Warrens , Barbados – With the conversion of the signage at its head office building in Barbados, FirstCaribbean International Bank officially began introducing its new brand and visual identity to the Caribbean and the world.
“Financial services in the Caribbean entered a new era in 2002 with the establishment of FirstCaribbean International Bank,” said Executive Chairman Michael Mansoor at the bank’s brand launch ceremony. “And this morning, the blue and gold diamond of FirstCaribbean rises for the first time to take its place of prominence in the Caribbean business community.”
In mid October, after the close of 250 years of combined financial service history in the Caribbean, Barclays Bank and CIBC finalised the combination of their Caribbean retail, offshore and corporate banking operations to create FirstCaribbean International Bank Limited.
The New FirstCaribbean Brand “Our name, FirstCaribbean International Bank, is a very literal name,” explained Mansoor to FirstCaribbean employees gathered at the event. “It describes us as a bank with international reach and access but securely grounded in the Caribbean , and with the goal of being first in everything we do.”
“But FirstCaribbean International Bank is more than just a name – it represents what we shall stand for in the minds of our existing customers, potential customers, employees and shareholders,” Mansoor continued. “We will use every encounter and contact with us to help shape perceptions of our brand – the way we conduct business, the range and quality of products we offer, the service we provide and the vision and values we hold true.”
At the centre of FirstCaribbean’s brand values will be five key themes that will form the foundation of its Brand: Caribbean Commitment, International Standards, Respect, Partnership and Strength.
“The FirstCaribbean vision is to be the bank of first choice: first for customers, first for employees, first for service, and first for innovation in the eyes of all. We are committed to being the Caribbean ‘s number one financial services institution,” explained Charles Pink, CEO of FirstCaribbean.
The re-signing of buildings and ATMs, and the introduction of new literature across the region will take place country-by-country over a 12-month period.
While the introduction of new products and services and the transition to a common technology system for all branches will be completed by the middle of 2004.
“Our journey of integration will take about two years, and to guide us we have prepared a clear and realistic roadmap to develop our employees’ capabilities, improve our technology and significantly enhance our customers’ experience,” stated Pink.
“As much as we would like to change overnight, we can not do this. For the sake of our customers, employees and shareholders we will implement our transformation with care and prudence.”
To keep its customers informed of improvements and changes to their local branches, FirstCaribbean is committed to communicate extensively through in-branch literature and posters, newspaper advertising and inserts, and media coverage during the two-year integration period.
To bring the new brand to life, FirstCaribbean will be adopting a focused customer service approach in which customers will receive specific sales and service support depending on their unique banking requirements.
The four key lines of business which will deliver these tailored customer offers will be retail banking, commercial banking, international banking and large corporate and capital markets. Additionally, over time FirstCaribbean will focus on delivering a wider range of products through more banking channels, including telephone banking and ATMs, and Internet banking.
“Our values will be evident through our customer focus – the respect, honesty, and integrity we demonstrate,” concluded Pink. “By understanding our customers’ financial needs, and acting upon them, we will look to build the highest levels of trust and confidence.”
FirstCaribbean is a result of the combination of two complementary and leading financial services businesses in the Caribbean – CIBC West Indies Holdings Limited and Barclays Bank PLC – with the aim of offering its customers enhanced products and improved and extended access to banking.
