All of us have dreams for our future
Africa is a continent of dreamers and doers; people who connect to brands that can help them realise their ambitions and put them at the centre of the discussion. They want a brand to believe in them, inspire them and journey with them. Standard Bank also believes that dreams matter, because they fuel our growth
It’s the place where these two dreamers meet that has driven the repositioning of Standard Bank from “Moving forward” to “It Can Be" – a promise of hope, change and optimism.
Why are we doing it?
Standard Bank continues to live by its purpose to drive Africa’s growth, as well as being the leading financial services organisation on the continent. It Can Be speaks to the ethos of who we are and where we are going. How we will put the dreams and aspirations of our clients and employees at the forefront, providing the experiences, attitude and innovation required to unlock great possibilities.
Why rebrand during the COVID-19 pandemic?
We are not rebranding – this would entail changing our brand name and logo, which we are not. The launch of Standard Bank’s new positioning and tagline does not halt the many efforts that have been put in place to assist our customers during this period. All credit and loan relief, and all safety measures, implemented by Standard Bank remain in place. Doing meaningful things for our customers and the countries in which we operate remains our top priority.
In addition, now is the time to begin a narrative of hope, of optimism. Because ‘It Can Be’ is a celebration of the human spirit, of the belief in our dreams, there is no better time to introduce this new positive message as encouragement to keep going.
Does the repositioning affect Standard Bank clients' day-to-day relationship with the bank?
The repositioning will not in any way affect daily operations, transactions, or communication with Standard Bank clients.
What changes can I expect with this repositioning?
The Standard Bank tagline which was previously “Moving Forward” has now changed to “It Can Be.” With this, we aim to become bolder, more curious, and more responsive. We will talk more of possibility, of change, and strive to be a source of inspiration and encouragement.
Does the brand repositioning align with Standard Bank's product offerings?
Yes. This change of positioning is built on strong proof points, which will only continue to be enhanced with ongoing innovation and focus on people, while being conscious of our social impact. Our courageous spirit will continue to guide us in shaping the new ways in which our products, services and experiences can make the dreams of our clients possible.