Mascom has repositioned its brand around customer experience, Botswana identity and digital inclusion, unveiling a refreshed corporate identity anchored on the promise “Always You” as the telecommunications operator seeks to remain relevant in an evolving digital economy.
The brand refresh introduces a new visual identity and tagline, supported by three pillars – community, vibrancy and transparency – which the company says will shape how it engages customers and delivers its products and services.
Speaking at a media briefing, Chief Corporate Affairs Officer Boipelo Matenge said the changes reflected the company’s commitment to putting customers at the centre of its business while responding to changing expectations in the telecommunications industry.
She said that although Mascom’s business, technology and brand continued to evolve, its customers remained central to its purpose.
“Wherever you see yellow, you know that’s where Mascom is. We’re young, alive, energetic, bold, confident. Those are the words that are to come into mind when you see the Mascom logo, when you see the Mascom brand, when you walk into a Mascom shop,” she said.
“Behind every connection is a person with a need, an ambition or a relationship that matters to them. For one person, connectivity means being able to speak to a loved one who lives far away. For another, it means running a business, accessing information, pursuing an education or exploring opportunities that may not otherwise have been within reach,” Matenge said.
Mascom Brand and Communications Manager Shadi Mmaleage Linchwe said the refreshed identity was built around the company’s Botswana roots and its relationship with the communities it serves.
“Our roots here and our understanding of our customers comes from being part of the communities we serve. We’re community first and community led. We’re simply a flag of Botswana. We’re proud, Botswana and committed to its people,” she said.
Linchwe said the community pillar reflected Mascom’s identity as a locally rooted brand whose understanding of customers was informed by its connection to the communities in which it operates.
The second pillar, vibrancy, is represented by the company’s distinctive yellow branding, which Linchwe said was intended to communicate energy, confidence and boldness.
“Wherever you see yellow, you know that’s where Mascom is. We’re young, alive, energetic, bold, confident. Those are the words that are to come into mind when you see the Mascom logo, when you see the Mascom brand, when you walk into a Mascom shop,” she said.
She said the refreshed identity brought a more contemporary expression to the business, with the company seeking to reflect those qualities not only through its visual appearance but also through customer interactions.
“Our vibrancy goes beyond our visual identity. It’s reflected in how we communicate, the experiences we create, and the confidence in which we engage with our customers. Our yellow makes us recognizable. Our energy, confidence, and warmth bring the brand to life,” Linchwe said.
The third pillar, transparency, focuses on open communication, straightforward pricing and clear information about the company’s products and services.
Linchwe said Mascom wanted customers to understand exactly what they were paying for, without having to navigate complicated marketing language.
“We don’t hide behind fancy marketing words. We’re clear, direct, and that’s what you see is what you get,” she said.
She added that transparency was fundamental to building customer trust, which depended on consistent action rather than brand messaging alone.
“Our work has just started for it did not end with the unveiling of a refreshed identity. The responsibility now is to ensure that the promise behind that identity is reflected in how we serve our customers,” Matenge said.
The three pillars complement the “Always You” tagline, which Matenge said expressed the company’s intention to ensure that customers remained central to its decisions and innovation.
She said the brand refresh went beyond a new corporate appearance, adding that its success would ultimately depend on whether customers experienced the promised changes in the company’s service delivery.
“Our work has just started for it did not end with the unveiling of a refreshed identity. The responsibility now is to ensure that the promise behind that identity is reflected in how we serve our customers,” Matenge said. The company said several initiatives would support this commitment, including Nthuse, a platform recently launched on its social media channels to create additional opportunities for customer engagement and support.
Mascom also highlighted its Mascom Cloud Solution, which is intended to support businesses seeking to embrace digital transformation, and MyZaka FlexiSure, a funeral cover solution designed to provide accessible and flexible financial protection. Matenge said these initiatives demonstrated that the refresh was about how Mascom continued to evolve, innovate and deliver value rather than simply how it looked.
