Sifax Group positions for strategic business growth, global competitiveness

Determined to become a strong brand that can be easily recognised in the global shipping business, Sifax Group, a multinational corporation with diverse interests in maritime, aviation, haulage & logistics, oil & gas and hospitality, has launched a new brand identity that would reposition the company for next strategic business growth.

Sifax Group, which has offices in Ghana, South Africa, Morocco, United States, United Kingdom, Djibouti and Liberia among others, said the new brand identity that was unveiled to the media in Lagos last week, will enable the Group deliver superior services and experience to its customers across its subsidiaries.

Speaking at the media launch in Lagos, Taiwo Afolabi, group executive vice chairman, said the new identity would enable the Group to achieve a very strong corporate brand and position the brand to globally compete favourably in the market place.

Represented by Markus Brinkmann, managing director, Sifax Shipping Company Limited, Afolabi, said: “The consensus about our performance and impact on the Nigerian business environment is that we have done very well. With interests across various sectors, Sifax Group has carved a unique niche for itself, and we need a new identity that signifies our global business ambitions, which is to tap into the recognised diverse emerging opportunities globally.”

In his remarks, Phil Ofulue, Group’s executive director, described the rebranding as an end-product of business re-engineering for the Group, which was designed to reposition its business practises, processes and procedures for the ultimate satisfaction of its customers. While providing insights into the new corporate logo, Olumuyiwa Akande, manager, corporate affairs of Sifax, stated that Sifax’s choice of bold fonts, orange and grey colours, convey the message of a brand that is bold, solid, strong, friendly and determined to exceed customer’s expectations.

He said: “Both the corporate and sub-brands logos have been carefully designed to signify our ambitions and future business plans. The orange colour signifies warmth and friendliness while the grey colour communicates calmness- a brand that is not under pressure. We have implicit belief in our competence, ability and commitment to deliver on our brand promise.” Explaining further: “The colour scheme of our subsidiaries brand logos also communicates their individual brand promise as well.

These include trust, authority, professionalism, dependability, determination and organisation, among others. It’s also worthy of mentioning that at the heart of our rebranding strategy is the drive to satisfy our customers.”