EthSwitch hosts knowledge series session on EthioPay brand development
Date: 2025-12-30
By: Nana Appiah Acquaye
EthSwitch
has held its 13th Knowledge Series session focusing on the EthioPay brand,
underscoring the strategic thinking and collaborative effort behind the
development of the national payment brand. The session took place at the
EthSwitch headquarters.
Opening
the session, EthSwitch Chief Executive Officer, Yilebes Addis, acknowledged the
participation of Zelalem Woldemariam, Chief Executive Officer of Zeleman
Communication, for sharing professional insights and practical experience on
branding. He noted that EthioPay was designed to unify diverse payment services
into a single, simple, and user-friendly platform, and expressed appreciation
to all stakeholders who contributed to building the brand.
Guest
speaker Zelalem Woldemariam delivered a presentation on core branding
principles, emphasizing the role of perception and consistency in shaping a
brand’s identity. He described branding as the collective impression, promise,
and experience associated with an organization, beyond its visual elements.
Further
presentations were delivered by Yoseph Endale, Marketing Director at EthSwitch,
and Shewandagne Tessema, Brand Strategy Consultant, who outlined the evolution
of the EthioPay logo, key brand elements, and the overarching branding
strategy. Their presentations were followed by a panel discussion that explored
practical approaches to implementing the brand across the financial ecosystem.
Participants
at the session emphasized that the successful rollout of the EthioPay brand
requires collective ownership and coordinated implementation across all
financial institutions. The discussions concluded with a shared understanding
that timely and consistent adoption of the EthioPay brand is essential to
strengthening trust and recognition within Ethiopia’s digital payments
landscape.
