The document outlines the brand identity development process for Apna Microfinance Bank Limited (AMBL), including gathering requirements, studying competition, and developing an identity. It details AMBL's vision, mission, objectives, and philosophy of empowering customers and alleviating poverty. Requirements include providing microfinance and infrastructure in rural and urban areas. Competition includes other microfinance organizations and established banks. Several potential logos are presented that aim to depict growth, passion, and approachability while differentiating AMBL and appearing modern.

1. Brand Identity Development
apna microfinance bank
limited

2. Perfect Brand Image
Gather Study Develop
requirements competition identity
breaking it down…

3. Gather Requirements
• Microfinance facility
• NMBL infrastructure
• Rural / Urban
• 60% / 40% division of resources for agro- and other
purposes, respectively

4. Gathering Requirements
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

5. 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

6. Gathering Requirements
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”

7. Gathering Requirements
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].

8.  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

9. Study the competition
• Other micro-finance organizations
• NGO’s [local and foreign]
• Established “mainstream” banks

10.  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
Kashf Microfinance Bank a regulated, deposit taking
entity, maintaining the
group’s vision
Limited (KMBL)

11.  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
Tameer Microfinance  also provides home improvement
products and term deposits
Bank (TMFB)

12.  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
Khushhali Bank services and act as a catalyst in
stabilizing the country’s newly formed
microfinance sector

13.  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)

14.  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)

15.  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
The First MicroFinance corporate office in Karachi, and has
planned for another 30 branches over a
five-year period to provide
Bank Ltd. (FMFB) lending, deposit, and remittance services.

16. S W
O T

17. S Strengths
W
Weaknesses
•Credibility of stakeholders •Immature local micro-finance industry
•Catering to urban and rural clients •Brand-building from scratch
•Micro-financing for agro- as well as small •Geographical factors
industry/cottage industry
•Easy to apply for with minimum
documentation requirements
•No heavy collateral
•No punitive/exorbitant rates of interest
O
Opportunities
T Threats
•Strategic alliances, partnerships •Price inflation/deflation
•Industry in growth stage; opportunities to •Strong competition
grow through service
•Competitors new products and innovation
•Product development View your slides from anywhere!
•Studying competitors’ mistakes/weak areas to
consistently tweak own brand

18. Develop Identity
Brand Image and Logos

19. 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
Rationale 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

20. Orange shows passion
and is memorable
Rationale

21. Friendly approach
Green is a fresh, clean
scheme, easy on the eyes and
memorable
Rationale Sets apart from competition
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

22. Friendly approach
Orange shows passion and is
memorable
Sets apart from competition
Rationale 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

23. Corporate colors
Asymmetrical grey dots in logo
type create interest
Sets apart from competition
Rationale 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

31. Thank you
input and suggestions