First Inland Bank finally, after months of speculations, changed its logo and trade name to FinBank in an event that attracted who is who in the country.

As a build up to the rebranding exercise, the bank had placed teaser adverts with its previous name placed a colour page advert in most newspapers. On the right hand side of the door were lashes of colour; red, yellow and blue. Under it was a statement; 'the door to endless possibilities is here'

Expectedly, this elicited anxiety and curiosity but by the evening of the same day, the suspense ended.

In a carnival like, stakeholders and friends of the bank, including the Governor of Edo State, Prof Osariemen Osunbo, and representatives of Ekiti, Ogun, Abia and Bayelsa's Governors were on hand to endorse the new corporate identity.

There it was discovered that the colourful lashes appeared with the advert in few dailies that day was actually the new logo of the bank.

The following day, the newly launched corporate identity appeared in dailies with the bank's new corporate pay off; 'Come in.

Expectedly, the change attracted comments from brand and financial analysts, with many scoring high the new name high for its brevity and brightness of the star-like logo.

To some observers, the change of name may be the beginning of another era for the bank, if well managed.

This conclusion is reached based on how some brands, both on the local and international scenes often use rebranding for consolidation and a measure to stay young, vibrant and relevant in the market space.

Yet there are analysts who believe that the name change may bring nothing positive if the bank fails to let it tell on its operations and attitude to business.

As common to brands that take this step, the rebranding of the bank may be to make it fit with a global identity.

Governor Osunbo is among the people who see the bank step as one that can assist it play on the global scene.

The governor, had, why making his remark commended the effort and advised Nigerian bank not to shy away from operating on the global scene.

To herald the new identity, a fashion parade which captured the revolution of the new brand was played out.

In the parade, young beautiful girls and handsome men appeared in designer apparel that represent, first the old and later the new corporate colour of the brand.

However, many things pointed to the fact that that the new brand signals a bold embrace of change in the right direction, as stated by the Chief Executive Officer of the bank, Mr. Okey Nwosu.

"We are poised to redefine our brand in the market place to meet the ever-changing needs of our customers. Our strategy is to generate positive market growth, enter into new markets and product direction."

The first sign that gave members of the public the confidence that the once 'quite' brand meant business this time was the promptness with which the new identity was effected in nearly all the branches immediately.

No doubt, customers of the bank would be transfixed on when they got to their respective branches and were welcomed with a new corporate identity.

But will the new look call for a new business approach?

This is a major question members of the public have been asking. It is believed that if the vibrancy of the physical look influences its operation, the sky may be the limit.

The new brand identity, according to Nwosu is comprehensive and affects the various manifestations of the Bank's corporate identity such as logo type, corporate brand name, corporate interiors and exterior faÁade, visual languages, corporate culture and service delivery.

All these, he said, have undergone transformations to reflect the bank's new identity.

The implications of these to the bank are quite numerous.

On the part of the management and staff of FinBank, the unveiling of the bank's new brand identity, provides a fresh impetus to take pioneering strides in technology and excellent services that engender customer engagement.

The managing director stated that the new brand identity will redefine the bank's position in the market place to meet ever-changing needs of its customers.

He added that the bank's strategic intent is to generate positive market growth which will launch it into new markets and chart a new product direction.

The logo which comes in four colours with v-shaped tear drops expresses a vibrancy that is uncommon in the conservative financial services landscape in Nigeria .

The Managing Director of Brand Union, the Brand Architects Mr. Anthony Swart while describing the new corporate identity said the bank's new icon reflects energy and flexibility while the symbolic convergence of the two Rivers in Nigeria; which was retained from the old logo, but now expressed in a new progressive way, brings the memory of the bank's legacy banks pre-consolidation, which had their spread across Nigeria.

Swart said that the Chevron-like lines in the new logo exude powerful, energetic arrows that focus energy, indicating direction and purpose.

"In the icon, a new star , an African star is born and by using elements of the icon in the ancient African tradition of partnering to stimulate the senses and enrich the environment, the bank demonstrates our African nature, as well as its vibrant attitude", he added.

With its array of flexible and customer-friendly consumer product offerings and a cream of competent and professional staff, Nwosu said FinBank was set to take banking to a new level.

In the last five months, the bank has embarked on a customer-centric project which inculcates in staff the best international service delivery practices.

This, according to Nwosu is aimed at retooling core banking operations which are hinged on quality service delivery.

FinBank is a merger of First Atlantic Bank Plc, Inland Bank Plc, IMB International Bank Plc and NUB International Bank Limited.