Business communicators in Kenya: honing a brand identity
Pan African housing finance institution, Shelter Afrique, embarked on a new strategy to create a competitive advantage based on its deep and long-standing experience of the African real estate and housing market. However, the firm’s ambitious intentions were out of step with its existing brand and Gong was tasked with rectifying this and improving the firm’s brand identity.
Working with the Shelter Afrique senior management team, we defined the brand’s purpose through a series of workshops. Our in-house design team created a full suite of collateral, including a new logo, brand guidelines, business cards, brochures, folders and product sales flyers (in dual language versions). Our PR team then developed and wrote the content for a new, dual language website (www.shelterafrique.org) and copy for all of the designed collateral, as well as a digital newsletter.
The Gong Kenya PR team launched the new brand to Shelter Afrique’s employees with a clear internal communications strategy, working with the senior management team during deployment. We also created a 12-month strategy plan with clear recommendations for activity to launch the brand externally. We supported Shelter Afrique in the creation of an internal marketing position specifically to carry out ongoing marketing and PR activity on behalf of the organisation.