Why Do Companies Rebrand? A Case for Old Mutual Kenya

It is common for businesses to rebrand – a decision resulting from a plethora of reasons, including international expansion, new management, outdated logos, and mergers, to name a few. Regardless of the reason, it is important to create a strong brand that people will never forget.

During a rebrand, a significant element of the brand is changed. Such a change often includes something as glaring as a logo or a negligible shift in messaging to communicate the brand promise better.

Rebranding remains a critical part of a company’s journey and should not be taken lightly. Not only can it be costly to execute, but it can also be a gamble – especially if the board, customers, or other stakeholders do not accept the change.

Without delving too deep into the definition of a brand strategy, a successful rebrand must put your company in a position where it sells better and appeals better to the target audience.

As noted earlier, there are several reasons why a company rebrands. Take, for instance, the UAP Old Mutual, which recently rebranded to Old Mutual; it did so as a strategy to unlock more possibilities for its clients. This was a proactive approach to corporate rebranding.

The Old Mutual rebrand shortly followed a conference held in Capetown, South Africa, where the company unveiled its portfolio for the future, focusing on alternative investments as the new frontier for clients to seize better opportunities.

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The game-changing investment conference laid bare a new on-brand strategy for growth and the protection of the prosperity of the Old Mutual customers and communities on the African continent.

The predicted growth and future strategy encompassed the Old Mutual Pan African footprint harnessing to provide pooled cover for multinationals, product innovation, and leveraging integrated financial services to realize economic growth in East Africa and financial prosperity for Kenyans.

Apart from the predicted growth and priming itself for expansion and new opportunities, Old Mutual also rebranded to appeal to a new audience, to help them select better and suitable alternative investment options for portfolio diversification, and to take advantage of the remarkable post-pandemic economic evolution.

The onset of the pandemic in 2020 highlighted the increasing importance of well-diversified investment portfolios as traditional assets posted record low returns. The potential of alternative investments extends beyond enhancing portfolio returns for clients. They also give exposure to the real economy, enabling investments into socially impactful projects, creating jobs, and enabling access to essential services.

Globally, the focus on ESG continues to increase exponentially, and non-traditional assets provide just the right opportunities for responsible investing. This is also part of the Old Mutual brand promise to always remain relevant and continue to deliver sound investment outcomes for new and existing customers.

Old Mutual is committed to helping customers thrive by enabling them to achieve their lifetime financial goals while investing their funds to create a positive future for them, their families, their communities and broader society. With the rebrand, they are looking to leverage Kenya’s recognition as a fast-growing technological hub to serve clients better, attract new customers, unlock more possibilities, and continue to inspire businesses around the globe.