AMBL

Brand Identity Development

apna microfinance bank limited

Perfect Brand Image

breaking it down…

1Gather requirements

2Study

competition

3Develop

identity

Gather Requirements1• Microfinance facility• NMBL infrastructure

• Rural / Urban• 60% / 40% division of resources for agro- and other

purposes, respectively

Bank’s Philosophy:

“Allah helps those who help themselves” Self-sufficiency “It is far better to help a poor person by teaching him how to catch fish instead of buying him fish to eat”Empowerment “Microfinance may not pose a significant impact on the overall poverty scenario, but it will certainly change life of the family who will benefit from it”One-step-at-a-time

Gathering Requirements

Bank’s Vision:

“Self Reliance Through Self Generation”

Eradicate poverty by providing opportunity

Sustainable lifestyles

Timely and painless provision of funds with minimum requirements

Non-exorbitant service charges / rates of return

To become the “institution de choice” for micro financing

Focus on service quality


Bank’s Mission:

“Alleviating poverty by providing financial services and professional advices which have a lasting positive impact on our customers’ standard

of living, their financial sustainability and growth in their income generation”


Bank’s Objectives:

To provide sustainable flow of financial services to less privileged / poor, including economic empowerment of women and micro-entrepreneurs.

To arrange capacity building of underserved masses by improving attitudes, skill, knowledge, social justice and ability to initiate and manage economically viable projects.

To coordinate, arrange and supervise grants / funds from various persons or bodies of persons for socio-economic well being of privileged / poor.

To provide loans, advances and other credit facilities for the development of agriculture and micro market sector including production, marketing and house-finance facilities.

To mobilize savings by accepting deposits [demand, savings and time deposits].


Developing brand identity for AMBL [Apna Micro-finance Bank Limited] including logo[s] for the entity

The identity should reflect AMBL’s “essence”

Easy to comprehend by the target market

Quick brand recall

Our Understanding

2 Study the competition

• Other micro-finance organizations• NGO’s [local and foreign]

• Established “mainstream” banks

established in June 2008

vision to become Pakistan’s leading microfinance bank

serving all for a prosperous, equitable and poverty free Pakistan

offers a diversified range of financial products and services to low income wage earners as well as the self-employed

leverage and build on its associated company’s outreach and experience, as well as charter new paths as a regulated, deposit taking entity, maintaining the group’s vision

Kashf Microfinance Bank Limited (KMBL)

set up by a group of highly experienced bankers

private commercial Microfinance bank licensed under the Microfinance Ordnance, 2001

one of the first nation-wide, private sector, non-NGO transformed, commercially sustainable microfinance institutions in Pakistan

Tameer provides low-income, salaried, self-employed and micro-entrepreneurs with financial products designed to help grow businesses and produce significant economic multiplier effects in local economies

also provides home improvement products and term deposits

Tameer Microfinance Bank (TMFB)

established in August 2000 as part of the Government of Pakistan’s Poverty Reduction Strategy and its Microfinance Sector Development Programme (MSDP) that was developed with the assistance of the Asian Development Bank (ADB)

headquartered in Islamabad and operates under the supervision of the State Bank of Pakistan (SBP) with commercial banks as shareholders

Its mandate is to retail microfinance services and act as a catalyst in stabilizing the country’s newly formed microfinance sector

Khushhali Bank

Inaugurated on May 21, 2006

jointly sponsored by the Sultanate of Oman and the Pak-Oman Investment Company

national-level microfinance bank has a paid-up capital of PKR 500 million

offers a range of microcredit and micro-savings products and services

Pak-Oman Microfinance Bank (POMFB)

was incorporated at Karachi as a public company limited by shares under the Companies Ordinance, 1984. It was inaugurated in 2005

has an authorized capital of PKR 250 million divided into 25 million ordinary

it has a paid-up capital of PKR 1 billion which has been fully subscribed by the directors and their associates and some corporate investors

Rozgar Microfinance Bank Ltd. (RMFB)

roots reach Aga Khan Rural Support Programme (AKRSP), which has been running a successful microfinance and integrated rural development programme in Pakistan’s northern areas since 1982.

was established as a non-listed public limited company in November 2001

was licensed as a microfinance institution in January 2002. Principal sponsors and shareholders include AKRSP, the Aga Khan Fund for Economic Development (AKFED), and the International Finance Corporation (IFC).

The Bank serves rural and urban population of Pakistan: outreach and sustainability.

The target market is vulnerable groups, especially women.

seven loan units in the northern areas and Chitral, 13 branch offices in the rest of the country, a head office in Islamabad, a corporate office in Karachi, and has planned for another 30 branches over a five-year period to provide lending, deposit, and remittance services.

The First MicroFinance Bank Ltd. (FMFB)

S W

TO

View your slides from anywhere!

Strengths

•Credibility of stakeholders •Catering to urban and rural clients•Micro-financing for agro- as well as small industry/cottage industry•Easy to apply for with minimum documentation requirements•No heavy collateral•No punitive/exorbitant rates of interest

Opportunities

•Strategic alliances, partnerships•Industry in growth stage; opportunities to grow through service•Product development•Studying competitors’ mistakes/weak areas to consistently tweak own brand

Threats

•Price inflation/deflation•Strong competition•Competitors new products and innovation

Weaknesses

•Immature local micro-finance industry •Brand-building from scratch•Geographical factors

S W

TO

3 Develop Identity

Brand Image and Logos

Denotes growth

Green is a fresh, clean scheme, easy on the eyes and memorable

Curving typography and flows aid recall

Does NOT limit or restrict the bank’s image or target audience to a particular part of society

Sets apart from competition

Line of text in the logo and below graphic communicates the dignified yet approachable image of the bank, respectively

Rationale

Orange shows passion and is memorable

Rationale

Friendly approach

Green is a fresh, clean scheme, easy on the eyes and memorable


Logo appears clean and in-line with current, modern trends

Line of text in the logo and with the graphic communicates the dignified yet approachable image of the bank, respectively

Rationale

Friendly approach

Orange shows passion and is memorable




Rationale

Corporate colors

Asymmetrical grey dots in logo type create interest




Rationale

input and suggestions

Thank you

Economy & Finance

AMBL