Reenergizing the DCDM Consulting Brand
De Chazal Du Mee Consulting (DCDMC), a Mauritian IT consultancy firm (managed by Accenture) operated in a highly dynamic market with more competition, less available talents and higher costs. It benefited from the prestigious reputation gained over many decades in Mauritius and the region by DCDM (Chartered Accountants) but needed to refresh its ongoing communication. Brand In One conducted a comprehensive brand context analysis which included brand communications assessment + benchmarking, customer journeys mapping + analysis and brand image survey (through internal & external soundings with clients, partners & employees). Brand In One subsequently developed a detailed communication strategy (internal/external) and supervised the development of the new corporate identity (with a creative partner) and communication tools.
We also did
• Brand Visioning Workshops to develop the new Brand’s DNA namely: Development of DCDMC’s Brand Vision + Mission + Brand values - Innovation, Integrity, Competence & Diversity ...with Excellence & Distinctiveness at the core
• Brand personality + Statement of differentiation
• Development of a Brand promise “Go beyond”
• Brand Customer Workshops to engage DCDMC’s employees
A focused launch - targeted at the Mauritian B2B clientele - took place and was supported by a new advertising campaign and the development of a new website.
The branding exercise successfully repositioned DCDM on its three core businesses at the time: Consulting, Technology & Outsourcing. The overall initiatives also played an instrumental role in improving DCDMC’s internal communication and customer experience as well as establishing an overall stronger brand image.