What does Cathay Bank mean when we say “brand?”
To put it simply, brand is how our customers, employees, and communities think about and perceive Cathay Bank.
Our brand is really about our story. Brand is how our customers experience our company at every single interaction—branches, online banking, meetings with bankers, account statements— everywhere a customer sees or hears from Cathay Bank.
Why is Cathay Bank rebranding?
We have a long history of providing banking for the people and businesses in the communities we serve. While we continue our dedicated support of our original customers, we’re also serving their children and grandchildren, as well as other diverse communities. And as the needs and expectations of our customers grow and evolve, so must we. We initiated a branding program to define and express a refreshed brand story and identity that reflects our evolution but also connects with our diverse customer base.
What changes should customers anticipate as a result? When should I expect to see them?
Starting April 12, 2018, you will begin seeing Cathay Bank’s refreshed brand, including our new logo. For a period of time you will see both our previous and new branding. Eventually our new branding will be reflected everywhere including online banking, statements, signage and our website.
Our customers do not have to take any action, and these changes will not affect any accounts, loans, or services you have with us. We will continue to provide the dedicated services and support you’ve come to expect from Cathay Bank, being there for every moment, every step of the way.
Who can I speak with to learn more?
Your relationship banker can answer additional questions you may have, as well as your local branch and our Customer Service at 800-922-8429. We welcome your feedback. Thank you for being part of our journey.