The FirstBank Brand Acculturation

When FirstBank launched a new brand identity (see case study on FirstBank Brand Transformation), it was important to obtain the buy in of employees and bring about a change in the old way of doing things. The bank had been in existence since 1894 and had maintained the same identity since inception, with minimal change. The task given to Alder was to develop an acculturation programme that would accomplish the following: Introduce the concept of change, educate employees about the tenets of the new brand, and spark attitudinal change (especially in service culture & work ethic).

The first step was to design an entirely fresh and unique acculturation curriculum customised for FirstBank. The programme was experiential & participatory in nature and took place in the form of 2-day sessions. It negated old assumptions that the programme was just “another cultural exercise” and set out to convince employees that the branding initiative was apropos and necessary to the evolution of the bank. During the programme, about 700 Brand Champions were trained who would go on to train others.

The acculturation programme was national in scope pulling together employees across regions in 5 major cities. The programme was very impacting and the feedback from the sessions signaled a new spirit within FirstBank.


Feedback from the FirstBank Acculturation Programme

“The programme was fully loaded and has impacted positively on my thinking. I strongly believe that the knowledge I have acquired in the past few days will change a lot of things in my workplace and my life.” “Without mincing words, the whole exercise can be described as excellent. The consultants are hardworking.” Olusola S. Idowu

“The practical approach you adopted, rather than the usual 'theoretical' approach has impacted positively on my knowledge.”
Odiko J.A.I

“A lot of consultants have taken us through similar sessions. But sincerely speaking, this session will remain in me. I say thank you.”
John M.B. Kuram

“Alder Consulting truly knows its onions. The team is intelligent and has demonstrated this in the delivery of the 2-day workshop. On the whole, the workshop is an eye opener and I have personally gained tremendously from this 2-day workshop.”
George O. Ajayi

“The brand transformation acculturation programme is a highly educative though exhaustive one. I was highly transformed mentally and it has launched me into a new world of discovery.

I am impressed by the consultants, their teaching aids etc.”
Olanike E. Adewolu

“The brand transformation project as a whole is a commendable and laudable project. Your contributions to ensuring a total success of this project in all ramifications are also very commendable.”
Aderonke Adedayo

“The programme was long overdue, I enjoyed every moment of it. Most of the topics are the true revelations taught by the experts who lectured. I say thank you and well done Alder Consulting.”
Adewole M.N

“The seminar has greatly met my expectations and even surpassed it. I am highly impressed by the quality of teachings /knowledge impacted on us. I doubt if any consultant could do better than Alder as far as this branding transformation is concerned.”
Akano Babatunde Wakeel

“Initially, I thought I had all the requisite in-training on the four pillars of our brand until this particular workshop. The resource persons were fantastic and have been able to prove that one can certainly look beyond his nose.”
Adigwe E. Ngozi

“The presentations by Alder Consulting and the Brand champions have made me understand the motive behind the branding project, the essence of FirstBank and my responsibilities as an employee of First Bank. The consulting team was superb. One wonders where they got those skills from.
Paul B. Oke

“A complete project.
Adeoshun Anthony A

“I have always wondered why my bank would spend so much money and time in the re-design of a brand. At the end of the programme, I now know and agree with the reason for this branding project. The facilitators of this programme have done a wonderful job.”
Jonathan O. Onoriobe

“The workshop was real and penetrating and has taken us back to the basics. It was a highly benefiting workshop.”
S.A. Igbur


About FirstBank
First Bank of Nigeria Plc, has distinguished itself as the leading banking institution in Nigeria for over a century, and has been a major contributor to the economic development of the country.

It was incorporated as a Limited Liability Company on March 31, 1894. With over 300 branches spread throughout the Federation, the Bank maintains the largest branch network in the financial services industry in Nigeria.