When an investment company needs to rebrand, it needs to critically consider the interest of all its stakeholders. MKH is an investment management company creating sustainable investment opportunities in Nigeria. The company has a track record of profitable investments in the agriculture, oil and gas, and real estate sectors. Playing in a highly competitive sector, where consumer needs are constantly evolving, and competitors are employing innovative approaches to scale, Mustard Fortune (now MKH Investment Limited) realised the need to rebrand. Our goal was to help the brand transition seamlessly while maintaining the interests of all its stakeholders – investors, clients, partners, employees, and the media.
Brand Strategy
We engaged our client in a series of strategy sessions to help Mustard Fortune seamlessly rebrand to MKH. This included redefining the brand’s purpose, vision, mission, values and other brand entities.
Website Design
The website was well-designed and functional to accommodate the needs of the target audience. We also utilized technical SEO to make the website rank better on search engines.
Visual Identity Development
We developed the new corporate identity elements from the logo to the website and printed items to portray the new brand identity and strengthen its visibility.
Public Relations
We understood the need to communicate the new brand and its upgraded offerings to all stakeholders, as such, we established the new brand with media features, creatively telling the stories of its expansion beyond Lagos, Nigeria.
Public Relations
Crafting the Brand Story
We found the core of the rebranding and created a story that explained the benefits of the rebranding to the company’s stakeholders and the public. The story sold to many who embraced the new brand and continued doing business with the company.
Building Overall Corporate Identity
For MKH Investment to transition perfectly, it needed a revamp of its existing corporate identity. Starting with the logo, we worked on all the visual elements representing the overall face of the organisation.
Brand Positioning
Branding is critical to a business because of its overall impact on clients/customers. We helped MKH Investment strategically position its brand.
People and Organizational Performance
We created an entirely new support experience for MKH Investment’s employees. Moving beyond the existing culture, we introduced a culture that carries the persona of the new brand. Our work rotated from department to department, ensuring that each individual understood the new vision of the rebranding, the reasons for the rebranding and their roles in rebranding. For MKH to rebrand, it needed the support of its employees. They needed to be engaged. We also put up structures to ensure that the vision for the rebranding was well-defined (simple) and easy to understand for the employees. The new experience began by providing critical connectivity between the vision and the employees.
Communications to Stakeholders
When an existing brand changes its name, values, vision, and all other icons, it must communicate to its stakeholders to retain its existing market shares/customer base. For MKH Investment, we mapped out each group’s stakeholders and communications strategies. Our stakeholders spanned partners, clients, the media and the organization’s target audience.
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