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In conversation with Dr. Freeman Osonuga, CEO of Pilla.
Client
Sector
CEO
Alder’s work
When Dr. Freeman Osonuga and his team first approached Alder Consulting, Pilla was an idea. The objective of the team was to improve access to finance in the real estate industry by developing and providing solutions for homebuyers, developers and other players in the real estate ecosystem.
The challenge was creating a brand that would bring that vision to life.
Pilla partnered with Alder Consulting at its conception stage to develop the brand strategy, visual identity, and communication strategy. In this conversation, Dr. Freeman Osonuga reflects on what the process was like and how the work continues to shape the company’s direction.
Why Alder Consulting?
Alder Consulting: What led you to engage Alder Consulting?
Dr Freeman: When we reached out to Alder Consulting, we had ideas that we wanted to translate into something tangible. We wanted to give life to the ideas we had developed, and to do that, you need to create a brand.
We felt that Alder Consulting would guide us in the right direction.
Getting the brand right was our focus. Your products and services can evolve over time but getting the brand and the strategy behind it is important.
A Clarifying Strategy Session
Alder Consulting: The engagement began with a strategy session. How would you describe the strategy session?
Dr Freeman: It was an intensive full-day engagement, a deep dive into all the ideas that we had.
The strategy session gave us clarity. It helped us understand what was relevant, what was not relevant and where our focus needed to be.
“
CEO, Pilla
Creating the Brand
Alder Consulting: What was the full scope of the work undertaken?
Dr Freeman: At the end of the engagement, we had a brand strategy document, a visual identity manual and a communication strategy.
The brand strategy document was very important. It is the pinnacle of everything because it put everything that was created together, fine-tuned it, and put it in very simple straightforward terms without ambiguities.
We are still using the documents today and we are going to use in the next phase of our work. Our business model is changing but our brand is built on that bedrock.
In setting up the business, we worked with different teams and we shared the brand strategy document with these teams. They were able to understand and translate it easily.
Alder Consulting: Tell us about the visual identity.
Dr Freeman: It is clear that our logo has a meaning that came from within us. It expresses who we are as an organisation. The visual identity is not just a combination of graphics or something cool. It was intentionally created for us and is very meaningful to us.
It was as though the Alder team put together the genes of the business and translated them into a visual identity.
We own the visual identity, and we know every part of it.
“
CEO, Pilla
Alder Consulting: Looking back, is there anything that stands out to you?
Dr Freeman Osonuga: An important part of the process was that the brand was not created for us.
The Alder team did not create a brand and hand it over to us. We created the brand together. We understood every aspect of the brand and could implement it without constantly seeking clarification from the Alder team.
Seeing Brands Differently
Alder Consulting: Were there any insights or ideas that change the way you view your business?
Dr Freeman: During the strategy session we looked at a number of benchmark brands. For me, it was a mini masterclass on brands. One of the biggest takeaways was understanding that your brand is an asset. You have to protect it, invest in it, and make sure it is communicated intentionally.
Another key thing that stood out to me was the FAD Analysis™1 conducted by the Alder team.
Before working with Alder Consulting, I was not familiar with the concept. Afterwards, I realised and understood that it explains why people engage with certain companies and not others.
With the FAD Analysis, the Alder team gave us a template for anticipating risks and setting up systems to mitigate against the risks identified.
Looking Ahead
Alder Consulting: How did the engagement influence the way you think about Pilla’s future?
Dr Freeman Osonuga: We were able to translate our vision into short-term and long-term goals.
We gained clarity on the type of risks our business could be exposed to and how to position ourselves for the future.
For the next phase of our business, we are going to be using the same guiding principles.
“
CEO, Pilla
FAD Analysis™ is a proprietary tool of Alder Consulting that statistically analyses the potency of brand eroders and their potential impact on an organisation.
Thank you for taking the first step. Every strong brand begins with a conversation, and we’re glad yours begins with us. Expect to hear from us shortly.