A look at 4 Ghanaian companies shaping new identities

Stories and facts

In recent years, several global companies in Ghana have changed their corporate identity. In this feature, we delve into the transformative journeys of four Ghanaian companies, exploring how these companies are repositioning their brands in the minds of consumers.

MTN Group
In 2022, MTN, Ghana and Africa's leading telecommunication company embarked on a significant rebranding initiative as part of its forward-looking strategy, Ambition 2025. This strategic overhaul prioritizes fintech solutions, digital services, enterprise offerings, network services, and the application programming interface marketplace. The rebrand unveiled a revitalized brand identity, accompanied by a refined approach to its operations. Their previous red and white lettered design encased in a blue oval corporate logo changed to a bold black lettering within an oval which reflects the company's transition from a telecommunication provider to a technology company.
The rebranding effort aligns with MTN's broader ambition to drive Africa's advancement, as highlighted in the Ambition 2025 campaign. This campaign emphasizes MTN's dedication to catalyzing progress across the continent, underscoring the transformative potential of action.
Furthermore, the simplicity of MTN's new brand design symbolizes its commitment to enhancing customer experiences by leveraging technology to simplify its offerings. This approach aims to make complex products more accessible and user-friendly, ultimately enhancing the overall customer journey.
Absa Ghana
In 2020, Barclays Africa Group underwent a significant transformation, and changed its corporate identity to Absa Group Limited, marking its distinct separation from Barclays Plc. This pivotal moment in the company's history involved a comprehensive rebranding effort, transitioning from the familiar Barclays name to the renewed identity of Absa, a name with historical significance within the group.
Accompanying the name change was the unveiling of a fresh logo that captured the essence of the Absa brand. This symbolic representation not only signified a new chapter for the organization but also reinforced its commitment to embodying the core values and aspirations of Absa.
The rebranding initiative represented more than just a cosmetic change; it was a strategic move aimed at realigning the organization with its vision, mission, and values. As Absa Group Limited, the company embarked on a journey of innovation, growth, and customer-centricity, positioning itself as a leading financial services provider across Africa and beyond.
This transformation underscored Absa's dedication to forging its path, independent of its former parent company while embracing its rich heritage and heritage. With a renewed sense of purpose and identity, Absa Group Limited embarked on a mission to empower individuals, businesses, and communities to thrive in an ever-evolving financial landscape.
AirtelTigo
In November 2017, Airtel and Tigo joined forces to create AirtelTigo, a unified telecommunications entity aimed at providing an extensive range of services including data, mobile money, and mobile voice offerings. With this merger came a significant rebranding effort, consolidating various sub-brands under the unified name, AT.
Under the AT umbrella, customers can access a diverse array of services, each prefixed with "AT" to signify the cohesive nature of the brand. These include AT Money, AT Business, AT Premier, and AT Insurance, reflecting the company's commitment to delivering integrated and innovative solutions to meet the evolving needs of its clientele. The shift to AT is a strategic move aimed at reflecting their commitment to simplicity, making it easier for customers to connect with the brand.
Vodafone
In a strategic move set to redefine the telecommunications landscape in Ghana, the Telecel Group, an Africa-focused telecommunications company, announced its ambitious plan to fully rebrand Vodafone Ghana to "Telecel" by the end of February 2024.
This transformational initiative comes on the heels of the Telecel Group's acquisition of a 70% majority stake in Vodafone Ghana (formerly Ghana Telecommunications Company Limited – GTCL) in February 2023. With this acquisition, Telecel is poised to revolutionize the telecommunications sector in Ghana, ushering in a new era of innovation, quality, and customer-centric services.
Moh Damush, the CEO of Telecel Group, emphasized that the rebranding goes beyond a mere name change. Instead, it symbolizes Telecel's unwavering commitment to meeting the evolving needs of customers in Ghana. He highlighted that the rebranding campaign represents a bold leap into the future, where innovation, quality, and customer satisfaction remain paramount.
In a statement, Damush articulated Telecel's vision for the future, stating, "This rebranding represents a bold step forward into a future where innovation, quality, and customer satisfaction remain at the core of who we are. Our goal is to provide Ghanaians with exceptional services, exceeding their expectations."
The rebranding of Vodafone Ghana to Telecel is not merely a cosmetic change but a strategic endeavor aimed at delivering unparalleled telecommunications solutions to the people of Ghana. Telecel aims to leverage its extensive experience and expertise to offer innovative services that enhance connectivity, empower communities, and drive economic growth.
As Telecel Ghana prepares for its transformation into Telecel, anticipation is high among consumers and industry stakeholders alike. With a renewed focus on innovation and customer satisfaction, Telecel is poised to reshape the telecommunications landscape in Ghana, setting new standards for excellence and service delivery.