On Wednesday, Singapore Telecommunications giant SingTel unveiled a new logo, brand tagline and announced a few operational changes as part of a re-branding exercise.
You may ask what's so special about SingTel's rebranding exercise. The problem is there may not be anything special although SingTel like any other company undergoing a revamp has probably pumped in millions of dollars for this corporate-wide reform.
Before we touch on what are some of the guidelines a company should adhere to before embarking on a re-branding/ branding exercise, here's a summary on the issue at large.
Overview of SingTel's Re-branding Exercise
SingTel has not undergone a brand revamp for the past 16 years. The old SingTel logo resembles a simple artistic impression of the iconic satellite dishes - a sight you cannot miss whenever you travel on the express-way.
As a Telecommunications company, it was a pretty straightforward but effective logo although we were not too sure as to what the two squares stood for.
In 2013, a big brand name, renowned advertising agency Ogilvy was hired by SingTel to revamp the corporate image of the local telecommunications brand.
Beyond a few operational enhancements and a few perks as part of a standard sales promotion routine for most Telcos, not much was announced to the media and public about the re-branding exercise.
The New Logo
Unveiling its new logo - which has an arc of five red dots over its name signifying innovation and ongoing business evolution, Singtel group chief executive officer Chua Sock Koong said: "We need to change our brand as the market evolves...When we look at competition here, it is not just traditional telcos but also OTT (over-the-top) content players."
SingTel's new logo was nothing cool and snazzy than compared with numerous messaging and data call players such as Skype, Viber, WhatsApp, Facebook Messenger and many more.
16 years on, SingTel's revamped generic logo and brand identity has still retained a stuffy corporate image that fails to stand out from the crowd of B2B logos and large, faceless corporations.
Connecting the dots with innovation and ongoing business revolution would only be possible if you were a SingTel executive who approved the idea behind the logo revamp and not for layman consumers.
What to Avoid When Re-branding Your Company
A logo must stand for something your brand represents. Unlike SingTel's generic logo, a brand must aspire to represent itself through this visual and semantic identity.
Here are some tips below if you are considering brand building or a re-branding project for your company:
- Do not pick a logo similar to other brands
- If you are unfamiliar with design or brand conceptualisation, do consult a branding specialist instead of fixing it yourself
Avoid generic taglines such as SingTel's "Let's make everyday better". It's generic enough to sound like what Proctor and Gamble would use to sell its entire household product range.
What Can SingTel Customers Expect?
No special perks were offered to existing or potential customers although a weekly promotion on Thursdays was announced. This week's promotion was free outgoing calls for customers for one day. A good point to note is that free incoming and outgoing calls are a standard promotion that telecommunications companies offer on a regular basis.
In addition to a standard promotion, more needs to be done with the proliferation and popularity of mobile apps that provide free data call and messaging.
Why Re-brand When There's Nothing Special to It?
Some may question SingTel's re-branding as there was nothing unique or significantly different about it.
Cutting short wait times for equipment installation and adding another button for customers to request a call-back are just some minor improvements that are not as impactful and have little significance towards a proper re-branding exercise.
Questions to Ask Yourself Before Undergoing a Re-branding/ Branding Exercise
- What is the purpose of re-branding/ branding?
- What are the results you expect after the re-branding/ branding exercise?
- How do you measure the success/ results of the re-branding/ branding excercise?
For more information on how to build your brand or kick-start a re-branding exercise, contact us today.