SSCG Brand Identity and Position

Our Brand Identity and Positioning Driving Towards Professional Excellence

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Contents Introduction What we do Our Corporate Mission and Shared Purpose 2020 Vision, Strategy and Ambition Our Corporate Identity Our Brand Values Our People Our Culture Distinctive Capabilities

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Introduction CEO’s Message As we implement Vision 2020 and aligned strategies, we are building on our history and our reputation to create a better future to become a distinctive top tier professional services firm, with the best brand in our profession. Our vision will ensure a sense of purpose, identity and shared value. Make SSCG a world class top tier global firm of choice.

SSCG brand identity has been re-developed to support the firm meet its vision and ambition in delivering innovative and transformational solutions. Driving Growth through Innovation serve as both our purpose to identify new solutions for clients and also act as our tagline, become central to our brand. Our aim is to create a single brand architecture that defines who we are, our services, best practices and delivery approach.

Our simplified brand name, logo and tagline demonstrate clearly, boldly and self-confidently who we are, and reflect the traits we need to have the best brand in our profession.

Shortening our brand name provide consistency and ease of use, present that our firm is much more than a professional service firm but a leading company full of intellect, ethics and insights, our greatest competitive advantage.

Defining our marketing excellence means designing the brand proposition and marketing plan; and delivering the plan in the marketplace. We’ll focus on the steps required to create a differentiated brand positioning and translate that into a complete brand plan in all our communications.

Our identity will be the cornerstone of our success in today’s increasingly competitive marketplace, ensure we stay competitive in area of our core competences from peers and unlock new value.

Doing so, our branding provide a clear definition of who we are, a brand and the bundle of benefits that will drive our brand choice.

Our brand will help to differentiate us from both a visual and services offering perspective. Effectively differentiating our brand to maximize performance and drive growth. Also, guides the tone of all our communication, including the written and spoken word, and provides our people with the ability to authentically express our personality when supporting our clients.

At SSCG, we measure our success against a broad range of metrics focused on delivering real results, with highly engaged people providing high quality, globally consistent services. We continually strive to raise our expectations of ourselves, to equal the high standards we set for our clients, our people and our communities.

I am very excited about SSCG achievement, and the important role our brand identity will play.

Eugene Nizeyimana Chief Executive Officer

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What We Do? As professional service firm, we help our clients solve complex business challenges and market adversity, enhance their ability to drive value, competitive growth, risk containment and improve performance.

We provide a broad range of services and solutions that are focused on improving value for clients and enabling the pursuit and fulfilment of ambitions.

Our insights, quality service provision and delivery approaches help us to build trust and confidence in the markets and in economies we operate in.

Advisory

Consulting

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Our Corporate Mission and Shared Purpose

Our mission is to help our clients make distinctive transformation, deliver sustainable and achieve superior competitive growth in their strategic plans and operational performance in order to build great businesses that deliver value and innovative solutions in the market.

Our shared vision and purpose aim to ensure we deliver sustained performance, value driven solutions that exceed our client’s needs and expectations. This also ensure that we have shared purpose and understanding of what we do, single minded vision, brand of choice, strive for success, deliver to our ambition and follow our passion.

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Driving Growth through Innovation

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2020 Vision, Strategy and Ambition

By 2020 we aim to be: • • • • • • •

A distinctive top tier professional services firm.

A world-class brand and reputation in the market place.

The most favoured by clients.

Leading and increase our market share in our chosen services.

Delivering competitive growth and earnings.

The best favoured employer and attracting world-class talent.

And have strengthen positive relationships with our stakeholders.

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Title Sub Title

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Our Corporate Identity

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Corporate Identity Our corporate identity are the key branding elements that define us and what we do.

Our corporate identity elements include:

• • • • •

The logo Colour pairings The fonts and typefaces Photography and images Tone of voice

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The Logo Our logo stand for our values and our identity.

Our brand has revolved around our ambition to lead, stay innovative, fresh and relevant in the market place.

Our short name provides the opportunity to make our visual identity clear, consistent, confident, contemporary and memorable.

