First Financial Bankshares has announced that its subsidiary bank, First National Bank of Sweetwater, Texas, is changing its name to First Financial Bank to better align itself with First Financial Bankshares' growing brand identity.
Scott Dueser, chairman, president and CEO of First Financial Bankshares, said: With the name change in Sweetwater, seven of our 10 subsidiary banks now proudly wear the First Financial Bank name. This change will result in more convenience for our customers who travel from market to market along Interstate 20 in Texas and it will provide greater marketing and operational efficiencies for our company.
JV Martin, chairman, president and CEO of First Financial Bank in Sweetwater, added: Even though it’s a new name, we will continue to be the same customer-focused, community-based bank with a local board of directors and local management, who will continue to make local decisions. We will remain true to the values and fundamentals that have made us successful and will be the same bank with the same friendly people.