Creating Brands that Work

ACAL Consulting Design Services arms its clients with the tools they need to drive competitive advantages. We provide corporate rebranding, marketing strategy, competitive analysis, brand positioning, training, design and conduct research with one goal in mind: To increase market share for our clients. We are experts in the science of persuasion, and have proven it with brands and companies across Kenya. Our strategists uncover the fears, aspirations and belief systems of your target audiences and then we infuse those understandings into the DNA of your brand position so your brand creates real preference.


We don’t simply create a static image like other brand companies. We create actionable strategies that move the target audience to covet you and create lasting preference. Our brand company delves deeper into all the emotional interactions with your brand.

Smart companies see change as the avenue to increase market share. They have come to us to guide them through it and take advantage of those changes. Our strategists come from some of the finest branding companies, advertising agencies, marketing companies and consulting firms from across the globe. We have come together at ACAL to turn the world of branding upside down and engage in work that utilizes brand anthropology to guide the changes needed if you are to become more important to those that you need to influence. Because we look at your brand organically, digging deep to analyze your strategy from the perspective of the target audience we are different from any other brand company. Our work begins and ends with your target audience.

Our strategic work is persuasive. Most of the time other brand companies take their cues from you. They pursue positions that have the most meaning to the client. That is why so much brand work turns into chatter that ends up preaching to the choir, simply talking to current customers, not the customers they can attract from the competition. The most important target audience is the customer of the competitive brands.

We develop strategic positions that have significant meaning to the target audience you need to influence, recommending strategies so you own that position in the market. With ACAL, you are armed with specific and actionable tactics and strategies, as well as a strategic position you can implement immediately to increasing your market share.

Increase Your Market Share


We have a passion for big ideas, little details, and a better approach to creating world class brand solutions.

We take the familiar and re-evaluate it, we breath new life into things that other people might otherwise overlook. We look for design solutions that are memorable, timeless, and communicate with high-speed efficiency. Maximum heart; minimal fluff. Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

What makes us good is our ability to take their complicated marketing challenges and turn them into compelling conversations that people listen and respond to. How we do it is just a matter of asking the right questions and knowing your business inside out – something we’re really good at. Once armed with all the knowledge and insights we need about your business we Plan. Create. Deliver, to achieve the desired engagement and maximise ROI.



The rebranding process for a product, service or company is not something that should be entered into lightly. Still, because markets are more competitive today, rebranding is a strategy that the most aggressive brands need to consider. If your rebranding process is going to be successful, there are a few ground rules you must follow.

You must create some separation between your emotional attachments to your brand and market realities. Often you will have an emotional investment in some brand values that are simply not important to the prospect. The whole idea of a rebranding process is to fix problems not reinforce old and worn out ideas. We often find that when you strip away all the clutter of messaging and values that companies claim as their own, the essence that is left has little meaning beyond the generic benefits of your category.

When you dispassionately look at your brand, is it underperforming? Are those reasons for underperformance linked to your brand’s meaning in the category or because your product or service is a bit out of date and has lost some relevance in the market? Even the mot rigorous rebranding process cannot fix a defective product offering.

The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is now irrelevant. Fix the hardware first. Then we can fix the software.

To critically evaluate your brand’s performance, you need to assess the performance in a dispassionate way. Is the problem your brand or your marketing? Brand should be a powerful marketing tool but it is often confused with the tactical application of current marketing.

Marketing had its own department, a department that is responsible for the tactical application of product messaging. Brand is the foundation that the marketing message should be built upon. It has within its bricks and mortar the permission from the prospect and customer to be important. It is why the prospect should believe your marketing message. It is why they can count on your message for importance and place.

Once the strategy is established all visual and verbal customer touchpoints must be aligned with the new brand. As with all things visual, there are many signals between the lines that communicate to your potential customer. Color palette, typography, graphic and photographic style all contribute to the personality. However, without a core concept to drive the way, the parts can only amount to mere decoration.

Brand Identity



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All rights reserved.