Baiduri Bank Launches Refreshed Brand

30 September 2020

Bandar Seri Begawan, 30 September 2020 – Baiduri Bank reached another milestone as it officially unveiled its refreshed brand at the Baiduri Community Space, Baiduri Bank Headquarters this afternoon. Officiating the event was Yang Amat Mulia Pengiran Muda Dr. Abdul Fattaah ibni Duli Yang Teramat Mulia Paduka Seri Pengiran Perdana Wazir Sahibul Himmah Wal-Waqar Pengiran Muda Mohamed Bolkiah, the Chairman of Baiduri Bank.

The event signified the Bank’s entrance into the next phase of development. Since its inception in August 1994, the Bank has launched two brand campaigns: ‘Who’s Your Bank?’ in 1997, and ‘It’s a Great Big World’ in 2004 to coincide with its tenth anniversary.

This brand refresh is a culmination of a year long journey of planning, research, and extensive assessment to find out the overall perception of the Baiduri brand. The Bank worked closely with an international team of brand consultants to create an identity that best reflects the Bank’s standing today and its outward looking philosophy.

The Bank also analysed the different interactions and touchpoints with their customers to gather valuable insights on ways to further enhance their experience with the Bank. These findings formed the foundation of the refreshed Baiduri Bank brand.

Inspired by Baiduri Bank’s aspiration to co-create futures with its stakeholders, the refreshed logo comprises two solid strokes coming together in a symbol of partnership. It also showcases the progressive and global outlook of the Bank, with a thoughtful touch of familiarity deeply rooted in local heritage. Along with the refreshed logo, the Bank also introduced its brand promise “Co-creating your future”. At the heart of this new brand promise is a greater focus on the Bank’s customers and being with them as a financial partner throughout the various life stages.

The refreshed brand also lays out Baiduri Bank’s new Vision, Mission and Core Values. The Bank’s new vision is to become the leading and preferred financial partner, empowering individuals and businesses to achieve financial success in a changing world, while its mission is to enrich, empower and engage the community it serves in a responsible and sustainable way. These aspects define the Bank’s renewed purpose and direction for its future engagements with all its stakeholders.

Speaking about the Baiduri Bank brand, Mr Ti Eng Hui, the CEO of Baiduri Bank said: “We believe that a brand is more than just a logo, a product or a tagline. Our brand is at the heart of everything that we do.

He added: “As we prepare ourselves for the next phase of growth, we want to take the opportunity to have a closer look at our capabilities in the context of the changing world, and ask ourselves how we can redefine our vision to stay relevant, and to better communicate the strengths and values that make Baiduri unique. We also want to rally our people behind a shared purpose, so they are inspired to do their best to create meaningful impact in the communities we serve.”

As part of the brand refresh, the Bank also aims to actively engage with the local community. The Baiduri Community Space at the Baiduri Bank Headquarters is designed to be a meeting place where Baiduri Bank Group staff can engage and collaborate with the community through events and activities.

The event then proceeded to a live demonstration of Baiduri Bank’s latest feature, Emmi, an Artificial Intelligence (AI) virtual assistant available on the new and improved Baiduri Bank website, which is mobile optimised.

Emmi is a testament of the Bank’s aspirations to be ready to support its customers’ evolving needs and keeping abreast of advancements in technology. Leveraging conversational AI and machine learning, Emmi can understand and convert unstructured human language to structured data that it then interprets and offers solutions to.

Through conversing with Emmi, customers can get their frequently asked questions related to the Bank’s products and services answered in real time. Using predictive analytics, Emmi has the capacity to actively learn from conversations, providing relevant answers before customers even complete their questions and offering next-best answers based on context. This enhances the customer experience by offering automated responses 24/7 in an effective manner.

Speaking on these customer touchpoints, Mr Ti added: “These new features were designed to provide an easy and intuitive experience for our customers. Today, with the ubiquitous smartphone and tablet becoming a modern-day necessity, we wanted our customers to be able to navigate our website seamlessly between desktop computers and mobile devices.”

In attendance during the event were the Board of Directors for Baiduri Bank and members of the Baiduri Bank Management Committee as well as media and strategic partners.

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