By: Ksenija Puškarić, Lider
Rebranding is one of the key strategic projects for Hypo Group Alpe Adria banking group in 2016. The new brand will represent the last day of the past, and the first day of the future in building a new, modern and practical bank. That’s why the new brand is an integral part of the business strategy of the new owner and the new Management Board of Hypo Group. To learn what’s it all about, we talked with Razvan Munteanu, member of the Management Board of Hypo Group Alpe Adria.
Why did you opt for rebranding?
Razvan Munteanu: The new brand will become synonymous with a simpler and modern bank that provides customers high-quality financial services that correspond to their needs. We didn’t approach rebranding only as a change of form, but as a systematic improvement of contents. And so in the first phase the brand will reflect the internal alignment of strategic plans, in order to become more relevant, transparent and simpler – in other words, to offer all that is important to customers. We are aware that it will take some time to feel the full impact of the new brand – because trust is not granted, it is acquired. I’m confident that our clients will quickly see how we’re changing for the better.
How will the rebranding of Hypo Group be introduced?
Razvan Munteanu: The priority is to implement a change in the internal plan. Our new, fresh approach to business and focus on simplifying the lives of our customers by providing practical and relevant financial products and services will be the core of our brand. That’s why we are building it on the foundations that guide us in business, namely simplicity, transparency and relevance for clients. We have finished the first, preliminary phase, analyzed feedback on how employees, customers and the public see us, what they think needs to be improved and what are our strengths.
What will you focus on during this process?
Razvan Munteanu: We’re building a new bank, and the new brand is a fundamental part of it. In doing so, we will not just change the name and the logo, because we see rebranding as a strong signal of all our efforts to change the bank, focusing on relevant financial products that we wish to deliver to customers first and foremost in a quality and practical way. In general I believe that the best things are the simplest ones and the ones that are understandable to customers. However, it still requires a huge amount of hard work and knowledge to present the complexity of financial services in a simple way. Banking industry has lost this from its focus. Although we are not yet at that level, I’m confident that we will provide exactly that to our customers, and that we will build our reputation – which comes naturally when you try to do hard things in a good way – on practicality, directness and simplicity that will become synonymous with our brand. Convenience for customers means that we will provide them an easier choice, a product that they need and the relevant service about which they will talk to their friends. Only this way will we be able to create confidence and be a quality partner to our clients. And that is our focus.
When will the process end, and when will you present it to the public?
Razvan Munteanu: Due to internal changes that we are conducting, rebranding has in fact already begun, because a new brand and personality arises from within. During the year, we will also change outwards, and the new brand will represent the new path we are taking. However, we need to do a lot more before we launch the new brand in the public, but when we do that, we will proudly take our customers on a new banking journey.
Who is leading the entire project?
Razvan Munteanu: Responsibility for the management of rebranding on a daily basis is on me, however, this is a team project that is linked with all parts of our business. For this reason, the rebranding is at the top of priorities of the President and all members of the Management Board. At the same time, the governing board and operational teams are composed of members of senior management from all key segments of the bank, and each manages their part of the project, which results in us working as an effective decision making forum. We are also collaborating with two award-winning creative agencies with international experience on building the brand strategy and visual identity.
