MyRepublic Refreshes Brand Identity: ‘People Who Get People’

April 29, 2021
MyRepublic

In conjunction with its refreshed visual identity, MyRepublic announces enhancements to its SIM card activation service; reinforcing its commitment to be a brand for the people by focusing on the things that matter

Singapore, 29 April 2021 – MyRepublic today unveiled a refreshed brand identity, as the home-grown telecommunication services provider celebrates its ninth anniversary this year. Driven by customer-centricity, the refreshed brand identity focuses on attributes which customers expect from telecommunications service providers today. In addition, in line with its commitment to be a customer-first brand, MyRepublic has announced the rollout of its self-serve SIM card activation service for new mobile customers beginning in May.

With its new brand identity, MyRepublic is differentiating itself from other internet and telecommunications service providers by embracing a modern, personable tone and personality that is intelligent but also down to earth. The new visual identity sees a refresh of MyRepublic’s brand assets, with elements such as the core purple colour being optimised for a screen-first approach, in line with changing digital consumption habits, which will be gradually rolled out across all of MyRepublic’s brand assets and sub brands. The bold simplicity of the identity cuts through a cluttered category and sets up the brand for expansion of its business footprint.

Greater flexibility for a seamless, secure experience

The new self-serve SIM card activation service offers customers greater flexibility and a more seamless sign-up process with enhanced security. Starting in May 2021, new mobile customers who receive their SIM cards via mail will be able to track their package in real time via MyRepublic’s delivery partner throughout the process.

To activate their SIM cards, customers can go through a user-friendly electronic Know Your Customer (eKYC) process on the MyRepublic app or use their MyInfo Singpass integration on the MyAccount online portal. Customers who may need help with the self-serve activation process can also visit MyRepublic’s physical stores. SIM cards that have not been activated within a week will expire to avoid mishandling. Details of the new self-serve SIM card activation service and eKYC process can be found in Appendix A.

“As we continue to grow as a company, and as our world becomes increasingly digital-first, it is important for us to retain that human touch and simple, approachable relevance to our customers,” said Lawrence Chan, Managing Director, MyRepublic Singapore. “Our mobile service enhancement and brand refresh are part of a larger, ongoing commitment to place our customers’ evolving needs and preferences at the heart of our brand and business. We are who we are today because of our customers, and our ability to bring meaningful value to them will be critical for our continued success.”

A brand by ‘People who get People’

The refreshed brand identity comes off the back of a study of 750 customers conducted by MyRepublic and branding agency Superunion, to evaluate current brand perception as well as key customer consideration factors and features. Findings from the customer survey guided the overall brand discovery process and informed MyRepublic’s brand positioning as ‘People who get people’.

“Through this exercise, we wanted to iterate our commitment to delivering quality services that are reliable and customer-centric. It was a great experience working with Superunion to create a strategic platform and visual identity for the brand that we could meaningfully own,” said Enning Yow, Head of Creative Studio and Insights at MyRepublic. “We hope that this new identity captures the MyRepublic spirit – smart and more than a little geeky, but always approachable and friendly.”

Danley Stone, Executive Client Director at Superunion said, “At the heart of this branding effort was extensive research, especially amongst the MyRepublic community. We focused on why MyRepublic shares a special bond with its users. And it simply came down to their unique culture; these are smart, fast-moving, genuine people who truly care about their people. The new identity embraces that sentiment and sets up MyRepublic as a breath of fresh air within the category.”

MyRepublic’s updated brand identity has been showcased through an integrated campaign which launched in March 2021, appearing across MRT stations and digital channels. Following the launch campaign, an internal brand study conducted by MyRepublic found that 97% of subscribers preferred the new brand identity over the previous look, with 95% indicating that the new branding reflected a sense of simplicity and customer-centricity. 93% of the respondents also found that MyRepublic’s new look sets MyRepublic apart from other service providers. A total of 1,758 MyRepublic subscribers were surveyed.

MyRepublic’s additional brand elements and touch points will continue to evolve and roll out in the coming months. The refreshed brand assets can be found in Appendix B.

Appendix A: MyRepublic’s new eKYC process for SIM card activations

Existing Process	New Process
Customers sign up and complete payment for new mobile lines online, and subsequently receive email confirmation on successful submissions, approvals, and account creations.
Customers receive an SMS notification from MyRepublic’s delivery partner upon pick-up of the order and are able to track the parcel in real time through the delivery partner.	Customers are able to track their parcel in real time as soon as order is prepared. Customers will also receive an SMS reminder notification from MyRepublic’s delivery partner on their selected date of delivery.
At the point of delivery, customers need to provide their NRIC in person for verification by the delivery agent as part of standard Know Your Customer (KYC) protocols in order to receive the parcel. Customers may choose to appoint a proxy recipient but will need to submit a pre-authorisation form before the scheduled delivery date via email.	Customers can receive their SIM cards like any other parcel – proxies will be able to receive SIMs on behalf of customers without any additional documentation.
Upon confirmation of successful delivery on MyRepublic’s systems by the delivery agent, the customer’s SIM card will be automatically activated.	Customers can choose to activate via any of the following methods: Activation through eKYC on MyRepublic app Customers will be required to take and upload a photo of themselves as well as their NRIC identification card to activate their SIM card on the app. Activation via MyInfo Singpass integration on MyAccount online portal Customers can login to their MyRepublic account at account.myrepublic.com.sg to activate their SIM card via the MyInfo Singpass integration directly, without having to submit any additional information or documents. Activation at MyRepublic’s physical stores Customers who may need help with the self-serve SIM card activation process can visit MyRepublic’s physical stores. SIM cards that have not been activated within a week will expire to avoid mishandling.