corporate branding service brochure

CorporateBrandingServiceBrochure

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CorporateBrandingServiceBrochure

CbCORPORATEBRANDING

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Alder Service Overview

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BdBRANDDEVELOPMENT

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CiCREATRIXINVENTORY

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CiCREATRIXINVENTORY

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AbALDERBASE

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E5ENTERPRISE 500

We have an established presence in Africa & the United Kingdom as well as

strategic partnerships in other key markets.

Alder Corporate Branding Service | 1

Alder Consulting is an ideas and brandingcorporation focused on business andnation development.

Our mission is three-fold:

Clients

Society

Nation

We help our clients expand horizons, realise visions and improve bottom lines.

We believe in the worth of the human.

We dedicate our resources to alleviating the lot of the poor, taking care of the socially

disadvantaged and maximising human potential.

We progress nation development through our ideas, policy contributions, programmes

and intellectual assets.

Mission


Corporate Branding Modules

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In a nutshell...

We develop corporate

.brand strategy

We develop and

execute

.

marketing

communication

campaigns

We design: Logos,

trademarks,corporate functionmaterials etc.

visualidentities

We develop

.

branded

websites

We provide brandingand communicationservices for companiesinterested ininternational markets

We provide strategicbranding &communicationservices for companiesinterested in accessingthe and

.money markets

capital markets

We and

.

innovate ideas

develop new products

We measure the

of corporate

& product assets.

brand value

We conduct brand

research

We providefor organisations,sectors and industries.

brand ratings We provide

to measure the

entrepreneurial and

creative abilities of

organisations.

assessment

tools

Creatrix Inventory

The Creatrix Inventory is a special product from Alder Consulting. It is an entrepreneurship

assessment tool, licensed from Creatrix Inventory Inc, USA.

It helps organisations to assess the entrepreneurial capacity of their staff by measuring creative

abilities and attitudes towards risk. In doing so, a profile of the aggregate entrepreneurial capacity

of a unit or organisation can be developed.

The Creatrix Inventory is an invaluable tool for:

- Organisations seeking to ascertain whether they possess the HR capacity to deliver on specific

vision objectives- Organisations undergoing corporate reinvention- Organisations involved in mergers and acquisitions

The Creatrix Inventory will profile the strengths and weaknesses of an organisation’s HR and may

be used as a guide to determine the type of staff, partnership or Joint Venture that may be required

by a company to achieve its goals.


11

CiCREATRIXINVENTORY

Case Studies

Guaranty Trust Bank

Suburban West Africa

Brand Development | Idea Development & Opportunity Mapping | e-Brand MarketingInternational Brand Promotion | Research Services

Brand Development | Idea Development & Opportunity Mappinge-Brand Marketing | Research Services

Project Implementation | Brand DevelopmentIdea Development & Opportunity Mapping

First Bank

Established 1894


Guaranty Trust Bank

Marketing Strategy & Communication

When Guaranty Trust Bank (GTBank) desired a new marketing programme to promote its brand, Alder designed

a campaign to augment the Bank's mind share and cement its leadership role in Nigeria and the rest of West

Africa.

The campaign was crafted to reinforce the Bank's positioning as an iconic brand. (GTBank reinvented the

concept of service in the Nigerian banking industry, when it began operations in 1991).

A marketing strategy was developed to project Guaranty Trust Bank's dominant position and brand elements

(colours & logo). The campaign was tagged "Orange Rules" - a 3 pronged reference to the Bank's corporate

colour, industry dominance and the 8 "rules" or principles that define the Bank's brand (Simplicity,

Professionalism, Service, Friendliness, Excellence, Trustworthiness, Social Responsibility & Innovation).

To launch the campaign, special large-size boxes in the shape of logo (and with the

Orange Rules printed on them) were place at strategic points in the Bank's operational base - the largest

city in Nigeria. This promotion was followed by print, radio, TV, web banner and billboard ads. The Annual Report

was designed using the Orange Rules theme. For the report, a specialty material was employed to make it

distinct and unique.

In 6 months, became defined by the Orange Rules and has continually reinforced the Rules

in its corporate communication through the years. Alder's services under an annually renewed

brand strategy and marketing communication for the corporate brand and

products.

Guaranty Trust Bank's

Lagos,

Guaranty Trust Bank

were retained

programme for development


Brand Development

Orange Rules Box

Orange Rules Billboard

1

THE NEW FRONTIERAFRICA

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Guaranty Trust Bank plc Annual Report 2009

Y EA RS

Annual Reports


Print Adverts

Orange Rules Adverts


Print Adverts

Nigeria Gambia Sierra Leone Ghana UK Nigeria Gambia Sierra Leone Ghana UK Nigeria Gambia Sierra Leone Ghana UK Nigeria Gambia Sierra Leone Ghana UK Nigeria Gambia Sierra Leone Ghana UK

Simplicity Advert Series


Idea Development & OpportunityMapping | e-Brand Marketing

The Place to be by Asa

Alder developed the idea for a corporate song that captured the brand essence of GTBank

while democratising the Bank's values in the public domain. The artiste, was proposed

because she embodied the same values as the Bank and was best suited to articulate its

culture and character in song. Alder led negotiations on behalf of GTBank and an inspired

theme song was recorded titled, . The Place to Be speaks of a place where

noble ideals and character prevail; a place where people are free to explore their potential

and attain great accomplishments. It speaks of Guaranty Trust Bank, an institution built on

enduring professionalism, process simplicity and deep heritage.

