Absa Bank Tanzania announces new business and brand promise

Dar es Salaam. Absa Bank Tanzania on February 26 officially announced the repositioning of its brand on the market.

The repositioning signals a shift to be a more deliberately customer-centric business with the new brand promise of ‘Your Story Matters.’

The announcement in Tanzania follows a similar announcement made at the weekend by Absa Group Limited, its parent company.

The Absa Bank Tanzania managing director, Mr Obedi Laiser said in Dar es Salaam that the new brand promise reveals the lender’s new-found vision as a purpose-led and values-driven business.

“We are concentrating on what we do and why we do it….,” he said.

According to the bank’s head of marketing and corporate affairs, Mr Aron Luhanga, the new brand promise reflects the lender’s promise and a commitment to its clients.

“It reveals our customer-centric approach in which we listen to and care about the unique journey of each person and entity we serve. It speaks about how we as an organization value individual customers and want to be part of their personal and financial narratives,” he said.

“Your Story Matters”, said Mr Luhanga defines Absa as a bank of the future and one that is more than just a financial services institution but also a partner on each customer’s life journey.

According to Mr Laiser, the bank’s customers, communities, colleagues, and the public at large should brace themselves for seeing a much more human-centred bank that takes interest in the unique journeys of all its stakeholders and excited to being part of their unique stories.

Apart from Tanzania, Absa Group also operates in Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, South Africa, Uganda and Zambia. It also has insurance operations in Botswana, Kenya, Mozambique, South Africa and Zambia.

Absa also has representative offices in China, Namibia, Nigeria and the United States, as well as securities entities in the United Kingdom and the United States.