Singapore – Singapore telco provider MyRepublic has announced a new brand revamp, with a core brand message of being more relatable with customers, driven by customer-centricity, a greater focus on attributes which customers expect from telecommunications service providers today.
Conceptualized together in partnership with branding agency Superunion, the new rebranding stems from a study of 750 customers by both companies to evaluate current brand perception as well as key customer consideration factors and features. Findings from the customer survey guided the overall brand discovery process and informed MyRepublic’s brand positioning as ‘People who get people’.
The new visual identity sees a refresh of MyRepublic’s brand assets, with elements such as the core purple color being optimized for a screen-first approach, in line with changing digital consumption habits, which will be gradually rolled out across all of MyRepublic’s brand assets and sub brands. The bold simplicity of the identity cuts through a cluttered category and sets up the brand for expansion of its business footprint.
According to Enning Yow, head of creative studio and insights at MyRepublic, they hope that this new identity captures the MyRepublic spirit – smart and more than a little geeky, but always approachable and friendly.
“Through this exercise, we wanted to iterate our commitment to delivering quality services that are reliable and customer-centric. It was a great experience working with Superunion to create a strategic platform and visual identity for the brand that we could meaningfully own,” Yow stated.
Meanwhile, Danley Stone, executive client director at Superunion, commented that the heart of the rebranding endeavor was a customer-centric extensive research, on which they sought on the question of why MyRepublic shares a special bond with them as customers.
“It simply came down to their unique culture; these are smart, fast-moving, genuine people who truly care about their people. The new identity embraces that sentiment and sets up MyRepublic as a breath of fresh air within the category.” Stone stated.
MyRepublic’s brand revamp coincides with the company’s recent update of their telco services, specifically their new self-serve SIM card activation service. This offers customers greater flexibility and a more seamless sign-up process with enhanced security. Starting in May this year, new mobile customers who receive their SIM cards via mail will be able to track their package in real-time via MyRepublic’s delivery partner throughout the process.
“Our mobile service enhancement and brand refresh are part of a larger, ongoing commitment to place our customers’ evolving needs and preferences at the heart of our brand and business. We are who we are today because of our customers, and our ability to bring meaningful value to them will be critical for our continued success,” said Lawrence Chan, managing director at MyRepublic Singapore.
The brand revamp has been showcased through an integrated campaign that launched in March 2021, appearing across MRT stations as OOH advertising and digital channels.
