One of the most difficult questions to answer is 'how do you define a brand?' Marketing specialists have many definitions but, put simply, a brand is a name, sign or symbol (or all three) used to identify a company or the products and services of a company. The aim: to differentiate a company from its competitors and create an association or emotional connection between a company and its customers.
This is pertinent when considering how Praxima Africa Payroll Systems has grown and evolved since it inception in 1995. The company needed to refresh its brand in order to realign the business with the evolving market place. In addition, the company had taken on a black economic empowerment (BEE) equity partner and this also contributed to the requirement to uplift its existing brand.
Praxima initially specialised in executive remuneration packages yet saw the potential and benefits of moving into the general payroll market. The outsourced service incorporates the same integrity of information, skills and values that were applied to executive remuneration packages, delivering a better, more sophisticated payroll service to the local market.
Brand Advisor to Praxima, Stella Helwick thus embarked on a strategy to encapsulate the essence of Praxima in what we all know as 'the five I's' - inspired, intensive, incomparable, industrious and investment - all reasons why Praxima should be part of your businesses future.
Helwick says: "The emphasis on the 'I's' highlights Praxima's commitment to the integrity of highly sensitive information that has been entrusted to them. It also hones in on the key areas that should be considered when outsourcing the payroll/HR function of a company."
The refreshed brand is less complicated and reflects the principles that are applied to its core product offering, a rules-based payroll service.
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