While the name is recognised nationally, the brand image & perception were struggling to stay relevant. The reputation is weak & the business closely associated with the government while the brand culture was lacking a cutting edge, creating a poor customer experience.
Amanahraya Berhad
Challenge
Amanahraya Berhad
Solution
Fusionbrand designed a bespoke data driven approach that began with a comprehensive internal & external brand, communications & experiential audit of all branches across the country.
We encouraged staff to be part of the process, reducing resistance to change.
The findings were used to develop an internal & external brand strategy that included a brand identity refresh that stayed true to the business's heritage. The internal branding included redesigns of the interior, incorporating activity spaces, more accountability, adoption of technology & better recognition of positive contributions of staff.
Outcome
Personnel were appreciative of the fact that they were included in the process & reacted positively to change as they embraced the new direction despite the increased accountability.
The brand identity was widely accepted both internally and externally however it is yet to role out.
Sales closing rates improved as the technology recommended by Fusionbrand reduced wastage.
Testimonial
“Fusionbrand has an extensive understanding of the branding, creative and digital environment, and are a pleasure to work with. Fusionbrand completely overhauled our website design, content and user interface, taking it from an old-fashioned-looking site with few visitors to a modern, attractive and popular dual-language site.”
