LMD Readers’

MOST LOVED BRANDS

Q: How has the brand evolved since its inception and what have been some defining moments in the journey so far?

A: Nations Trust Bank (NTB) has undergone a vivid transformation since its inception in 1999, driven by its vision to become the best local private bank. From the previous ‘thumbprint’ logo symbolising trust to the contemporary ‘simplicity mark,’ our visual brand journey has reflected our core values of trust and customer-centricity.

Backed by long-term institutional shareholders who provide a strong foundation, we leverage a strong capital base and continued innovations to meet customer needs.

Our strategic initiatives such as pioneering FriMi, the first digital banking experience in Sri Lanka, and our role as the issuer and sole acquirer of American Express cards in Sri Lanka where we lead in the premium segments, were pivotal to our growth.

In 2023, we recorded the highest return on equity (ROE) in the sector, a testament to our dedication to excellence. With a focus on innovation, customer-centricity and sustainability, we aim to solidify our position as a leading financial institution, continuously enhancing the brand experience for all consumers.

Q: How is Sri Lanka’s economic outlook impacting brands and branding?

A: The economic landscape has witnessed challenges over the past few years due to the COVID-19 pandemic, high inflation, currency volatility and an increase in the cost of living. These have impacted consumer purchasing power, leading consumers to become more cost conscious and seek better value for money.

This economic environment presents an ideal opportunity for brands to test their mettle and demonstrate true brand value.

While the banking sector may exhibit unique behaviours in catering to both B2C and B2B audiences, the fundamental principles of influencing human behaviour still apply. A strong positioning coupled with authentic communication plays a pivotal role in this endeavour.

We’re committed to being a customer-oriented, service driven institution. We have invested in technology to simplify customer transactions, whether digital or physical. And we recognise the role our employees play in driving the bank forward.

Q: In what ways should banks maintain a balance between investments, innovation and financial performance against the backdrop of the prevailing business environment?

A: All organisations have business objectives over a given period of time. While some focus on market share or capturing and dominating a certain segment, others may prioritise delivering a return on investment (ROI). It’s important for the banking sector to focus on long-term financial stability and consistent growth.

At NTB, innovation is ingrained in our DNA as a relatively young bank. This innovative spirit has infused the brand with modernity, progressiveness and drive. Over the last 25 years, we have introduced many ‘industry first’ initiatives.

The bank introduced Sri Lanka’s first fully fledged digital banking experience (FriMi) as an effortless digital banking, payment and lifestyle partner. We were also the first to implement customer segment propositions with Inner Circle. Our mobile banking service was also the first to include trilingual support.

In 2022, we launched Nations Direct, an integrated digital banking platform offering a simple, secure and seamless omni-channel banking journey. ATMs with smart features were unveiled for the first time with unique options including change money option.

We also introduced Nations Alpha, a fully digitalised ‘self-onboarding’ platform aimed at fostering disruptive digital transformation.

Q: What role does CSR play in shaping your brand identity?

A: Our approach to corporate social responsibility is rooted in our broader sustainability strategy, guiding every aspect of our operations. Sustainability and CSR are not isolated efforts but fundamental elements of our brand identity, shaped by a dedication to responsible economic contributions, environmental stewardship and social inclusivity.

We understand that our actions as a corporate citizen affect our stakeholders including customers, employees, partners and communities. The bank’s sustainability and CSR initiatives are designed to align with our core values and objectives.

By promoting financial inclusion, supporting environmental conservation and fostering community development, we aim to create a future of inclusive prosperity and wellbeing for all.

Our sustainability driven approach gene­rates positive societal and environmental outcomes and reinforces our position as a responsible corporate entity.

Telephones: 4414141, 4711411 | Email: customerservice@nationstrust.com | Website: www.nationstrust.com