BRAND REVIEW: GT BANK

Asides the regular banking activities many banks engage in, Guaranty Trust Bank (GTB) has raised the bar in the banking sector. It has become associated with creative and speedy customer service. Because of its outstanding financial performance, excellence, and innovations, GT Bank is rated one of Nigeria’s foremost Financial Institution. Find out how this brand has gained such reputation in less than two decades.

BRAND HISTORY

Guaranty Trust Bank was founded in 1990 as a limited liability company with the aim to provide banking services within Nigeria and began full operation in February 1991. The brand was built on a firm foundation of excellence and professionalism. From its commencement, it has faithfully delivered innovative solution to solve customers’ financial challenges and has such gained more traffic.

Over the years the bank established some principles coined from what the brand refers to as The Orange Rules which guides its operations; simplicity, Professionalism, Service, Friendliness, Excellence, Trustworthiness, Social Responsibility and Innovation. This has also informed the brand’s corporate colour.

The company has had several strings of achievements from its sixth year into the banking sector. It was rewarded the Nigerian Stock Exchange President’s Merit award in September 1996 and consecutively won the same award for seven years within 2000 to 2009 excluding 2002. Another significant accomplishment the bank got was in 2002 when the bank was granted a universal banking license by the Central Bank of Nigeria (CBN).

The bank experienced rapid development and expansion after its second share offering in 2004 that raised about N11billion. Through this proactive step, Guaranty Trust Bank qualified for the N25 billion minimum capital base for banks initiated by the Central Bank of Nigeria in 2005.

Different years have come with different milestones for the brand. It has remained focused on its goal to build a proudly African and truly international institution that functions as a platform for enriching lives by building strong, value-adding relationships with those they do business with.

GT Bank has spread its tent from Nigeria to other countries like Cote D’Ivoire, Gambia, Ghana, Liberia, Kenya, Rwanda, Uganda, Sierra Leone, Tanzania and the United Kingdom.  

BRAND VISION

We are a team driven to deliver the utmost in customer service. We are synonymous with innovation, building excellence and superior financial performance and creating role models for society.

BRAND MISSION

We are a high quality financial services provider with the urge to be the best at all times while adding value to all stakeholders.

BRAND VALUES

Guaranty Trust Bank’s culture revolves around the eight Orange Rules. The orange colour that represents friendliness and youthfulness has in one way or another influenced the brand’s core values. Here are the principles the brand abides by;

• Simplicity
• Professionalism
• Service
• Friendliness
• Excellence
• Trustworthiness
• Social Responsibility
• Innovation

BRAND IMPACT

GT Bank ties its significance to social responsibilities. It is an integral part of the company’s business model. GT Bank dedicates a significant portion of its profit to high impact projects geared towards enhancing the community, education, and different forms of Art.

Written by Jennifer Chioma Amadi

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