Situation
Our client's existing brand mission was no longer relevant to the current property landscape. Its brand vision—to be a leading property group in Indonesia that delivers commercially viable and socially beneficial products and services, by continuous improvement of management, innovation and services that provides value for customers, employees, shareholders and society—also became a generic statement. The very impressive strategic intent of the founders was not translated well in the brand personality of the company. The corporate brand itself was relatively unknown compared to its own property brand.

Approach
Our consultants and analyst reviewed the true strategic intent of the founders, which was actually very impressive. From our study, we formulated the new brand vision and mission for the company. The vision to be achieved by 2010 is to be the “crown jewel” amongst property developers in Indonesia that continuously delivers optimal economic value to customers, employees, and shareholders, as well as preserving the natural environment and being socially responsible as actualized through its property brands. We also refined the brand mission of the company into 5 main themes: support entrepreneurship, promote Jakarta as a tourist destination, facilitate balanced life, nurture family values, and guide people transformation. Based on the brand vision and mission, we developed the corporate brand charter for our client. We also provided assistance for the new logo development with the help from Brand Credence Indonesia and for the marketing communications with the help from Mileage Communications Indonesia.

Result
The awareness to our client's corporate brand increase significantly. The new brand image is progressively being built based on our Brand Charter.

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