Transforming a telecom giant for the digital era
Telekom Albania, one of the country's leading telecommunications providers, needed to revitalize their brand image and improve customer perception in a highly competitive market.
The company faced declining market share and negative customer sentiment due to perceived service quality issues and an outdated brand identity. Our task was to develop and execute a comprehensive rebranding strategy that would reposition Telekom Albania as an innovative, customer-centric telecommunications leader.
Telekom Albania was facing significant challenges in maintaining its position as a market leader in an increasingly competitive landscape.
Over the previous two years, Telekom Albania had experienced a steady decline in market share due to aggressive competition from both established providers and new entrants.
Customer satisfaction scores were at an all-time low, with negative sentiment predominant on social media and review platforms, focusing on service quality and customer support.
The existing brand identity no longer reflected the company's vision for the future and failed to resonate with younger demographics who perceived the brand as outdated.
The company struggled to communicate its diverse service offerings clearly, resulting in low adoption rates for new services and packages.
We needed to completely rethink how we presented ourselves to the market. Our customers' needs had evolved, but our brand hadn't kept pace with those changes.
We developed a comprehensive rebranding strategy focusing on modernization, simplification, and customer connection.
We crafted a fresh, modern visual identity that maintained recognizable elements of the parent company while establishing a distinctive local presence. The new design language emphasized simplicity, innovation, and approachability.
We developed a multi-channel communications strategy that included digital, print, television, radio, and outdoor advertising, ensuring consistent messaging across all touchpoints.
We created a comprehensive employee engagement program to ensure that staff at all levels understood and embodied the new brand values in their customer interactions.
We reimagined the customer experience in Telekom Albania's retail locations, implementing a new store design concept that reflected the updated brand identity and streamlined the customer journey.
We implemented a systematic approach to ensure all aspects of the rebranding were strategically aligned and effectively executed.
We conducted extensive market research including competitor analysis, customer surveys, focus groups, and stakeholder interviews to understand perceptions, needs, and opportunities.
Based on research insights, we developed a comprehensive rebranding strategy that outlined the new positioning, messaging framework, and implementation roadmap.
Our creative team developed the new visual identity including logo refinement, color palette, typography, and design system, alongside key messaging and creative concepts for the launch campaign.
We developed and executed an internal launch program to ensure employees understood and embraced the new brand direction, including training sessions, workshops, and brand ambassador programs.
We orchestrated a phased external launch that included teaser campaigns, media events, advertising, and digital marketing to introduce the new brand to the market.
We implemented comprehensive monitoring to track brand perception, customer response, and business impact, making real-time adjustments to optimize campaign performance.
The rebranding initiative delivered significant business results across key performance indicators, exceeding initial expectations.
Improvement in overall brand perception based on independent market research conducted three months after launch.
Net growth in customer base within six months of rebranding, reversing the previous declining trend.
Increased engagement across all social platforms, with significant improvement in positive sentiment.
Reduction in customer complaints about service quality and customer support issues.
Brand perception improvement over time following rebranding launch
The rebranding created a solid foundation for Telekom Albania's business transformation, enabling the company to successfully introduce new digital services and improve customer loyalty. The refreshed brand positioning continues to resonate with customers, particularly in younger demographics where the company previously struggled to connect.
Hear directly from the Telekom Albania team about their experience working with us and the impact of the rebranding project.
The rebranding campaign exceeded our expectations in every way. Not only did it revitalize our image, but it also translated into tangible business results. The team's strategic approach and attention to detail made all the difference.
What impressed us most was how thoroughly the team understood our business challenges and translated them into a cohesive brand strategy. The internal engagement program was particularly effective in aligning our entire organization.
The data-driven approach to both strategy development and campaign optimization ensured we made decisions based on real insights rather than assumptions. This significantly contributed to our success in reconnecting with customers.