The strategy to execute a rebrand for Forna revolves around three main focal points: defining brand identity, enhancing digital presence, and fostering community engagement. Firstly, defining the brand identity involves conducting surveys among African immigrants in the UK to understand their preferences, evaluating competitors, and crafting a unique value proposition. For example, updating the logo and colors to convey cultural diversity and trust highlights Forna's commitment to accessibility.
The second focus, enhancing digital presence, includes redesigning the website with user-friendly navigation and optimizing it for mobile use. By integrating features like a currency calculator, Forna aims to simplify international payments. Engaging content and SEO strategies are essential to heighten visibility and connection with the target audience.
Finally, fostering community engagement involves organizing webinars and partnering with community leaders. Social media campaigns, referral programs, and collaborations with influencers are designed to build trust and awareness. Hosting events and developing partnerships are strategic actions to expand Forna’s reach and service accessibility.
The strategies
⛳️ Strategy 1: Define the brand identity
- Conduct a survey among African immigrants in the UK to understand their expectations and preferences
- Evaluate competitors to identify what sets Forna apart
- Develop a unique value proposition that highlights Forna's accessibility and multi-currency options
- Create a new logo that reflects the cultural diversity and mission of Forna
- Update brand colours that resonate with the target audience and signify trust and reliability
- Design a consistent typography style that enhances readability across all platforms
- Craft a brand story that emotionally connects with users by highlighting Forna's commitment to accessibility
- Ensure all brand messaging clearly communicates the ease of use and reach of Forna's services
- Develop brand guidelines to maintain consistency across all marketing materials
- Test the new brand identity with a small segment before full-scale rollout
⛳️ Strategy 2: Enhance digital presence
- Redesign the website with user-friendly navigation and clear CTAs for sending money
- Integrate a currency calculator feature on the website for easy conversions
- Optimise the website for mobile devices to cater to users who prefer mobile transactions
- Develop engaging content that educates customers about international payment processes
- Implement SEO strategies to improve Forna’s visibility on search engines
- Leverage social media platforms to engage with the community and share success stories
- Set up a blog featuring articles on financial advice and updates relevant to the audience
- Introduce a chatbot on the website to assist users with queries and improve customer service
- Analyse website and social media traffic to tailor strategies for better engagement
- Launch an email campaign to inform existing customers about the rebrand and new features
⛳️ Strategy 3: Foster community engagement
- Organise virtual webinars to introduce the new Forna brand and educate users about its services
- Partner with community leaders to increase trust and awareness within African communities
- Create referral programmes to encourage existing users to recommend Forna to others
- Spearhead a social media campaign featuring testimonials from users who have benefited from Forna
- Collaborate with influencers who have a strong presence in the target market
- Attend community events and fairs to promote brand awareness and offer demonstrations
- Establish a customer feedback loop to regularly gather insights and improve services
- Host contests and giveaways to increase engagement and brand loyalty
- Offer exclusive deals or discounts during the rebranding phase to attract new customers
- Develop partnerships with businesses that share a similar mission to broaden service reach
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
