Businesses needs to continue evolving to keep up with the changing times. And that’s what Rizal Commercial Bank Corporation (RCBC) just did as it recently unveiled its new corporate logo and tagline “We believe in you.” The change, apparently, signals the start of a new era of providing excellent and trusted banking services for Filipinos.
RCBC is one of the leading universal banks in the Philippines. It is an established institution, but I have never heard much about the company. It’s like they’re just sailing by and letting others pass them by. It looks like that is no longer the case as shared during the event.
Rizal Commercial Bank Corporation President and CEO Gil A. Buenaventura shared, “This milestone signals the arrival of a more committed, refreshed and re-energized RCBC, that is ready to meet the demands of the ever-changing Philippine banking industry.”
“We believe in you” is not just a tagline for RCBC, but a battle cry to show our unwavering support and trust to the indomitable Filipino spirit. At the same time, this new corporate thrust is meant to encourage Filipinos not only to dream, but to pursue their passions and dreams, and turn them into reality – whether it’s traveling to your dream destination, venturing into a new business, or purchasing a new home or car,” Buenaventura stressed.
The simpler, younger and more minimalist logo embodies the bank’s new mission of being more accessible to younger Filipino depositors, who are looking for better ways to save and grow their money, the bank president added.
Ces Natividad, RCBC Chief Marketing Officer, reveals that the new logo and corporate tagline are the bank’s response to the changing market.
“We wanted to know what products and services today’s depositors actually need, and we strived to understand what makes them believe and trust a particular bank. We realized that today’s depositors need an approachable bank that responds to their needs, and believes in the value of their dreams and aspirations,” Natividad shared.
“RCBC wants Filipinos to know that the bank believes that there is no limit in the things they can achieve if they decide to start building their future early, especially with a strong banking partner, ready to advise them every step of the way. We are providing more emphasis to younger depositors, who need more guidance in managing their money,” Natividad added.
Estimates from the Philippine Statistics Authority showed that 1/3 of the Philippine population are millennials. A 2015 Labor Force Survey, also by the PSA, showed that 47.1 percent of the 42 million labor force belongs to the 15-34 age group. This means that more and younger Filipinos need bank services to manage their finances.
Natividad cited a wide array of the bank’s products that allow customers to save and conveniently manage their finances. These include Debit Cards, which depositors can get when they open a savings or checking account. She also emphasized the financial institution’s product portfolio which customers can manage online such as the Unit Investment Trust Funds and iSave, an automatic deduction from existing accounts, done every payroll, which helps depositors to set aside money for future use.
Natividad also cited the unli 0% option of RCBC Bankard, which gives cardholders the flexibility to manage their expenses.
The bank’s brand refresh comes as Rizal Commercial Bank Corporation enters its 57th year of excellent business in the Philippines. The bank reached a consolidated net income of P1 billion in the first quarter of 2017. It also showed more strength as assets increased to P526 billion as of March 2017. The total number of branches also increased to 489 while ATM terminals increased to more than 1,500 nationwide as of the first quarter of 2017.
“We are confident that the new brand logo and new corporate tagline, and the re-energized service of the bank, will resonate with more Filipinos. We believe that they can accomplish great things if they put their hearts and mind into it, and RCBC will always be their partner to help them succeed,” Natividad added.
I personally like the logo, that despite retaining the familiar shape, has that minimalist feel to it. I’ve seen the new TVCs and they are definitely in tune to the times. I have yet to transact with the bank, but hopefully, when I do get that chance, that I would experience the new RCBC.