By Millicent Senava Mannah
In a major move that reinforces its leadership in Sierra Leone’s telecommunications sector, Orange Sierra Leone officially launched its new brand logo and identity under the slogan, “Orange is Here,” on Monday, September 30, 2024. This fresh identity, also translated into the local Krio as “Orange dae ya,” highlights the company’s unwavering commitment to being a reliable and ever-present partner to its customers. The unveiling event took place at Orange SL’s headquarters on Hill Station, drawing key stakeholders from across the country.
Philip Emeh, Orange SL’s Head of Communications, Brand, and Sponsorship, shed light on the importance of this rebranding effort. He emphasized the power of perception in shaping a company’s image and building trust with its customers. “Our brand signature and how we are perceived as a company are fundamental to our success,” Philip Emeh stated. “When customers see us as caring, responsible and bold, it strengthens our mission. These qualities are essential to meeting our goals and fulfilling our role as the top telecommunications provider in Sierra Leone.”
Adding to this, Alpha Bundu, the Customer Experience Director, expressed optimism about the company’s future and its ability to overcome challenges. He noted that the telecom giant is at a pivotal moment, where turning obstacles into opportunities is crucial for continued success. “We must embrace change if we want to continue progressing,” Alpha Bundu remarked adding: “Being caring means standing by our customers, especially in difficult times. Today’s event reaffirms our commitment to addressing the challenges they face and we are investing in cutting-edge technology to ensure we remain Sierra Leone’s number one telecom provider.”
The high point of the event came when Orange Sierra Leone’s Chief Executive Officer, Sekou Amadou Bah, took the stage to formally introduce the company’s new brand tagline and signature: “Orange is here.”
“Dear valued customers, Orange is here!” the CEO proclaimed. “This new tagline embodies our three core values: care, responsibility and boldness. We are committed to offering the best to our customers, keeping our promises and driving innovation to open new opportunities.”
Sekou Amadou Bah assured the audience that Orange SL is dedicated to maintaining the highest standards of quality and reliability, with its teams working diligently to meet customer expectations. “Our promise to you remains unshaken,” he added, “as we continue to be transparent and nurture the confidence you have in us. ‘Orange is here’ is more than a tagline, it’s a commitment. ‘Orange dey ya!'”
The CEO also acknowledged recent challenges faced by the company, but reassured customers and stakeholders that Orange SL remains steadfast in its mission to provide excellent service. “Despite the uncertainties, we are here to stay,” he affirmed. “Our new brand signature reflects our dedication to delivering more than just telecom services. We are committed to innovation that improves the lives of our customers and ‘Orange is Here’ represents our unwavering dedication to keeping our promises.”
As the event drew to a close, Sekou Amadou Bah emphasized that Orange Sierra Leone’s future lies in constant improvement and collaboration. He stated that the new logo and brand identity are not merely cosmetic changes but reflect the company’s broader vision of growing alongside the needs of the nation and offering cutting-edge solutions for its customers.
With the launch of its new brand identity, Orange Sierra Leone is set to further cement its position as the country’s leading telecommunications provider. The company is poised to push the boundaries of innovation, ensuring that it continues to serve as a customer based, forward-thinking entity dedicated to the people of Sierra Leone.
