, strong and weak brands emerge over a period of time. A brand is considered weak when it cannot communicate its values at every touch point, when employees and customers do not know what the brand stands for or when customers consider the brand to be easily interchangeable.
Strong brands on the other hand are dependable, promises made by these brands are authentic and they ring true in the eyes of leadership, employees and customers. Strong brands enjoy brand loyalty from their customers.
Access Bank, to a very large extent, is considered a strong brand in Nigeria. Over the years, we have managed to carve a niche for ourselves through our clear brand values and long term brand strategy.
However, maintaining a strong brand requires constant work
and focus because by virtue of our position, we have the attention of the world. If customers receive poor service from a weak brand, they will either overlook it or go somewhere else, but if customers receive poor service from a strong brand such as Access Bank, they will openly show their dismay and dissatisfaction based on the brand reputation we have created that in turn gives way to increased customer expectations. Although there are several similar brands and services available, our services and unique products are tailored to our different market segments with a focus on constant innovation driven by customer needs and choice. All of which contribute to the making of a strong brand.
The Bank's products alone do not communicate the brand. Your actions, your commitment to service in whatever corner of the Access Bank world you find yourself in will help Access Bank remain a strong brand and a force to be reckoned with in the banking industry.
Maintaining our position as a strong brand benefits not only the organization but as an individual as well.
Next week, we will talk about the benefits of a strong brand to you as an employee as well as specific things you can do to help maintain this status.
Contributed by Oluwaseyi Adekanye
PAGE 5 INSIDE ACCESS | JANUARY 2021 4TH EDITION