Copies of the song were made available to customers, the general public and press via an

enhanced multimedia CD developed by Alder. The jingle and song were also distributed free

on the Bank's website, third party websites and social networks. The public was encouraged

to download the song to their phones and portable music players. (Social networks were

used to popularise the URL link for the song). The song has been deployed on the Bank's

ATMs and phone PABX as well as in the Bank's local and international subsidiaries.

Asa

The Place to Be

2the placeto bethe placeto beby

The new song that capturesthe essence of GTBank

Asa

CD

the placeto bethe placeto beby

The new song that capturesthe essence of GTBank

Asa

Adverts

First Corporate Stamps in Nigeria

In celebration of GTBank's 20th anniversary, Alder

Consulting conceptualised first-of-a-kind corporate

postage stamps for the Bank. Applications for the stamps,

including a possible use for the Bank's corporate annual

report were developed.

Alder negotiated production of the stamps and circulation

with the Nigerian Postal Service.

The stamps have been officially launched and are now in

circulation locally and internationally.

Commemorative Stamps


International Brand Promotion3Cranfield University Case Study

Alder facilitated a case study on Guaranty Trust Bank by

Cranfield University, UK with a view to further studies on

other Nigerian brands. The case study was distributed

locally & internationally.

Guaranty Trust Bank UK

Alder developed marketing strategies and materials for the

launch of GTBank's UK subsidiary. Aspects of the strategy

included the design of branding materials and adverts for

London’s Heathrow Airport.

Research Services 4Alder provides ongoing brand tracking and intelligence for

GTBank under its annual retainer. Quarterly reports are

produced for the Bank that analyse the Bank's and

competitors' marketing communication.

About Guaranty Trust Bank plcGuaranty Trust Bank plc is one of Nigeria's leading commercial banks

with subsidiaries in Ghana, Gambia, Sierra Leone, Liberia and the UK.


Project Implementation

Brand Development

1

2

When First Bank needed to deploy a new

brand identity across over 300 branches,

Alder was asked to develop and execute a

comprehensive implementation plan. The

Bank wanted to successfully launch its

brand across multiple cities and at the

same time, create publicity for its new logo

and reorient staff.

Alder developed a modular project implementation plan modelled after the

London Underground. Deployment was done in batches based on the

relative visibility, brand impact and corporate contribution of branches even

though the branches were far apart in terms of location.

Deployment began with the customisation and production of business and

corporate function materials, including signages. Budgeting and contractor

screening were coordinated by Alder. An advertising brief was scripted for the

Bank's agency and strategic direction was provided.

Acculturation

Events Management

An employee acculturation programme was implemented by Alder Consulting. 800 employees (including the Management &

Board) were trained in 6 cities in Nigeria. Employee brand manuals & training manuals were developed and specially

selected brand champions were trained to conduct continuous internal branding sessions across the Bank.

The brand was launched in an elaborate ceremony conceptualised and planned by Alder. The event featured multimedia

shows, a 3D walk-through of a concept branch, a special First Bank anthem and a mechanised model of the new logo.

First Bank

About First BankFirst Bank of Nigeria Plc is the largest financial group

in Nigeria. It was also the first banking institution

founded in Nigeria.

Established 1894



When Suburban wanted to celebrate its 10th

anniversary and review its brand strategy, the

organisation approached Alder. Suburban

required a new brand strategy to facilitate the

launch of its new products and increase its

market presence & customer base.

Events Consultation

PR & Media Relations

Project Implementation

Alder consulted on four events in Suburban's week-long

anniversary celebrations, advising on the format for the

events; providing design & marketing communication

services; producing a documentary; providing PR & media

services and conducting artiste negotiations.

Brand Development1

SuburbanWest Africa10thAnniversary

Buildingcapacity.Makingcommunicationbetter

Your invitation

The Suburban 10th Anniversary

SuburbanWest Africa10thAnniversary

EntrepreneurshipSeminarSuburban hosts a seminarfor aspiring entrepreneurs

Your invitation

Invitation Cards

Corporate Brochure

Print Advert


Brand & Marketing StrategyMarketing Communicatione-Brand Marketing2

A management strategy session was facilitated by Alder. At the session,

Suburban’s products were stratified into 3 main areas: Core Technology,

Enterprise Business Services and Consumer Products.

