On Sept 14, UOB announced its brand refresh in line with its purpose – building the future of Asean: For the people and businesses within, and connecting with, Asean – reflecting the bank’s long-term strategy and commitment to the region.
As part of the brand revitalisation, UOB also unveiled its refreshed logo and seal mark, new apparel and an integrated regional brand campaign ‘Doing Right By You’ to showcase the Bank’s transformation to be future ready for its customers and its people in the new banking era.
The brand refresh is not just a re-branding exercise or a marketing campaign. It signals UOB’s strategic intent to intensify its focus and investment in the region to develop and help realise the potential of the people in Asean. It also reinforces UOB’s commitment to facilitate economic flows within and with Asean to support businesses across generations.
UOB’s three strategic focuses will continue to be "connectivity, personalisation and sustainability". Connectivity is one of UOB’s core strength with its regional footprint and its one-bank approach that help businesses to connect with and within Asean, opening doors to new opportunities of growth across Asean.
Personalisation – which can be experienced with UOB TMRW - captures the bank’s focus on customer-centricity and commitment to understand the unique needs of each individual customer, achieved through a combination of data and relationship-led insights. This enables the bank to create solutions that are closely aligned to customer needs, in a manner that engages them and better anticipates their life goals.
Sustainability reflects UOB’s long-term approach to the future, specifically the importance of impactful and sustainable development across the region. It captures the bank’s commitment to help businesses to advance responsibly and to positively impact the environment and foster social inclusiveness alongside economic progress.
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Wee Ee Cheong, UOB's deputy chairman and CEO says the bank always believed in the potential of Asean, with its favourable demographics and resilient fundamentals. As Asean re-starts its engine of growth post-pandemic, it is timely for UOB to unveil our sharpened purpose and brand refresh, he says.
"Today, we have the most extensive Asean footprint among the Singapore banks. By the time we celebrate our 100th year in 2035, we want to be the most preferred bank for both consumers and businesses across our key markets. A truly regional bank that helps our customers achieve their aspirations," says Wee.
