LEADING BRANDS PROFILE
Acuity Partners
Q: How did your organisation navigate the pandemic?
A: Since the beginning of 2020, Acuity embarked on a business continuity initiative by way of increasing investments in IT infrastructure and services.
Therefore, despite the business restrictions and challenges that the pandemic brought about, we were cushioned to a large extent due to the safeguards that were initiated and implemented in a timely manner.
Most Acuity personnel transitioned seamlessly to a work from home platform, and essential staff were provided with the necessary sanitisation and hygiene supplies to perform their duties effectively. Extensive precautionary measures were put in place in strict adherence to WHO guidelines while rosters were implemented across the group.
Acuity extensively utilised video conferencing platforms to maintain a continuous dialogue with clients and company personnel, being cognisant of the importance of limiting physical interaction.
The emergence of only a few COVID-19 cases within the group was a testament to the efficacy of the safeguards undertaken diligently.
Further, conducting webinars and utilising web based technology to successfully complete transactions are a true reflection of the new operational dynamism.
We aim to systematically enhance COVID-19 protocols in the group in order to ensure that our most vital resource – employees (and their respective families) – is protected.
Q: How has the brand evolved from inception to realise its potential?
A: Acuity is the only integrated full service investment bank in Sri Lanka, owned and fully backed by two banking giants – DFCC Bank and Hatton National Bank (HNB). Our track record is a clear indication of the strength of the group and the excellent brand reputation that has crystallised over the last decade.
The rigorous work ethic and commitment to ensuring that a customer centric culture is prevalent throughout the group has culminated in Acuity successfully executing many landmark transactions over the last decade.
We see an abundance of opportunities in the capital market, and are preparing and fortifying our teams to aggressively leverage the opportunities that are emerging at a rapid pace.
The company is putting in place clear and actionable strategies to grow its market share in all areas of the business.
We’re eagerly looking forward to 2022, as we triple our efforts to utilise and leverage the network of our main shareholders, while scaling up our teams to capitalise on the emerging opportunities in capital markets as well as the wealth management space.
Q: What is your assessment of the impact of the pandemic on brands and branding?
A: COVID-19 saw a surge in values of many global companies while also resulting in the collapse of many firms.
Organisations that were able to adapt and leverage technology multiplied the value of their brands, whereas businesses that were rigid and slow to react to change saw severe brand and equity erosion. This was the case in Sri Lanka too.
The pandemic resulted in online platforms being the main mode of communication and in turn, they have been the main medium for branding initiatives of firms.
We have seen many companies reducing their advertising and marketing spend on channels such as newspapers, and shifting their resources to LinkedIn, Instagram and even video mediums such as Tik Tok.
We cannot limit ourselves to traditional methods of promotion; we’ll need to embrace technology, and acknowledge its importance among the new generation of investors, along with consumers of financial services and products.
Q: What role can brand investments play in accelerating business recovery in the prevailing corporate environment?
A: Investing in your corporate brand is essential. The intangible brand value of any organisation is intricately linked to tangible resources such as human capital, infrastructure, systems and financial products of a company.
It is imperative to associate trust, credibility and integrity with your brand, especially when dealing with investments and financial services.
While people can be influenced by visual branding that appeals to their primary senses, we have noted that in the area of financial services, the logical side of an investor’s mindset is usually engaged.
Therefore, any effort towards building our financial brand needs to enhance and accentuate the elements of trust and stability. These are key values already linked to the Acuity brand, given that we’re owned by two reputable banking giants – namely, DFCC Bank and HNB.
