BRANDING SUCCESS STORIES Case Study and learnings from a brand that embraced holistic branding and transformed themselves
BRANDING SUCCESS STORIES
Case Study and learnings from a brand that embraced holistic
branding and transformed themselves
Putting back sparkle, relevance and leadership into an ageing brand
CASE STUDY ONE
THE BRIEF
To maintain its competitive edge by transforming MKH Berhad from a Kajang-based property
developer into a leading developer through a 360 degree re-branding programme
WHAT WAS OUR SOLUTION?1. A thorough audit of the brand’s internal external market perceptions
2. Uncovering of brand opportunities and unmet market needs and wants from the brand
3. Discovering the essence and core values of the MKH brand
4. Development of the design and projection of the new MKH brand identity
5. Aligning all staff to the new core values while transforming the customer experience through new, brand-driven products and a brand-based customer experience
6. Company-wide brand culture training based on brand core values
7. Launch MKH’s new brand to the market
From an old, dated brand, with a conservative and safe approach to product development and design….
To a brand-focused company with a refreshed personality, new brand promise, customer experience and projection
WHERE DID WE BRING THE BRAND?
Brand Essence
Brand Traits
Strategic Brand Positioning
CREATIVE ENERGYguided by
EXPERIENCE
DYNAMIC
PROFESSIONAL
RELIABLE
RESPONSIVE
FRIENDLY
STABLE
MKH is a property brand built on experience andstability that is committed to constant, dynamic movement
forward
THE BRAND’S DNA IN SUMMARY
INTERNAL BRAND TRANSFORMATIONBrand Culture Workshops
Brand Culture TrainingWorkshops conductedover 4 weekends to train all staff on the
new brand values andto develop the new
customer experience
(insert pix of new signage and reception)
New brand launchadvertisement
RESULT
MKH Berhad’s enhanced products, refreshed brand personality and customer-brand experience raised customer and investor perceptions, while adding value to an established property brand
So What Lessons Can We Learn?
• Branding is HOLISTIC
– It starts from an essence, a core of What The Brand Is All About…
– We call it the BRAND ESSENCE– It governs and dictates every activity of the
Brand, both internally and externally
• A Brand Has A Set Of Personality Traits
– Like a person– Both rational and emotional– They support the Brand Essence and make it
believable and acceptable to its stakeholders
• A Brand Has A Series Of Touchpoints With Its Customers/Stakeholders
– Retail displays– Product quality– Product design– Customer service– After-sales service– Phone service– Distribution & availability– Promotions & Publicity
• It’s About Aligning Brand Touchpoints
– To deliver a common brand experience– To ensure consistency– To ensure clarity
• Branding Is About An Emotional Bond With a Brand
– I buy it because “I like it”– The brand is “so me”– A Brand Essence is essentially emotive to
unleash the emotive appeal of a Brand, to forge consumer bonding with it
• Advertising, Direct Marketing, Public Relations, Customer Relationship Management per se is not Branding!
– They are manifestations of the Brand and its personality
– They are Brand building activities– They help communicate a brand’s appeal– Thy cannot do it strategically without a clear
understanding of what the core/essence of a Brand is
END