CBL em­barks on re­brand­ing ex­er­cise

Lesotho Times - - Business - Retha­bile Pitso

THE Cen­tral Bank of Le­sotho (CBL) held a con­sul­ta­tive meet­ing with var­i­ous stake­hold­ers on Mon­day to gather views ahead of a re­brand­ing ex­er­cise.

Among the stake­hold­ers in at­ten­dance at the meet­ing held in Maseru were rep­re­sen­ta­tives from com­mer­cial banks, in­sur­ance com­pa­nies, me­dia and higher education in­sti­tu­tions. Ac­cord­ing to CBL Pub­lic Re­la­tions Man­ager, Ephraim More­mo­holo, the apex bank in­tends to re­brand its

logo, corpo- rate colours and val­ues as out­lined in its 2015/2019 strate­gic plan.

He said the CBL had en­gaged lo­cal mar­ket­ing firm Va­lence Group and South African brand de­sign com­pany Etiket as con­sul­tants in the process.

“Last year, we de­vel­oped a five-year strate­gic plan in which we pur­posed to im­ple­ment changes to bol­ster the CBL’S im­age,” Mr More­mo­holo said.

“We de­cided to re­brand aspects peo­ple iden­tify with the bank such as our logo, val­ues, and con­duct when we de­liver var­i­ous ser­vices. We also in­tend to mod­ernise our fa­cil­i­ties to en­sure we pro­vide ef­fi­cient ser­vices.”

He said the re­brand­ing ex­er­cise was meant to en­sure the bank re­mained rel­e­vant to mod­ern-day needs.

“The CBL is work­ing to­wards im­prov­ing ser­vice de­liv­ery through the use of mod­ern tech­nol­ogy such as mo­bile money trans­fers and bank­ing,” he said.

“We are try­ing to move away from the tra­di­tional way of do­ing busi­ness through in­no­va­tion and cre­ativ­ity. Staff mem­bers are also us­ing tech­nol­ogy to im­prove ser­vice de­liv­ery.”

Mr More­mo­holo said, when com­pleted, the ex­ten­sion to the CBL build­ing would re­flect the mod­ern di­rec­tion the apex bank is tak­ing.

“The on­go­ing ex­ten­sion of the CBL build­ing is in line with our ob­jec­tive to be a mod­ern bank of­fer­ing var­i­ous fa­cil­i­ties such as the newly-es­tab­lished Maseru Se­cu­ri­ties Mar­ket,” he said.

“The build­ing is an ex­am­ple of what we mean when we say we want to pro­mote ef­fi­ciency. When there are fa­cil­i­ties and re­sources, the staff will also be­come more ef­fi­cient in meet­ing the needs of our cus­tomers.

“The main aim is to bring the bank closer to the peo­ple, as well as mak­ing it more ac­ces­si­ble and ap­proach­able.

This is our way of pre­par­ing to­wards achiev­ing those goals.”

CBL Pub­lic Re­la­tions Man­ager Ephraim More­mo­holo

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