Branding is only unique sustainable advantage for Middle East and African telco players

Delta Partners released a Perspective White Paper entitled "Telecom Branding in the Middle East & Africa: Call to Action," in line with the Middle East Communications 2008 (MECOM) event, Delta Partners branding workshop.

Delta Partners revealed in its White Paper that as telecom services become more commoditized and the speed of technology adoption is increasing, brands need to play the role of comforting customers.

In order to do so, as telecom players mature in the Middle East and Africa they need to ensure that their branding and communication is customer-centric as opposed to sales oriented.

"Telecom companies need to become more aware of the importance of their brands and recognize that having the right positioning, providing a distinct experience and being able to engage in dialogues with their consumers would allow their brand and company as a whole, gain from tangible financial results," said Javier Álvarez, Partner, Delta Partners.

According to Delta Partners, telecom operations in the region need to address barriers such as traditional advertising approaches, the lack of available data on existing customers and their behaviors and the lack of strong local flavor in brand identity in order to deliver world class brands.

Once addressed it will remain critical in their approach to focus on:

• Deciding on the branding approach - Through defining a clear brand architecture and hierarchy model.

• Developing a governance model - The sponsorship of the CEO is vital for developing a brand culture. With the CEO taking the forefront, all divisions of the company will synchronize their efforts to create a strong and consistent brand.

• Defining the corporate identity - Extensive internal and external research needs to be conducted for developing an aspirational yet achievable brand promise and positioning.

• Developing the Brand - A brand should be developed taking into consideration applications across all stakeholder touch points and distinctively appealing to all of their senses.

• Deploying the new brand - In order to effectively deploy a brand telecom operators need to have a clear management and reporting structure in place between their internal departments and with their Advertising, PR, media, direct marketing, web, and retail agencies.

• Sustaining the brand - A brand needs to be very carefully audited in a process similar to that of accounting to ensure that it is globally consistent, always up to date, and responds to its stakeholder's requirements.

"A compelling brand needs to be created externally and internally within an organization. It forms the backbone to company in what the company does and how it operates and therefore needs to be suitably projected as the personality of the brand. The best example of this is Richard Branson, the Virgin brand ambassador, if not the brand itself," said Xavier Anglada, Associate Partner, Delta Partners.

"Identifying the right brand approach, whether locally or regionally, leads to differentiation and consumer appeal. We strongly believe that only a bold, distinct approach can make the brand promise stick in stakeholders' minds and reinforce a brand's value and promise," added Mr. Álvarez.