"Our customers often ask themselves if their dreams can be. 'Can it be that I will one day own my dream home?' 'Can it be that I will be able to build enough wealth to take care of my children?' 'Can it be that we can turn a local business into a global player?'," says Thulani Sibeko, group marketing executive at Standard Bank.

"As their financial partner, it is our responsibility and privilege to answer these questions. And we do that proudly in a resounding message which says, 'It Can Be'. This is our new tagline," adds Sibeko.

"Standard Bank believes that dreams matter. They fuel our growth. Together with our clients, we need to take new uncharted paths to realise them," says Sibeko. "In deciding on our new tagline, our research showed that people and businesses are looking for a brand to believe in them, inspire them and journey with them."

"They want a bank that can help them realise their ambitions personally or as businesses, which always puts them at the centre of the discussion," adds Sibeko. "'It Can Be' allows us to do this because it is about finding new ways to make dreams possible."

Standard Bank has indicated that its purpose remains the same. "Africa is our home. We drive her growth. By moving to a new positioning and tagline, we are changing how we bring the purpose to life in all our markets across the continent," says the bank. 

The repositioning has been embodied through several existing client solutions and Standard Bank's efforts to support its customers during the COVID-19 pandemic. These include the following:
  • The bank has offered instalment relief for personal and business banking customers across its markets in Africa
  • In South Africa, it offered 25% cashback on car insurance premiums
  • Standard bank partnered with both the private and public sector to provide debt and payment relief for small businesses across the continent
  • It partnered with Microsoft to bring e-learning to South Africans with the aim of rolling this out to the rest of Africa
  • In Nigeria, Stanbic IBTC launched an enhanced and upgraded mobile app for customers, and
  • Stanbic Uganda launched a COVID-19 Business Information Hub in partnership with ConsumerCentriX.
"Now is the time to begin a narrative of hope, belief and optimism. The phrase 'It Can Be' is a celebration of the human spirit, of the belief in our dreams. There is no better time to introduce this new positive message as an encouragement to keep going," concludes Sibeko.

For more information, visit www.standardbank.co.za. You can also follow Standard Bank on Facebook or on Twitter.