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Sb SME BRANDING
SME Branding Service Brochure
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Sb SME BRANDING
SME Branding Service Brochure
corporate branding01 nation branding02 personality branding03 SME branding04
Alder Service Overview 5 1
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BRAND DEVELOPMENT
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INTERNATIONAL BRAND PROMOTION
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e-BRAND MARKETING
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Ebs EXPORT BRANDING SERVICES
BRAND VALUATION
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Br BRAND RATING
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Ims INVESTOR MARKETING SERVICES
GOVERNMENT, POLICY & POLITICAL SERVICES
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eB e-BRAND MARKETING
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RESEARCH SERVICES
EXPORT BRANDING SERVICES
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BRAND CERTIFICATION
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NATION BRANDING
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PERSONALITY BRANDING
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BRAND DEVELOPMENT
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INTERNATIONAL BRAND PROMOTION
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eB e-BRAND MARKETING
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GOVERNMENT POLICY & POLITICAL SERVICES
IDEA DEVELOPMENT & OPPORTUNITY MAPPING
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Rs RESEARCH SERVICES
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BRAND DEVELOPMENT
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SME BRANDING
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
CELEBRITY BRAND VALUATION
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ENTERPRISE 500 PUBLISHING
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CREATRIX INVENTORY
RESEARCH SERVICES
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GOVERNANCE 500
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BRAND DEVELOPMENT
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
CORPORATE BRANDING
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Ab ALDERBASE
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Ci CREATRIX INVENTORY
INTERNATIONAL BRAND PROMOTION
Alder Consulting is an ideas and branding corporation focused on business and nation development. We have an established presence in Africa & the United Kingdom as well as strategic partnerships in other key markets. Alder SME Branding Service | 1
Mission Our mission is three-fold:
Clients We help our clients expand horizons, realise visions and improve bottom lines.
Society We believe in the worth of the human. We dedicate our resources to alleviating the lot of the poor, taking care of the socially disadvantaged and maximising human potential.
Nation We progress nation development through our ideas, policy contributions and intellectual assets. Alder SME Branding Service | 3
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BRAND DEVELOPMENT
MEDIUM ENTERPRISE SOLUTIONS
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IDEA DEVELOPMENT & OPPORTUNITY MAPPING
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Alder SME Branding Service | 5
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We provide solutions for two kinds of SMEs
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ENTERPRISE 500
SMALL & GROWING BUSINESS SOLUTIONS
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Ab
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ALDERBASE
CREATRIX INVENTORY
Alder SME Branding Service | 6
In a nutshell... We develop brand and marketing strategy.
We design visual identities: Logos, trademarks, corporate function materials etc.
We develop and execute marketing communication campaigns.
We innovate ideas and develop new products.
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For small & growing businesses, we provide knowledge products for self or group consultancy as well as entrepreneurial development and networking platforms.
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enterprise
ENTERPRISE 500
Enterprise 500
Benefits of Enterprise 500
Enterprise 500 is an SME development programme & networking platform. The
Members receive the following:
programme aims to develop 500 entrepreneurs & enterprises every year. 1. Practical training & knowledge: Interactive seminars over 4 days By bridging the gap between entrepreneurial talent and critical business
2. Business development tools: Toolkits, templates, books & Cds
development skills, Enterprise 500 creates structured, sustainable businesses with
3. A valuable network:
long term potential. It is hoped that these businesses will become credible brands
* Access to the Enterprise 500 database (Members to be added each year)
and function as national brand ambassadors.
