Baiduri pledges to ‘co-create your future’

Baiduri Bank unveiled its refreshed branding yesterday as the bank – one of the largest providers of financial products and services in Brunei – celebrates over two decades of achievements in the country.

Yang Amat Mulia Pengiran Muda Dr Abdul Fattaah, the Chairman of Baiduri Bank Group Board of Directors graced the event at the Baiduri Bank Headquarters in Jalan Gadong.

The bank’s refreshed branding promises ‘co-creating your future’ to signify the bank’s next phase of development. Since its inception in August 1994, the bank launched two branding campaigns – ‘Who’s Your Bank?’ in 1997, and ‘It’s a Great Big World’ in 2004 to coincide with its 10th anniversary.

The launch is a culmination of a year-long journey of planning, research, and assessment to find out about the perception of the Baiduri brand. The bank worked closely with an international team of brand consultants to create an identity that reflects the bank’s standing today and its outward looking philosophy.

The bank also analysed the different interactions and touchpoints with their customers to gather valuable insights on ways to enhance their experience with the bank. These findings formed the foundation of the refreshed branding.

Yang Amat Mulia Pengiran Muda Dr Abdul Fattaah, the Chairman of Baiduri Bank Group Board of Directors, launched Baiduri Bank’s new branding during a ceremony at its headquarters in Jalan Gadong yesterday.
Yang Amat Mulia Pengiran Muda Dr Abdul Fattaah, the Chairman of Baiduri Bank Group Board of Directors in a group photo during the launch of the new Baiduri Bank branding. PHOTO: BAIDURI BANK
Yang Amat Mulia Pengiran Muda Dr Abdul Fattaah and guests during the event. PHOTOS: BAHYIAH BAKIR
CEO of Baiduri Bank Ti Eng Hui giving a speech. PHOTO: MUIZ MATDANI

Inspired by Baiduri Bank’s aspiration to co-create futures with its stakeholders, the refreshed logo comprises two solid strokes coming together in a symbol of partnership. It also showcases the progressive and global outlook of the bank, with a thoughtful touch of familiarity deeply rooted in local heritage.

Along with the refreshed logo, the bank also introduced its brand promise ‘Co-Creating Your Future’. At the heart of this new brand promise is a greater focus on the bank’s customers and being with them as a financial partner throughout the various life stages.

The refreshed brand also lays out Baiduri Bank’s new vision, mission and core values. The bank’s new vision is to become the leading and preferred financial partner, empowering individuals and businesses to achieve financial success in a changing world, while its mission is to enrich, empower and engage the community it serves in a responsible and sustainable way.

These aspects define the bank’s renewed purpose and direction for its future engagements with all its stakeholders.Speaking on the Baiduri Bank brand, CEO of Baiduri Bank Ti Eng Hui said he believes that a brand is more than just a logo, a product or a tagline.

“Our brand is at the heart of everything that we do. As we prepare ourselves for the next phase of growth, we want to have a closer look at our capabilities in the context of the changing world, and ask ourselves how we can re-define our vision to stay relevant, and to better communicate the strengths and values that make Baiduri unique. We also want to rally our people behind a shared purpose, so they are inspired to do their best to create a meaningful impact in the communities we serve.”

As part of the brand refresh, the bank also aims to actively engage with the local community. The Baiduri Community Space at the Baiduri Bank Headquarters was designed to be a meeting place where Baiduri Bank Group staff can engage and collaborate with the community through events and activities.

The event proceeded with a live demonstration of Baiduri Bank’s latest feature, Emmi, an Artificial Intelligence (AI) virtual assistant available on the new and improved Baiduri Bank website, which is mobile optimised.

Emmi is a testament of the bank’s aspirations to support its customers’ evolving needs and keeping abreast of advancements in technology. Leveraging conversational AI and machine learning, Emmi can understand and convert unstructured human language to structured data that it then interprets and offers solutions to.

Through conversing with Emmi, customers can get their frequently asked questions on the bank’s products and services answered in real time. Using predictive analytics, Emmi can actively learn from conversations, providing relevant answers before customers even complete their questions and offer next-best answers based on context. This enhances the customer experience by offering automated responses 24/7 in an effective manner.

Speaking on these customer touchpoints, Ti added, “These new features were designed to provide an easy and intuitive experience for our customers. Today, with the smartphone and tablet becoming a modern-day necessity, we wanted our customers to be able to navigate our website seamlessly between desktop computers and mobile devices.”