HFC Bank, the most diversified financial institution in Ghana, has assumed a new image and identity with the aim and promise of delivering superior customer service at all times. As the number one home loans provider in the country, HFC Bank embarked on a re-branding campaign last year to make its services more attractive and dynamic. This year, the bank has already organised a two month training programme dubbed ‘Service Excellence and Brand Appreciation Training’ for its entire staff across the country to enable them to better understand the new image and corporate mantra ‘Possible Together’. While focussing on ways of delighting the multiple customer audience, the training programme also aimed at reinvigorating the workforce of the Bank to exhibit excellent service to customers in the course of delivering on the brand promise. HFC Bank believes that branding in the 21st century should be perceived beyond the physical edifice of the organization and rather focus more on communicating and spreading the brand message, seeking the interest of existing customers and acquiring new ones.