* Access to networking events * Peer-to-peer learning and exposure to best practices
Members of the Enterprise 500 receive practical knowledge, join business networks,
4. Online resources: Access to knowledge materials on the Enterprise 500 website
get access to online resources and receive brand promotion opportunities. They
5. Business & brand promotion: Dedicated listings on the Enterprise 500 Business
receive a business development toolkit, the Combo comprising materials on
Directory
Business Design, Operations & Management; Branding & Communication; HR; Idea
6. Entrepreneurial profile: Access to an online self-assessment tool that profiles
Development and Personal Development.
entrepreneurial competencies, creativity and risk-taking capability For more information on this programme, please visit www.enterprise500.com
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Ab ALDERBASE
ALDER BASE Alder Business Advisory Service for Entrepreneurs
Alder Business Advisory Service for Entrepreneurs (AlderBASE)
Subscribers sign up to an exclusive online portal and through that portal, may ask one business question per week. Subscribers will not only receive answers to their
The Alder Business Advisory Service for Entrepreneurs (AlderBASE) is an online
questions, but will also learn and benefit from the responses to questions posed by
business advisory service for Small & Medium Enterprises (SMEs). It provides
other subscribers on the network.
advice on key business issues on a weekly basis from a dedicated team of experts. It is a product of Alder Consulting, under its Enterprise 500 franchise.
Benefits of AlderBASE
AlderBASE was borne out of a desire to provide business insight, strategic advice
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Direct, cost-effective access to multi-disciplinary expertise and knowledge
and mentoring to CEOs of SMEs; advice that the businesses would otherwise be
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Access to the knowledge bank from across the network
unable to afford or access. For more information on this programme, please visit www.alderbase.com The advisory team comprises experts from the following areas:
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Strategy
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Research
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Marketing Communication & Design
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Media
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Web & Multimedia
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Etc.
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CREATRIX INVENTORY
CREATRI The Creatrix Inventory is an entrepreneurship self-assessment tool, licensed from Creatrix Inventory Inc, USA. It can be used by individuals, entrepreneurs and companies. It assesses the entrepreneurial capacity of a business owner or the staff of a company by measuring creative abilities and attitudes towards risk. In doing so, a profile of the aggregate entrepreneurial capacity of a unit or organisation can be developed.
Business opportunities are like buses, there's always another one coming.
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Richard Branson, founder of Virgin Enterprises
Case Studies
Garment Care GarmentCare
Brand Development Idea Development & Opportunity Mapping
BY APPOINTMENT MEMBER OF THE GUILD OF CLEANERS AND LAUNDERERS
GARMENT CARE Dry Cleaning by Professionals
Norfolk Partners Brand Development Idea Development & Opportunity Mapping
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GarmentCare
Garment Care
BY APPOINTMENT MEMBER OF THE GUILD OF CL EANERS AND LAU NDERERS
GARMENT CARE Dry Cleaning by Professionals
Brand Development: Brand & Marketing Strategy | Visual Identity Design
need to advertise for the next 4 years, drastically reducing its marketing
| Marketing Communication | Acculturation
budget. Elements of the first advertisement series are still being used, years
Garment Care was created in response to the following challenge: Nigerians
after, due to the enormous appeal it had within the market.
took their expensive garments for dry-cleaning abroad; for fear that their
Acculturation workshops were held with the staff, all of whom had never
clothes would be damaged by existing outfits operating in the country. The
worked in a dry-cleaning outfit. They were attuned to the fact that Garment
promoters desired to brand and market a high-end dry cleaning company that
Care was 'beyond dry-cleaning'. These, alongside strategic consultations,
would allay people's fears and provide a local alternative to international dry
ensured that the organisation achieved world class status.
cleaners. In developing a brand for Garment Care, it was important for the brand identity
Idea Development & Opportunity Mapping
to portray international standards and class. Therefore, Alder created a
Garment Care returned to Alder desiring a programme to increase profitability,
personality and graphic standard that was caring & warm yet high profile. We
while managing optimal levels of patronage. Alder developed a strategy that
then developed a communication campaign with a prevailing objective:
would increase profitability while reducing non-cost-effective product lines.
Position Garment Care as a status symbol. For the campaign, the use of
The firm presently maintains an ongoing relationship with Alder Consulting and
abstract imagery was employed to convey a high class concept. Humour was
is seeking to enhance its organisational, HR and process systems.
also employed - The British technical adviser was said to have been born inside a tumble dryer! Adverts and seasonal communication materials (such as calendars) were developed. The adverts had a profound and lasting impact on the market. The effect was such that after the first set of advertisements, Garment Care did not
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Letterhead
Business Card
Envelope
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Print Adverts
GarmentCare
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Billboard
About Garment Care Garment Care is Nigeria's premier drycleaning firm, and the only 5star UK Guild of Cleaners qualified firm in the country.