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Competitive Benchmarking

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Colour Pairing

FOR CLIENT PRESENTATION USE ONLY – NOT FOR USE AND OR GENERAL PUBLIC DISTRIBUTION

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Colour Pairing

FOR CLIENT PRESENTATION USE ONLY – NOT FOR USE AND OR GENERAL PUBLIC DISTRIBUTION

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Colour Pairing Palette SSCG colour palette uses colour-pairing to differentiate our visual identity.

BLUE R0 G57 B153

WARM 1 R0 G51 B204

WARM 2 R0 G0 B255

WARM 3 R51 G102 B255

WARM 4 R0 G153 B255

BLACK R8 G8 B8

COOL 1 R95 G95 B95

COOL 2 R128 G128 B128

COOL 3 R192 G192 B192

COOL 4 R216 G221 B224

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Colour Pairing

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Fonts and Typefaces

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Photography and Images We use themed images to communicate one clear message and state that message in words. The photos we use reinforce our message, values, attributes, vision and purpose.

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Tone of Voice SSCG tone of voice define how the character of our business comes through in written and spoken words.

Our tone of voice is our branding and is as important as our logo and typeface we choose.

The choice of words we use in our engagement, communications and marketing collateral literally define how people perceive our business.

Our tone of voice ensure we are: • Helpful and supportive • Clear and direct • Human • Innovative and creative • World leading • Engaging • Transparent and honest • Authoritative in our field • Have a point of view • Assertive and confident • Provide new perspective and insights • Reverent • Positive and can do attitude

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Our Brand Values

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Our key branding elements and values define us and what we do as a world class professional service firm.

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Our Values What does this mean to our people, clients and stakeholders?

SSCG values define who we are. They are the fundamental beliefs of firm and are the basis for our communication and reputation. As a values-driven firm, our values reflect our thinking and have been updated to reflect and fit in the current time. They inform both our long-term strategy and the way we serve our clients .

Client Centricity Sustainable and Lasting Experience

They guide our actions and behaviour. They influence the way we work with each other , the way we serve our clients and engage with our communities.

Our values create a sense of shared identity within SSCG. They define what we stand for and how we do things. They ensure we work together in the most effective and fulfilling way. They bring us closer as an firm.

Achieving Excellence

Act with Integrity

Focus on Quality

Our brand attributes are the foundation of our services and the way we interact with our clients and each other helping our to contribute effectively to the growth of SSCG and our professionals.

The combination of these attributes helps our people bring their best self to work and to inspire their colleagues and clients to do the same. It also means that SSCG people are strongly and uniquely positioned to meet the challenges of today and the future.

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Values

Professionalism

Innovation

Building Trust

Competitive Growth

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Our Values What do they mean to our people, clients and stakeholders?

Client Centricity • Put our clients at the heart of our service and what we do.

• Adopting a customer-centric mindset.

• Right philosophy that is truly customer-centric.

• Be focused on the right priority customers.

• Listening and capturing the Voice of Customer (VOC).

• Put client interests ahead of the firm’s to preserve confidences.

• Value creation to improve our clients’ sustained performance.

• Ensure our clients value us most for our ability to deliver value.

Achieving Excellence • Deliver excellent and great service.

• Passion in what we do to solve clients challenges.

• Cutting edge methodologies and best in class practices.

• Relentless focus on exceptional client service.

• High performance beyond expectations .

• Effectiveness and efficient resource management.

• Excellent customer relationship .

• Constructively manage tough situations with courage.

Act with Integrity • Our integrity is the frontier of our reputation.

• Fundamental of how we operate.

• Uphold and observe highest professional and ethical standards.

• Lead by example at all levels and act with consistency.

• Respect and exemplifies our expectations of each other.

• Openness and honest in our communication.

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Our Values What do they mean to our people, clients and stakeholders?

Innovation • We put innovation at the heart of everything we do.

• Generating new ideas and solutions, deploy innovative systems, state of the art business management systems and technologies to ensure we deliver new solutions in the market place.

• We are forward thinking and curious, bringing insights on business trends and changing regulations.

• We bring innovations in management practice to clients.

Competitive Growth • Relentless focus on winning in the market.

• Become a top tier and global professional service firm.

• Take bold decisions to accelerate enduring growth.

• Expand our global reach and scale.

• Compete in an increasingly complex environment.

• Getting it right create growth opportunities.

