PROFILE

HNB

Q: How did HNB navigate the economic crisis?

A: As Sri Lanka’s largest private retail bank, we witnessed firsthand how the economic crisis impacted our customers. Our immediate focus was to provide them with maximum support and uninterrupted services.

Among the most pressing macro challenges was forex liquidity, which in turn, impacted the ability of the banking sector as a whole to support importers. Meanwhile, high interest rates impacted credit growth, adding pressure to asset quality and capital. This was certainly a challenging scenario – but it was one for which we had already prepared contingency plans.

Nevertheless, it required intense focus to manage the situation. As a result, HNB today maintains an asset quality, liquidity ratios and capital levels that are well above industry averages and statutory requirements. All of these measures provided us with the stability we needed to navigate the volatility of the year gone by.

One of HNB’s greatest strengths in these times was our ongoing digital transformation, which allowed the bank to streamline its administrative systems, redesign product portfolios and help establish a thriving digital payment ecosystem accessible to all Sri Lankans.

Q: How do you perceive your brand story and growth opportunities in the market?

A: Our brand story is one of resilience and continuous innovation. Starting off as one of Sri Lanka’s first private sector banks, we have evolved into a dynamic, diversified, financial services conglomerate that has served generations of Sri Lankans as a partner in progress.

Since then our nation, its people and the banking sector have all evolved. Technological advancements have taken the act of banking from being an infrequent but deeply personal interaction between customers and bank staff, to a series of near daily interactions that are short and increasingly mediated by technology.

As a bank, the significant transformations that we have implemented took place over the last decade; but as a brand, the most sweeping changes happened over the past year. When updating a brand with such a powerful 135 year legacy, you have to exercise great care.

As every Sri Lankan has learned however, we must always look to the future ultimately. For 10 years, HNB has been building itself to be ‘future ready.’

The vibrant new look and energetic feel that is rolling out across HNB’s extensive islandwide network and across our digital touch points represents the start of a new chapter, and a fresh paradigm for our bank and nation.

Q: What is your assessment of the current crisis on brands and branding?

A: The current crisis has tested brands like never before. From rapidly changing consumer behaviours to economic turbulence, brands have had to navigate a complex landscape to stay afloat. However, many have also risen to the occasion and seized new emerging opportunities.

The crisis has accelerated digital transformation at every level of the Sri Lankan economy. Many are embracing new tech enabled capabilities to enhance the customer experience, streamline operations and connect to potential new customers. Those that have been agile in their approach, leveraging technology to pivot and adapt, now have the potential to consolidate their positions and reach out to global markets.

Q: What role can brand investments play in accelerating business recovery in the prevailing environment?

A: Brand investments are absolutely critical in accelerating business recovery. Strategic brand investments can profoundly impact a business’ ability to recover from challenges and ensure long-term success.

These can also facilitate partnerships and collaborations, leading to new business opportunities. This in turn, can help diversify their revenue sources and mitigate risks, accelerating business recovery and ensuring long-term sustainability.

Q: What is the impact of branding on sustainability and growth?

A: Brands built on a solid foundation of values, purpose and authenticity are more likely to withstand disruption. It is a challenge but the reward comes from those consumers who are now more environmentally and socially conscious, and actively support brands that share their values and are committed to sustainability.

By integrating sustainability, businesses can connect with conscious consumers and build a loyal customer base that supports their sustainable initiatives.

Q: How do you build brand loyalty through experiences?

A: Brands can foster deeper relationships with customers through personalised, emotionally engaging experiences. Those relationships are at the root of all brand loyalty.

That is why the transformation of our brand is tied to a promise to help customers discover the joy of banking. The only way of securing brand ­loyalty is by delivering on this promise in every engagement with our customers.

 Telephone 2462462 | Email hnbconnect@hnb.lk | Website www.hnb.net