With Botswana Life Insurance Limited (BLIL) having changed its corporate identity and launched its new identity a fortnight ago, the parastatal indicated, in response to a Gazette Business questionnaire, that they are not yet done with their re-branding process. “On the contrary, it is the beginning of the most exciting part of our re-branding journey,” read the response.
BLIL said they are now ensuring that they live up to their brand promise, which is to make their customers proud of being associated with them. “The results of a re-branding exercise are a product of a number of factors, one of which is the objectives of the re-branding. In our case, improving the customer experience is an intrinsic part of the reasons that underpinned the decision to re-brand and it is also inherent in our brand promise,” the company said.
It said the decision to re-brand was preceded by various consultative engagements with relevant stakeholder groups, noting that the developments in the business environment also informed the process that culminated in the decision to re-brand.
The purpose of the re-branding initiative was to align the company’s corporate identity with its new strategic direction, the Company told this publication, further saying the other reasons were; to reposition the company in a dynamic, competitive business environment, as well as to rejuvenate the brand and get all key stakeholders to reconnect with its new and broader proposition.
The company, which is a subsidiary of the Botswana Insurance Holdings Limited, said it has taken two years of introspection, consultation and planning for them to launch their refreshed corporate identity.
Quizzed on the cost of the re-branding, BLIL declined to reveal the amount, saying; “This information is confidential to the business and cannot be divulged.” On the value of their new corporate identity, the company said it is to rejuvenate their brand, aligning it with their strategic direction and reposition the brand in the minds of their stakeholders.
It noted that while the change of their logo is one aspect of their re-branding initiative, the company is also streamlining its internal processes and systems in order to improve its offering to customers, and this includes improving the customer service aspect.