STRENGTHENING THE BOARDROOM BRAND

Boardroom

Business services is a competitive industry, and in many markets , becoming increasingly fragmented and commoditised. For a listed company seeking to expand its regional footprint, a review of its positioning and brand strategy became imperative.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • B2B
  • CORPORATE
  • FINANCIAL SERVICES

CHALLENGE

Ten years after it listed on the Singapore Stock Exchange in 2010, Boardroom needed to strengthen its market position to fuel regional expansion. The services offered: Accounting and payroll, corporate secretarial services were becoming increasingly commoditised, with mounting pressure on the company’s bottom line.

Boardroom’s identity and communications at the time projected an image that did not reflect the reality of Group’s stature and capabilities - Nor for that matter, its future growth aspirations.

SOLUTION

Through a series of internal and external reviews, from customer surveys, staff focus groups, as well as a group-wide brand opportunity workshop, Activiste was able to define a collective, resonant brand strategy that would guide Boardroom in their approach to positioning themselves and defining a stronger corporate culture.

A new set of brand values were linked to staff core competencies and brand activation across various touchpoints were executed to bring the brand strategy to life. In addition, a regional Brand Rally was organised to galvanise senior management across 7 cities to develop actionable ideas that the different lines of business could adopt and expand on. A new identity and visual system was designed to signal change and to project a revitalised corporation.

IMPACT

Despite being a leader in the corporate and advisory services sector, mainboard-listed Boardroom Ltd is not resting on its laurels. It is getting ready for a digital future.

"I just wanted to express my appreciation on the work done so far... I felt the exercise has been immensely useful for us."

Kim Teo
Group CEO, Boardroom Limited