Access To Diamonds

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Amaechi Okobi on
The New Brand
Identity
Amaechi Okobi is the Head of Strategic Brand
Management at Access Bank Plc. In this interview with
us, he gives an insight into what can be expected with
regards to the new brand outlook in the wake of the
merger between Access Bank and Diamond Bank.
By John Iyoha
First reactions at the news of the merger
My first reaction was one of excitement, the
fact that we have a five-year strategic plan
that involves a certain number of customers
and now, with this merger, we are well ahead
of schedule to achieving that goal. I was also
excited because I know Diamond Bank and I
know what they are good at. I also know what
we are good at, and so the idea of these two
companies coming together definitely excited
me. Additionally, from a legacy standpoint, I
was excited to work on something this huge.
The most important part of external
communications around the merger
This has to be the fact that we both have
customers that love both brands. Letting
them know that all is well in the midst of
all of this is critical. The essence of the bank
they know and love will remain intact, and
communicating this has been paramount.
Coming together was done for the sole
purpose of giving more value to the customer.
Getting staff onboard during this merger
process
It’s critical. For everything you do, your
employees are your first point of call. A lot of
uncertainty can come with a move like this,
putting your staff in the know at every turn
is how we averted the panic that comes with
change. Staff can be your biggest advocate,
and if you take them along the journey and
they are comfortable knowing they have all
the information they need, they will be great
allies.
Considering differences in corporate
culture, how has the synergy between
both banks been during this transition
process?
Diamond Bank is more of a retail bank, and
Access Bank is more of a wholesale bank, and
we are both good at what we do. There are
also differences in our corporate culture, for
example, the dress code - when your focus is
retail versus when it is wholesale, there will
be a difference. So, yes there are differences
we would have to learn from so that the
larger new entity can operate as one. We are
focusing on each other’s strength as we try
to downplay the weaknesses with a mind to
moving forward. So, there are synergies and
it our job to find them and exploit them.
The most challenging part of the
communication process so far
Trying to get information out on time, trying
to inform our staff and customers before the
rumor mill does. Staying ahead of the pack
on stories that concern us is the challenge.
Changes we should expect about the new
brand identity and culture
It’s not too early to talk about what the new
entity and brand will look like, the logo that
you all know as Access Bank or Diamond Bank
will definitely evolve. Just as we are merging
businesses, customers and employees, we
are also going to merge the logo. The logo
will be considerate of Access Bank and their
customers and their love for the brand as well
as Diamond bank and their customers and
the love for the brand
What’s next?
Right now, most of our staff are all excited.
We all want to succeed and we know that this
merger is a step towards that success. We are
looking forward to it.
“The essence of the bank
they know and love
will remain intact, and
communicating this has
been paramount.”
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