Transitioning from a local company to an international company
Overview
Growth secures the future of a company. It’s prudent to muster every effort to manage the growth. The future is always full of uncertainties but the past and present can be used to prepare for it. J Mwangi Associates had served the Kenyan market for many years. They supported and transformed many organizations leading to their growth. They became the go-to consultancy for professional services in audit, tax, consulting and financial advisory to the government and private clients. They developed a great asset of deep local expertise. Notwithstanding that, this asset began evolving into world-class capabilities. With this new potential, something had to be done. Therefore, the borders of Kenya would not be the limit of their growth as a company but the beginning of a bigger adventure.
The birth of a new adventure
J Mwangi Associates desired to offer their services to the international market beginning with East Africa. With an expansion of the business environment, there is always a necessary caution in approach in order to preserve the gains made over the past years. Furthermore, it must be balanced with the need of attracting new clients for growth. They deemed it fit to undergo a rebranding for repositioning in order to stand out as an international company. This need drove them to seek assistance from Toolbox Design Agency. Whenever your service is exceptional in a particular market, it is prudent to think about exporting it to a new market. But how a brand performs in one market may not be the same in another market. The service itself may not need to be changed but sometimes its packaging can be a big determinant factor. We felt it necessary to carry out a brand audit of J Mwangi Associates in order to determine its position in the international market and in the process identify the weak areas that may need intervention. Our focus was attracted to the Brand name. There was something about it that aroused suspicions. It seemed to be long and cumbersome to pronounce for the international market. A recommendation was proposed to shorten it. The name was changed from J Mwangi Associates to JM Associates. A new logo was designed subsequently in order to highlight this new brand name and the new direction of the company.
