| Repositioning The Nairobi Securities Exchange

BRANDSPEAK

Opportunity

Stares
Repositioning The Nairobi Securities Exchange

BSD CASE STUDY SERIES | THE NSE REBRAND

A BSD group company

Insights & Research | Positioning | Employee Alignment & Internal Communication | Brand Identity

| Repositioning The Nairobi Securities Exchange

BEL

ONE

1960s

THE LABEL

A BSD group company

1970s

TIER ONE

The Brand Identity Evolution

Unleashing Potential

| Repositioning The Nairobi Securities Exchange

1990s

A BSD group company

The NSE Brand Identity Launched 2014

Its more than just Communication

Todays most successful companies regard brand as the driver for every process in their business. Corporate leaders
recognize that a brand carries as much asset equity as personnel, proprietary formulations or capital. Many companies
look at branding simply as communications the ability to forge an emotional connection between product and customer
through words and images. To unleash the true power of the business, the process has to go much broader and deeper
than that. Brand isnt just communications strategy; its the business strategy driving each department and they all should
act synergistically, communicating consistent messages so that all systems, processes and policies reinforce the brand.

The Nairobi Securities Exchange new brand was

developed on the premise of a well-fashioned, authentic
and differentiating creative platform with the goal of
positioning the organization as the hub of a regional
community. One that empowers capital markets to
innovate and collaborate, driving business and general
population towards Discovering Opportunity. BSD
worked closely with internal teams to develop a brand
strategy that was supported by a new visual language to
advance the exchanges strategic vision.
At its core is a dynamic logo that expresses collaboration
and growth in a flexible, globally relatable graphic
language. The animated logo emanates energy while

reflecting diverse elements joining to create a point of

interaction and activity. The blue and green color palette
communicates growth and optimism, while uncommonly
light hues convey commitment to transparency.
The new brand conveys the dynamism of the organization,
the connectedness of its community and the diversity of its
people. The new color pallete brings out the freshness of
its vision and thought. With the green symbolizing life The
color palette reflects growth and optimism with the dark
to lighter blue gradient conveying a message transparency.
One that says you are welcome

| Repositioning The Nairobi Securities Exchange

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A BSD group company

Insights form the foundation of our brand building

Insights
Analysis

process. We conducted an analysis of NSEs brand

amongst its key stakeholders. This would provide
the premise for a credible, future proof positioning
that takes into account current understanding and
perceptions of the brand and its category.

Based on the insights gathered, we developed a new

Brand Promise
Definition

promise embodied in the essence of

Discovering Opportunity. This new brand promise
would convey the dynamism of the organization, the
connectedness of its community and the diversity of its
people.

With the new promise validated, our teams worked to

Brand Identity
Development

deliver a unique brand identity that articulated the new

vision. The new identity was characterised by a color pallete
brings out the freshness of its vision and thought. With the
green symbolizing life The color palette reflects growth and
optimism with the dark to lighter blue gradient conveying a
message transparency. One that says you are welcome

Employee and
Stakeholder
Alignment and
Communication
External
Communications
Management

In an ideal world, the people are the brand

Aligning the brand to its employees and internal
stakeholders has become a key ingredient in winning
brands today. This was a key consideration for the
project. We conducted brand coaching workshops
amongst staff as well as key internal stakeholder such
as stock brokers to embed the new promise

A beutifully crafted brand promise would not be

of great use without powerful communication. We
developed advertising campaign across relevant
channels to mark the beginning of the new NSE
journey. This included TV, Print, Radio and Out of Home
Channels

| Repositioning The Nairobi Securities Exchange

TV AD

This Case Study

Demonstrates
organisations culture to create a
powerful regional brand

work across multiple communication

channels

to new audiences

from the inside out

without alienating existing ones

projects from strategy through to

implementation

A BSD group company

Sustenance Ads - Print

| Repositioning The Nairobi Securities Exchange

A BSD group company

About BSD
We develop brand and communication strategies through a unique set of principles and tools that
position brands where they are at their best to fully exploit the potential that surrounds them. This
is to enable them to uniquely engage with their diverse audiences. Weve spent years defining and
refining methods that get us to the heart and soul of our clients audiences; methods that enable us to
understand their perceptions, motivations and needs.
Our goal is to creatively distill the essence of what is most important, unique and compelling to you
and your audiences so that you can achieve your overall corporate objectives. By eliminating all the
clutter, we allow your true, simple and meaningful brand experience to innovatively emerge.
We create a connection that puts you in the heart of your consumer.

Well, thats us.

What about you?
If you would like to know more about
how our experience and expertise could
help make your strategy, identity, culture,
and communications a bigger success or
help you rise to other challenges
your business faces, then dont hesitate to
get in touch.
Email us at mwangij@bsd.co.ke, eva@bsd.co.ke
or call us on 020 2491078 to have
an informal chat.