Just as people and our company evolve, so does our brand identity. After months of progressive transformation, our planning and preparations culminated on 1 February 2018, as Frasers Centrepoint Limited became known as Frasers Property Limited. As a business unit operating under our international Group, we embrace our new identity as Frasers Property Singapore.
Our new name reflects our multinational business that spans over 80 cities worldwide. We remain unified in our commitment to deliver enriching and valuable experiences to our customers. We are guided by a legacy of strong leadership, committed to growth, and the belief that experience matters in every step of the way forward.
Here’s a look back at the major milestones of our transformative journey.
Launch of our unifying idea and intent to be one Frasers Property
October 2017 marked the beginning of our brand journey when our Group CEO, Panote Sirivadhanabhakdi shared the rationale behind the new brand direction while introducing our unifying idea, ‘Experience matters’.
He shared that the intent of the rebranding was to unify all staff with a shared, authentic identity. One that would position us as a multi-national company spanning over 80 cities across the globe, united despite its diverse business that cuts across multiple asset classes. The brand kick-off emphasised that our strong legacy and industry experience will remain important even as we remain committed to delivering value through enriching experiences for our customers.
Group CEO, Panote Sirivadhanabhakdi kicked off the rebranding exercise in Singapore and spoke with many staff about this rebranding initiative.
With a firm focus on our future, four new values were introduced to reflect what is most important at Frasers. The values - Collaborative, Respectful, Progressive and Real, embody the way in which we will approach our business as we embark on our journey as one Frasers Property Singapore.
Spreading the word & walking the talk
Experience matters, and these four values are an evolution of our existing work and spirit.
Through a series of brand roadshows and video broadcasts, Frasers Property Singapore CEO Christopher Tang and the Division Heads each shared the significance of our new unifying idea and refreshed values during the months of October and November 2017.
The key take-away being that while our expertise and industry experience matters; no less important is the experience that our customers receive when engaging with our business. It was made clear that we will need to work hard towards putting the customer at the heart of our business.
Staff better understood from those sessions how their daily work and behaviour would be influenced by these positive changes. It was also an opportunity for doubts to be clarified. One of the most common questions asked, was the impact that the new values may have on an individual’s performance appraisal.
Certain divisions took this message to heart and intensified the review of their customer journeys; attempting to introduce greater conveniences and value added services that would benefit customers and stakeholders alike. This included investing in technology to create common platforms for tenants and shoppers as well as customer audits to better understand the gaps in our service delivery.
In the series of sprints, the retail division defined customer personas, explored the potential of QR code payments and discussed further insights, which resulted in the announcement of the Go-Digital initiative in December 2018.
Bringing the brand to life
The new brand guidelines for Frasers Property were introduced in December 2017 to representatives of the various divisions and their appointed creative agencies.
Work begun in earnest during this period as the various assets identified locations where the new brand mark could be showcased. A brand launch campaign was also planned at the group level with Singapore properties supporting the effort with provision of prominent media spaces.
Staff moments were also documented by a professional photographer while at work, as part of the creation of our inaugural brand magazine – Moments.
2018: The beginning of change
29 January 2018, saw the conclusion of our AGM, affirming the way forward for us as Frasers Property. Various teams went into high gear as a sea of red advertisements and new logos made their way into our assets.
This also signaled the launch of our new corporate website www.FrasersProperty.com/sg , which merged our Singapore BU and two REIT sites with the corporate mothership. It also saw the dissolving of the Frasers Centrepoint Malls and Frasers Centrepoint Homes sites as we evolved to be one Frasers Property.
And on 1 February 2018 – we officially said “Hello to Frasers Property” through a series of advertisements in our mainstream newspapers and on various digital platforms including social media.
The rewarding journey of change has just begun and we look forward to the many milestones ahead as we forge ahead as one Frasers Property.