• We move beyond common beliefs about customers which create a powerful source of profitable growth.

Building Trust • Trust is the basis for everything we say and do.

• We build enduring relationships based on trust.

• The insights and quality services we deliver help us build trust.

• The ability to build genuine and trust-based relationships help us to win repeat businesses.

• Our ambition is to inspire trust in the marketplace.

• Challenging assumptions and pursuing facts to strengthen our reputation as trusted and objective business advisers.

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Our Values What do they mean to our people, clients and stakeholders?

Professionalism • Adhere to the highest professional standards.

• Deploy best in class practices and top tier approaches.

• Bring technical capabilities and business acumen which create value for clients.

• Courage to bring our professionals’ knowledge and experience to challenge client’s thinking and assumptions positively.

• Confidence to recommend the right and provide sound advice and solutions, rigorously maintain our independence.

• Focus on adding value to our clients and performance.

• Collaborative working and build strengthen relationships.

• Unlock optimum potential of in each other.

• Friendly people who are intelligent and respectful of others.

Focus on Quality • Clear understanding of client’s requirements and aspirations.

• Quality service provision and delivery.

• Uncompromising on the quality of service.

• Passionate about the quality of our work.

• Focus on quality is the principle and foundation of our audit.

Sustainable and Lasting Experience • Create memorable and lasting experience.

• Generate repeat businesses.

• Committed to create a better communities and businesses.

• Act as responsible corporate citizens.

• Demonstrate strong commitment to sustainable, responsible business practices.

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Our People

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In a professional business, people are the brand and valuable asset.

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Our People Globalisation and underlying demographic trends mean that competition to employ outstanding people is evolving rapidly.

To achieve our success, we are adapting to this by building internationally experienced leadership, professional network and equipping our people with the skills and capabilities to lead in the diverse 21st-century workforce.

Solving the hardest problems requires the best people. We aim to create opportunities to drawn the best talent to work on the hardest problems. We build our firm around that belief.

That in perspective, We: • Uphold our people as our biggest asset.

• Put people at the heart of what do.

• Harness collaborative working.

• Always aim at empower our people to develop further.

• Ensure to form the highest performing teams, delivering exceptional client service, worldwide.

• Strive to have the right people to generate and leverage superior insight.

• Sustain a caring meritocracy.

• Develop one another through apprenticeship and mentoring.

• Uphold the obligation to dissent.

• Aim to be non-hierarchical and inclusive.

• Create an unrivalled environment for exceptional people.

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Title Sub Title Text

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Our Culture

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Our Culture Our culture define our personality and how we behave.

We respect people for who they are and for their knowledge, skills and experience as individuals and team members.

We are creating a working culture of people with different backgrounds, cultures, and multidimensional thinking styles.

We aspire to have a leading people culture that attracts and retains outstanding people and helps us thrive leads to better service for our clients.

We aim to nurture and preserve a borderless collegiality culture to strengthen our competitive advantage. we are ambitious is in our search to find ways to better serve our customers. Thus we are create a competitive.

We go to extraordinary lengths to support our people to become better.

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Distinctive Capabilities

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Distinctive Capabilities Our consistent visual identity in all our media ensures that our brand is always perceived in the same way.

Our capabilities are the combination of the brand, our people, best practices and technical skills that increase the competitiveness of our firm.

Our people are our brand identity and ambassadors in the market place. We all need to ensure we communicate a shared mind-set and coherent brand identity.

Brand capability building will remain our high strategic priority to ensure that our distinctive brand strength nurture competitive advantage and help us to outpace our peers faster.

Our brand precisely is what differentiates us from competitors.

Our capabilities have made it possible for us to achieve success for our customers time and time again and strengthen our brand.

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Advisory | Consulting | Operation About SSCG SSCG is global management consulting and professional firm. We provide engineering and management advisory across business services, automotive, industrial manufacturing and emerging markets sectors.

We provide informed perspective on the issues faced by our clients. The insights and quality solutions delivered to support our clients to build trust and confidence in the markets and in economies. We combines our multidisciplinary approach with deep, practical industry knowledge to support our clients meet market dynamic challenges and respond to opportunities.

info@sscg-group.com www.sscg-group.com

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