RBC launches its new ‘Brand Promise’

Usually, conglomerates and large corporations of all ilk, promise good customer service, or to use the new buss words –”best practice”, but this time RBC Royal Bank seems to be making a more personal appeal to its clientele.

The bank’s objective for changing its brand slogan from “Strength At Work for You” to “It’s All About YOU” is to demonstrate both internally (staff) and externally (clients) that it means putting clients at the centre of everything the bank does by re-focussing employees on servicing the needs of the customers to ensure a re-connection with them, while re-enforcing the bank’s commitment to the region and all this to enhance the perception of the RBC Brand.

And according to local Managing Directors Darryl White, the objectives were arrived at because for some time the executive team has been listening to the clientele. He put it this way, “One of the keys to an enduring relationship is listening; we know it is important. You our valued clients have told us what you expect from your bank; and we will continue to look for the opportunities to bring the best, most innovative products and services to you.”

The new “Brand Promise” the bank claims, is ‘dedicated to You’; (making your small business, our business) “connecting with You”; (RBC’s ATM, Tellerphone, NetBank and SMS Services help you bank without coming to the Bank); “Working for You” (Our team of specialists are making sure you have the best financial advice and products to help you create the future you want) and “investing in You”; (making your big business our business).

The slogans might be what prompted White to say, “Our promise acknowledges that our clients are the key to our success and reminds each member of our RBC Team that our focus it to help you achieve your financial goals and create the future that you want.”

Speaking about the new “Brand Promise” Robert (Rob) Johnston, Chief Executive Officer of Caribbean Banking described it as an “incredible platform for us to extend the successes that we have seen so far.” He further said, “It is a comprehensive approach to re-positioning RBC and thinks about clients; it considers the communities we serve and it really weaves in nicely each of us (employees) as colleagues.”

Also addressing was Judith Forth-Blake, Head Marketing, Caribbean Banking who saw the new brand as “bold”.

She said, “‘It’s All About YOU’ is bold and will see the clients and the public that even with all of the major changes that the bank has been through, we still recognise and publicly acknowledge that our plans are to grow to our success as an organisation and we are even more committed than ever to earn the right to be therefore a choice.” In a plea to fellow employees to ensure the success of the “Brand Promise”, Ms Forth-Blake said, “As ambassadors of our brand, this new brand promise require us as employees to be equally bold, confident and committed. It requires renewed commitment from all of us, individually as well as within and across teams to work together for the benefits of our plan and to connect, be innovative and grow.”

Managing Director White, cementing the value of the promise said, “Often the best, most valued relationships begin with a promise.”

And obviously RBC Caribbean Banking is placing great confidence in its new promise , because as they strongly believe that at the end of the day, “It’s All About YOU”.