Jakarta, hitclubapk3 Indonesia
—
PT Bank Rakyat Indonesia (Persero) Tbk (
BRI
) do
rebranding
be
banks
universal and relevant to all levels of society.
BRI President Director Hery Gunardi wants the company not only to be known as a bank that focuses on MSMEs.
“We want to become a universal bank, more modern, more inclusive, closer to millennials, then we expand our reach,” he said at the Launching of BRI Corporate Re-branding at the BRILiaN Tower Jakarta, Tuesday (16/12).
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Hery said this state-owned bank needed to do something
corporate rebranding
to remain relevant with the times.
The reason is, based on research from Kantar, Kadence, and Nilsen, the company is trusted and easy to access, but relies too much on its popular image.
Then, older perceptions of BRI emerged in the urban and young segments.In addition, BRI’s brand identity is also not yet in line with Generation Z’s expectations.
Therefore, the company did
rebranding
to help change the way people view the company.
“In order for banks to only serve small and underserved communities, perhaps we also want to be able to help everyone wherever they are,” explained Heri.
One attempt
rebranding
What was done was a slight change to the logo.The BRI logo, which has always been strong, has now been updated with fresher colors.
The color blue remains the core of BRI’s identity as a bridge between tradition and a modern image.However, the blue color of the BRI logo, which has been darker, has now changed to a lighter one called Nusantara Blue.
In Hery’s presentation, Nusantara Blue was enriched with a secondary blue palette to reflect progressive values and
customercentric
.
A combination of Blue and White will be applied to create an aesthetic that is calm, contemporary and firmly reflects BRI’s identity.
Not only the logo, BRI is also carrying out transformations, both from the business side,
enabler,
as well as company culture.
“We call our company culture Brilian Waty. There are 5 values;
integrity, collaboration, accountability, growth mindset, and customer focus
.”Apart from that, we are formulating a strong foundation design for transformation, both on the business and enabler side,” he said.
On the same occasion, BRI President Commissioner Kartika Wirjoatmodjo said
rebranding
will not change BRI’s main focus on the MSME segment, especially micro.
However, the company will transform into a universal bank that will also enter the consumer and corporate segments.
“Universal banks are of course entering urban areas, entering corporate, entering consumer too. We knit all of that into one ecosystem, which is one
supply chain y
“which combines the village economy with the city economy, with interconnected programs,” said the man who is familiarly called Tiko.
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(fby/sfr)
