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Newsroom Round Up

What can you tell us about your organization? which is inline with the brand promise has to be established. This
Since its establishment in 1989, Seylan Bank has been known as is a process that often takes time. Externally, we face a lot of clutter
a pioneer in the industry. We were game changers when we went in the market. With so many financial institutions in Sri Lanka that
against the tide and placed a firm focus on innovation. Because more or less provide the same services, we are constantly trying to
of this, over the last 30 years, Seylan has grown significantly. Our find new ways to differentiate our brand promise in a way which will
customers place their trust in us because we truly are a bank with a add value to customer. We cannot do this without understanding
heart; our service is what wins the hearts of the customers. Because what the customer really wants.
of this, customers have stood by us even during challenging times.
How does one innovate when it comes to branding?
As of now, we are looking at expanding our footprint in terms of our
I would like to stress that innovation does not need to come from
network and digitization. We are also very strong in the SME sector
technology as people often misread this. However, technology
and the personal loans category. Our portfolio in terms of cards has
certainly is an area where one can innovate, but we have found
also been growing at a fast pace.
that the greatest way of innovation in terms of branding is through
What does branding mean to you? communication. For an example, our extremely successful Dekken
Branding to me is more than just a logo or a theme Dennam campaign for personal loans was a prime example of
of colors. In fact, it is all about the feelings and this. The campaign itself directly tells the customer how fast
experience that are triggered in the minds of a they may get a loan. We quadrupled in terms of sales and saw
consumer which are directly related to a positive an unprecedented growth in our personal loan portfolio. Once
association. you challenge your current process and approach to branding,
innovation will follow naturally.
Gamika with branding in this industry?
What specific challenges are associated

We face both internal and external challenges.
Internally, ensuring that the science and the art
of branding work in harmony after crunching the
numbers is essential. A brand concept should be
articulated into a business concept. As a brand
De Silva cannot be built overnight, consistent messaging

Head of Marketing & Sales - Seylan Bank

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