BARBADOS PORT INC
The Barbados Port is a diverse and multipurpose seaport where trade and logistics, transport and technology combine to form a vibrant hub of economic activity.
The Solution
In response to this worrying trend and threat to efficient operations of the port, the BPI commissioned G&A Communications Inc to develop a corporate rebranding programme and national communications campaign to educate, sensitize and shift public perceptions. The aim of the exercise was to bolster the reputation of the corporate identity by impacting positively on the organizational culture and in turn effectively communicating the brand personality, service standards and general stakeholder commitment to all key publics.
The Problem
An issue of widespread misconceptions and misaligned perceptions had impacted the reputation and image of the BPI and the Port. This situation made it increasingly difficult for the Port to enhance internal staff morale and improve the customer experience through managing impressions and expectations of the public.
The Process
Strategic Brand Development (Branding From Within): The brand team employed G&A’s proprietary Transmutable Innovation© brand system to execute a seven step brand transformation and stakeholder engagement programme. The discovery phase involved extensive brand auditing, Voice Of Customer (VOC) listening, stakeholder assessments and audience analysis. This was the baseline for a brand S.W.O.T analysis and corporate communications auditing needed to devise the brand development and implementation strategy.
Brand Empowerment, Cultural Change & Brand Identity Ideation: Staff brand training and sensitization was leveraged to generate widespread awareness and buy-in of the new brand purpose and philosophy. This led to co-creation amongst stakeholders and G&A facilitators to formulate brand and communications assets such as the visual brand identity, brand voice, brand standards and a framework for all brand communications including advertising, public relations, desktop publishing, signage, information graphics & wayfinding, digital media and internal communications.
Communications Planning & Execution: A strategic brand implementation programme inclusive of stakeholder outreach and a national communications programme was devised to sensitize the wider public.
The Results
The rebranding programme was a major success with overwhelming buy-in and commendations coming from all quarters. Staff showed overwhelming support and this had a positive impact on the internal culture. Customers and the general public took note of the positive change and this influenced perceptions, creating more positive impressions of the corporate reputation of BPI.