By SundiataPOST, Abuja
The Minister of State for Finance, Dr Yerima Ngama, has urged the Nigeria Deposit Insurance Corporation (NDIC) to ensure that the launch of its new logo translates into to improved service delivery.
Ngama, who was represented by Mr Garli Zaji, Director of Home Finance, Ministry of Finance, made the call at the launch of the corporation’s new logo on Thursday in Abuja.
“As you all know, branding is not just a mere change of colours and logos. It is about distinguishing oneself from the rest by offering superior service that exceeds stakeholders’ expectations.
“It is worthy of note that the NDIC re-branding project was premised on business of citizen objectives, business-to-business objectives and business-to-government objectives,’’ he said.
According to him, business to citizens objectives include engendering public trust and confidence in NDIC’s work and promoting financial literacy amongst depositors.
He said that business-to-business objectives included re-establishing NDIC’s front line role in technical assistance and developing its ability to check bank distress before it worsens.
“For all of us who are here to witness this occasion, our expectation is that from today, various stakeholders will not need to be told that NDIC has changed.
“Rather, it is the high level of service, the stakeholders’ focus and new business zeal to achieve its mandatory objectives that will tell the story,’’ he said.
Mr Foluso Philips, Chairman, Nigeria Economic Summit Group (NESG), urged the corporation to ensure it remains strong and reliable.
Phillips, who was the guest lecturer, spoke on “Re-branding and the Imperative for Enhanced Service Delivery’’.
He said that re-branding does not end with change of logo but must reflect the behaviour, perception and attitude of the employer and the employees.
“For an institution to be fully re-branded it must live up to the brand and personify the brand; the re-branding must reflect the true culture of the institution.
“The symbol must identify the character and belief of the institution.
The Managing Director of NDIC, Alhaji Umaru Ibrahim, said the aim of launching the new logo was to build on many positive perceptions by the public and to enhance service delivery.
“We are all aware that there are perceptions amongst stakeholders about NDIC that are not accurate. Our brand strategy is about combating those perceptions with the real information.
“Similarly, there are also many positive perceptions about the NDIC and our new brand aims to build upon them.
“In truth, the need to re-brand did not just arise from changing perceptions, it began first and foremost with the quest for enhanced service delivery,’’ he said.
He gave the assurance that the corporation would continue to do its best to ensure that depositors are properly protected in the industry.