Businesses often need to rebrand, and it can be a result of many reasons, including growth, new management, a bad reputation or an outdated image. When Steve Jobs returned to Apple in 1997, he changed Apple’s rainbow logo to a sleek metallic one. Keeping up with trends, changing times and his vision for Apple’s future, Jobs’ rebrand worked well and aligned with the company’s brand of offering minimalistic, contemporary products.

In the case of Metro Security Services, it was a case of the organisation needing to consolidate its assets under one visionary brand to unlock integrated service value for its customers and establish a strong platform for its future growth. As part of this restructuring and rebranding process, the approach was the development and application of a new brand identity, and to strategically position the organisation in the market using various marketing and communications tools. Each strategy and tool was developed and implemented with a defined role in mind, mainly how it works within the mix.

We developed various marketing and communications strategies and tools such brand evaluation by conducting a market scan, gap analysis (internal), a customer/ competitor analysis (external), developing a CRM system, and finally giving brand recommendations..

For consolidation and rebranding, we developed a newly refreshed brand and created a new brand book to guide the use of the new brand identity. The next phase was the new brand activation (launch and roll-out). We established, repackaged and repositioned the M Secure brand identity while firmly positioning the organisation’s renewed offering in the market. Various brand collateral for print, online and digital was developed to communicate the new service offering and to position the brand firmly.