Baiduri Bank recently unveiled a brand refresh entering a new phase of development that comes with not only a new look but also a promise of financial success in a changing world and a pledge in “Co-creating your future”.

The brand refresh was officiated in a launch event at the Baiduri Community Space of the Baiduri Bank Headquarters, signifying the financial institution’s entrance into a new era of growth since its inception in August 1994.

With a new colour story and a new logo comprising of two solid strokes coming together in a symbol of partnership, the refreshed brand showcases Baiduri’s progressive and global outlook imbued with a thoughtful touch of familiarity, deeply rooted in local heritage.

Chairman of Baiduri Bank, Yang Amat Mulia Pengiran Muda Dr. Abdul Fattaah ibni Duli Yang Teramat Mulia Paduka Seri Pengiran Perdana Wazir Sahibul Himmah Wal-Waqar Pengiran Muda Mohamed Bolkiah and Baiduri Bank CEO Ti Eng Hui in a group photo. Image: Fazizul Haqimie

Along with the new logo, the Baiduri also introduced its new brand promise “Co-creating your future”, which at the heart of lies a greater focus on the bank’s customers and “being with them as a financial partner throughout the various life stages”.

Baiduri CEO Ti Eng Hui explained how the bank’s branding goes beyond a logo, a product or a tagline.

Baiduri CEO Ti Eng Hui speaking during the unveiling of Baiduri Bank’s brand refresh. Image: Fazizul Haqimie

“Our brand is at the heart of everything that we do,” he said.

“We want to take the opportunity to have a closer look at our capabilities in the context of the changing world, and ask ourselves how we can redefine our vision to stay relevant and to better communicate the strengths and values that make Baiduri unique,” continued the CEO.

“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,” he added.

Chairman of Baiduri Bank, Yang Amat Mulia Pengiran Muda Dr. Abdul Fattaah ibni Duli Yang Teramat Mulia Paduka Seri Pengiran Perdana Wazir Sahibul Himmah Wal-Waqar Pengiran Muda Mohamed Bolkiah and Baiduri Bank CEO Ti Eng Hui during the unveiling of Baiduri Bank’s brand refresh. Image: Fazizul Haqimie

In line with this, the bank’s new Vision, Mission and Core Values were laid out at the wake of this fresh new start namely its vision to become the leading and preferred financial partner that can empower individuals and businesses.

Meanwhile, Baiduri’s new mission lies in the community they serve, hoping to “enrich, empower and engage” the local community through events and activities which will utilise the new Baiduri Community Space at its headquarters.

Staff of Baiduri Bank in a group photo. Image: Fazizul Haqimie.

In addition to the refreshed branding, the bank also launched its latest feature, an Artificial Intelligence (AI) virtual assistant Emmi that is available on the new and improved Baiduri website, which is mobile optimised.

Launch of AI virtual assistant Emmi that is available on the new and improved Baiduri website. Image: Fazizul Haqimie.

Through conversing with Emmi, customers can get their frequently asked questions related to the bank’s products and services answered in real-time.

By using predictive analytics, Emmi has the capacity to actively learn from conversations, providing relevant answers before customers even complete their questions and offering next-best answers based on context.

The CEO went on to explain that the new features were designed to provide an easy and intuitive experience for customers.

Guests attending the unveiling of Baiduri Bank’s refreshed brand. Image: Fazizul Haqimie.

“Today, with the ubiquitous 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.”

Officiating the event was the Chairman of Baiduri Bank, Yang Amat Mulia Pengiran Muda Dr. Abdul Fattaah ibni Duli Yang Teramat Mulia Paduka Seri Pengiran Perdana Wazir Sahibul Himmah Wal-Waqar Pengiran Muda Mohamed Bolkiah.

Chairman of Baiduri Bank, Yang Amat Mulia Pengiran Muda Dr. Abdul Fattaah ibni Duli Yang Teramat Mulia Paduka Seri Pengiran Perdana Wazir Sahibul Himmah Wal-Waqar Pengiran Muda Mohamed Bolkiah and Baiduri Bank CEO Ti Eng Hui in a group photo with senior staff and management. Image: Fazizul Haqimie

The Bruneian

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