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The Lion King | 5
do with one another will deter-
mine the unique customers’
experience, the interpretation
of our logo and the totality of
the public perception of Brand
UBA. As much as we have been
doing well to retain our custom-
ers, the customers’ needs and
the banking environment are fast
changing and so also the way we
must live our core values.
Let us briefly look at our shared
values and how living these
values influence the equity of the
brand.
Humility:
We see and relate with
customers as the essence of
our corporate being. We have
been modest and respectful to
our customers over the years.
Our actions to both internal
and external stakeholders must
continue to reflect this cardinal
business virtue all the time.
Empathy:
We always put
ourselves in the position of our
customers. We have over the
years showed some degree of
agreement with our customers’
views. This is evident in our expan-
sion to other countries to make
cross-border trades and business-
es easier for our customers. This
we must continue to do in reflec-
tion of our commitment as a truly
global brand.
Integrity:
We are transparent in
our relationships with our custom-
ers. Richard DeGeorge described
acting with integrity as the same
as acting ethically or morally. We
shall continue to relate with our
stakeholders in openness and
consistently be guided by this
value in the pursuit of worthwhile
purposes. This value gives whole-
ness to what we do.
Resilience:
We evoke our entre-
preneurial spirit to excel in all
challenging situations. The resil-
ience in us has kept us going
through the changing business
environments in the countries
we have operations. It is our resil-
ience to support our customers
that has helped us to continue
to innovate new products and
alliances for cross-border trades.
Without doubt, our logo as
depicted by the mustard seed,
the UBA lettering and the colours
(white & red) is one of the unique
expressions of noble intention
to make global impacts among
the world’s leading brands.
The mustard seed reflects fertil-
ity, growth and development;
it connotes deep personal
relationships based on the spirit
of selflessness and collabora-
tion. This we have shown in our
growth and the growth of our
customer base in Africa and
beyond. Our Red colour repre-
sents energy, boldness, strength,
innovativeness, excitement and
distinction, all of which align with
our dynamism and aspiration of