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Norfolk Partners
Idea Development & Opportunity Mapping
Letterhead
Business Card
Norfolk Partners approached Alder Consulting with a desire for distinct branding services. Being a new organisation in the Nigerian legal sector, the firm required a brand identity and materials to communicate the unique propositions of the firm. The brand materials were also designed to appeal to the international community as the firm was seeking international affiliations at the time. Norfolk's key area of differentiation was its operating model. It provided the standard offerings of other firms as well as business advisory and networking services; creating connections with markets and people. To kick-start the programme, the firm was required to complete the BizKit速 (Alder's proprietary business toolkit for SMEs). Based on the outputs submitted, an idea session was held to define the firm's brand fundamentals and objectives.
Envelope
Marketing Communication Norfolk's operational model was highlighted in its brand communication - a nurturing approach focused on service delivery, client growth and networks. Having defined the brand fundamentals, the logo and other materials were designed including letterheads, envelopes, business cards and a corporate profile.
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ID Card
Corporate Profile
About Norfolk Partners Norfolk Partners is commercial law firm
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Credentials & References
Alder Consulting has a rich history of innovation in the branding industry. We introduced branding as a discipline in Nigeria as well as the consulting model for branding. We also released the firstever research based brand report in Nigeria: The Alder Brand Report. We understand the political, socio-cultural & economic issues that impact on corporate & state brands in Africa and have produced papers in these areas. We are USA Today’s exclusive partner in Nigeria for the sale of marketing communication in USA Today and USA Today.com. Our professional memberships include: ESOMAR World Research (Netherlands) American Institute of Graphic Design (USA) Association of Advertising Agencies of Nigeria (AAAN) Nigerian Institute of Public Relations (NIPR) Advertising Practitioners Council of Nigeria (APCON) Nigerian Institute of Management
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Alder Corporate Social Responsibility We are a socially responsible organisation.
Our Corporate Social Responsibility initiatives are in the following areas: Support for 9 Orphanages / Hospices “Timeless...� Annual Charity Photo Exhibition Soup Kitchen for the homeless and the poor Support for Faith Based Organisations focused on social reformation and youths Scholarships and Benevolent Intervention
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Client List Sampling We have had the privilege of consulting for the following:
Corporate Non-Profit
State & Policy
First Bank of Nigeria Guaranty Trust Bank
Nigerian Economic Summit Group
Federal Ministry of Information & Communication
Ecobank
(NESG)
Federal Ministry of Solid Minerals Development
Access Bank
Junior Achievement of Nigeria
Federal Ministry of Education
Conoco Philips
Convention on Business Integrity
Federal Ministry of Foreign Affairs
SAP
Federal Ministry of Agriculture & Water
Suburban West Africa
Resources
Akintola Williams Deloitte
Nigerian Export Promotion Council (NEPC)
Trustfund Pensions
Nigerian Communications Commission (NCC)
Honeywell Group
British High Commission
Crusader Insurance
British Council
SME
Akintola Williams Delloite
Garment Care
Brazilian Embassy
Kakawa Discount House
VIC Lawrence & Associates
Italian Embassy
Computer Warehouse Group
Norfolk Partners
Lagos State Public Private Partnership (PPP)
Afrinvest West Africa
Greater Port Harcourt Development Authority
UBI Energy Resourcery Ascot Africa Notore Chemical Industries Olaniwun Ajayi LP Alder Corporate Branding Service | 28
Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.
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Jack Welch, businessman and author; former Chairman and CEO, GE
ALDER CONSULTING U.K. 33 St. James's Square London SW1Y 4JS, England T. +44 (020) 3008 6027 F. +44 (020) 3008 8555 Nigeria 1 Ajose Adeogun Street (by Ligali Ayorinde Street) Victoria Island, Lagos, Nigeria +234 (01) 270-5408-9 alder@alder-consulting.com www.alder-consulting.com