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CBL embarks on rebranding exercise

by Lesotho Times
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CBL Chief Public Relations Ephraim Moremoholo

CBL Chief Public Relations Ephraim Moremoholo

Rethabile Pitso

THE Central Bank of Lesotho (CBL) held a consultative meeting with various stakeholders on Monday to gather views ahead of a rebranding exercise.

Among the stakeholders in attendance at the meeting held in Maseru were representatives from commercial banks, insurance companies, media and higher education institutions.

According to CBL Public Relations Manager, Ephraim Moremoholo, the apex bank intends to rebrand its logo, corporate colours and values as outlined in its 2015/2019 strategic plan.

He said the CBL had engaged local marketing firm Valence Group and South African brand design company Etiket as consultants in the process.

“Last year, we developed a five-year strategic plan in which we purposed to implement changes to bolster the CBL’s image,” Mr Moremoholo said.

“We decided to rebrand aspects people identify with the bank such as our logo, values, and conduct when we deliver various services. We also intend to modernise our facilities to ensure we provide efficient services.”

He said the rebranding exercise was meant to ensure the bank remained relevant to modern-day needs.

“The CBL is working towards improving service delivery through the use of modern technology such as mobile money transfers and banking,” he said.

“We are trying to move away from the traditional way of doing business through innovation and creativity. Staff members are also using technology to improve service delivery.”

Mr Moremoholo said, when completed, the extension to the CBL building would reflect the modern direction the apex bank is taking.

“The ongoing extension of the CBL building is in line with our objective to be a modern bank offering various facilities such as the newly-established Maseru Securities Market,” he said.

“The building is an example of what we mean when we say we want to promote efficiency. When there are facilities and resources, the staff will also become more efficient in meeting the needs of our customers.

“The main aim is to bring the bank closer to the people, as well as making it more accessible and approachable. This is our way of preparing towards achieving those goals.”

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