The organisation's brand architecture was streamlined into a flexible house-of-

brands structure to accommodate the Group motherbrand, multiple

subsidiaries and products. The vision, mission and values of the Group were

then redefined in line with new brand aspirations. The positioning of the

relative to competitors was examined and potential brand eroders

identified.

A comprehensive marketing strategy was designed to communicate the

character of the brand and its consumer oriented product suite. In particular, a

dedicated plan was developed for the company's online solutions. Marketing

messages & platforms were customised and an e-brand marketing campaign

was created. Alder designed and produced print and electronic adverts,

including a collection of customer testimonial videos.

brand

were

Print Adverts


Social Strategy3The organisation's Corporate Social

Responsibility focus was fine-tuned to focus

on e-learning, social empowerment through

technology and an existing telemedicine

project.

To drill down the brand essence and expectations to staff,

an acculturation session was designed and facilitated by

Alder. At the session, the Legend of Suburban was

presented by the founders. In addition, the brand

fundamentals were presented using interactive sessions,

audio-visual tools, case studies and role play. Employees

were given an opportunity to provide input into

organisational culture, product development and the

mitigation of brand eroders. All the staff signed on to a

specially drafted pledge and an employee brand manual

developed by Alder was distributed to staff.

Acculturation

ResearchServices7

4

Branded Websites

Suburban Group’s website was re-scripted and

the site map in line with the

organisation's brand focus. Screen savers and

email signatures were also customised for

Suburban.

redesigned

Alder executed a perception audit and

competitor mapping exercise as input into

strategy development. Critical stakeholders

were polled including customers and

employees.

About Suburban West AfricaSuburban built and operates one of the largest privately

owned IP backbones in West Africa as the primary route

for intercity and international links for telecom operators.

5

Alder expanded the product bouquet for the

organisation's online solutions; expanding the

value proposition and scripting and producing

the marketing material. A logo was developed

for one of the products.

Idea Development& Opportunity Mapping6


Credentials & References

Alder Consulting has a rich history of innovation in the branding industry. We introduced branding

as a discipline in Nigeria as well as the consulting model for branding. We also released the first-

ever research based brand report in Nigeria: The Alder Brand Report.

We understand the political, socio-cultural & economic issues that impact on corporate & state

brands in Africa and have produced papers in these areas.

We are USA Today’s exclusive partner in Nigeria for the sale of marketing communication in USA

Today and USA Today.com.

Our professional memberships include:

American Institute of Graphic Design (USA)

Association of Advertising Agencies of Nigeria (AAAN)

Nigerian Institute of Public Relations (NIPR)

Advertising Practitioners Council of Nigeria (APCON)

Nigerian Institute of Management

ESOMAR World Research (Netherlands)

Alder SME Branding Service | 26

Our Corporate Social Responsibility initiatives are in the following areas:

Support for 9 Orphanages / Hospices

“Timeless...” Annual Charity Photo Exhibition

Soup Kitchen for the homeless and the poor

Support for Faith Based Organisations focused on social reformation and youths

Scholarships and Benevolent Intervention

We are a socially responsible organisation.Alder Corporate Social Responsibility

Alder SME Branding Service | 27

Client List SamplingWe have had the privilege of consulting for the following:

Federal Ministry of Information & Communication

Federal Ministry of Solid Minerals Development

Federal Ministry of Education

Federal Ministry of Foreign Affairs

Federal Ministry of Agriculture & Water

Resources

Nigerian Export Promotion Council (NEPC)

Nigerian Communications Commission (NCC)

British High Commission

British Council

Brazilian Embassy

Italian Embassy

Lagos State Public Private Partnership (PPP)

Greater Port Harcourt Development Authority

First Bank of Nigeria

Guaranty Trust Bank

Ecobank

Access Bank

Conoco Philips

SAP


Akintola Williams Deloitte

Trustfund Pensions

Honeywell Group

Crusader Insurance

Akintola Williams Delloite

Kakawa Discount House

Computer Warehouse Group

Afrinvest West Africa

UBI Energy

Resourcery

Ascot Africa

Notore Chemical Industries

Olaniwun Ajayi LP

State &Policy

Corporate

Nigerian Economic Summit Group

(NESG)

Junior Achievement of Nigeria

Convention on Business Integrity

Garment Care

VIC Lawrence & Associates

Norfolk Partners

SME

Non-Profit


A corporation is a living organism; it has to continue to shed its skin.Methods have to change. Focus has to change. Values have to change.The sum total of those changes is transformation.

Andrew Grove, Founding Member and Senior Advisor, Intel CorporationAlder Corporate Branding Service | 29

ALDER CONSULTING

33 St. James's Square

London SW1Y 4JS, England

T. +44 (020) 3008 6027 F. +44 (020) 3008 8555

1 Ajose Adeogun Street (by Ligali Ayorinde Street)

Victoria Island, Lagos, Nigeria

+234 (01) 270-5408-9

[email protected]

www.alder-consulting.com

U.K.

Nigeria

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