Brand Development in Telecoms Markets

Branding in telecoms is becoming a priority due to the fact that telecom services are becoming more commoditised, the speed of technology adoption is increasing and the power of differentiation is decreasing.  In such an environment, brands are becoming the most valued asset for telecom operators.  In mature markets, brand becomes the main differentiator to attract customers and influence the decision making process.  In emerging markets, where companies are less customer-oriented, the impact of a trusted brand would deliver much higher value. 

It is very difficult to create sustainable differentiation in the main pillars of telecom offerings, such as products and services, distribution models, tariffs, handsets, coverage, and customer service, because these elements are relatively homogeneous throughout the industry.  The development of the brand’s emotional appeal is limitless and could only be constrained by operator’s fragmented brand management processes and poor brand communication.

Coleago’s brand development process focuses on the particular needs of the telecoms industry. It is designed to deliver tangible benefits. Please contact us to discuss telecoms specific branding and how it can help your company to differentiate itself in the market and avoid becoming a commodity. 

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Main contacts:

Graham Friend
Managing Director
Tel: +41 79 855 1354
graham.friend@coleago.com

Scott McKenzie
Director
Tel: +44 7825 294 576
scott.mckenzie@coleago.com