The Bank Islam Brand Story
The Brand Challenge
Islamic banking competitors offered more competitive products, superior customer service and more modern competitor brand perceptions. Bank Islam lost its edge and profits began to decline. Brand perception was poor, staff morale was low, external brand identity projections were dated and the customer experience was eroding.
The Brief
Reposition Bank Islam; evolve the brand promise, transform the brand experience, re-build a brand culture based on core values, help bring back competitiveness and profitability.
How We Approached the Re-branding Assignment
An internal core brand team of 30 key senior management members was formed. Each member of this internal core brand team played a key role in gaining internal brand insights. Simultaneously, an audit of external stakeholders was conducted nationwide. Painstaking analysis determined the gap between perceived (internal) brand offerings and the real brand offerings of Bank Islam. This laid the foundations for the new Bank Islam brand strategy
The Results
A Consistent Internal and External Brand Identity
The brand identity was redesigned to bring it in line with the new strategy which positioned the re-branded Bank Islam as “Malaysia’s dynamic, modern and leading Islamic bank.”
Brand Culture Aligned with Core Values
A new corporate brand culture built on brand core values was created and embraced. Staff interaction patterns with external brand stakeholders became clear and consistent.
Brand Perception Evolves
All branches were re-modelled based on the new brand identity. The external marketing and communication strategy adopted a professional, modern leadership positioning.
Our brand perception tracking research revealed positive brand perceptions of Bank Islam, with key words like “professional” “modern”, “fast-moving”, “friendly” surfacing, within one year of the new brand launch.
The Trinity Berhad Case Study
The Brand Challenge
Trinity was a relative newcomer to the property development market. Selling in a market dominated by bigger more established property developers it was imperative to ensure its competitiveness and to avoid a price discounting war.
The Brief
Develop a special brand promise and brand experience that would ensure memorability and traction of the Trinity brand in the property market.
How We Approached the Challenge
We formed a core brand team was formed to gain insights. Concurrently, customers and prospective customers were researched to determine their brand experience and perceptions of the Trinity brand.
The Results
A re-modeled customer experience of the brand at all brand touch points was developed. A new brand culture drove the refreshed brand experience.
The MKH Berhad Story – Regaining Brand Leadership
The Brand Challenge
In the growing competitive property development market, MKH was seen as old fashioned, non-progressive and a very “Chinese” property developer. In the face of more modern, more competitive brands, MKH was perceived as a small town property developer. This made premium project sales for developments in the lucrative KL/PJ area challenging.
The Brief
Modernise the MKH brand and its perceptions. Revamp the external brand projection, revitalize the brand’s position, build an internal brand culture and bring competitiveness and relevance back to the MKH brand.
How We Approached the Challenge
A core team of key senior management was formed. This internal core team was researched to uncover their views and perceptions. An external brand audit of MKH property buyers, and non-buyers was conducted. This was the basis for permanent brand change.
The Results
Brand Strategy
The new MKH Brand Strategy called for evolution of property designs to reflect changing customer needs, a refreshed brand identity, a workforce fully aware of market and customer needs, aligned to the brand’s core values and positioning.
Brand Identity
Built on the new Brand Strategy, the new MKH brand identity was re-designed to reflect a refreshed customer- focused brand personality and a new customer experience.
Brand Culture
Brand Culture Alignment Workshops were conducted to align all staff to the new corporate brand values and to start the evolution of an aligned culture and a new customer experience
Refreshed external brand identity projections
Completely renovated reception area
Backlit 2-D Executive Floor Backdrop
Look inwards.
If you have answered “Yes” to any one of the smallest questions, give us a call. We will be glad to meet you for a no-obligation consultation.
There are brand consultants, and there are brand consultants. There is nothing to stop design companies, P.R. consultancies, digital marketing firms, event managers, or advertising agencies to claim that they do “branding”. But there are only a very small handful of real brand consultants who can provide the internal and external stakeholder insights that will enable you to re-engineer your brand/company from the inside-out.
Our success rate, client portfolio, methodology and our people set us apart. Our internal and external stakeholder audits, our identity design modules, our brand culture modules and the people who apply these modules are a breath of fresh air, our point of difference and the key to your brand’s further success.
Brand consultants will come in all forms and guises. Ask to see the consultancy’s methodology. Check to see if they can give you a complete brand strategy that can diagnose and cure your brand’s ills. If you’re not sure, Contact us.
The fees you will be charged really depends on what your brand requires. After meeting with the brand owner, we will be able to tailor special packages to suit our clients’ requirements and budgets.
Yes, things could go very wrong, if the wrong consultant, without the right skill set or right fit is selected. These risks can be reduced. Assess the consultant’s case studies and past clients. Ask about his successes and how they secured their success. Then decide on whether there is a fit between your brand and the consultant’s skill set.
The need for Business-to-Business brands to have a clear brand roadmap and brand promise is even more critical than consumer-based brands. Your customer/client base could be much smaller and less forgiving than mass market brands. Hence it is imperative that you get your brand’s deliverables correct from the start.
Copyright © 2023 Lumiere All Rights Reserved - Branding Agency Malaysia
Lawrence Chan
+6012 207 8075
lchanps@gmail.com
