Mascom Wireless recently unveiled its refreshed brand identity, ushering in another defining chapter in a story that has always begun with Batswana. The refresh reflects Mascom’s evolution alongside Botswana over the past 28 years and its commitment to keep anticipating how customers, businesses and communities will connect, work, transact and access opportunity.
The new look and feel introduces a new visual identity, including a refreshed logo, brand expression and positioning, anchored by the new brand tagline, “Always You.”
At the heart of this evolution is “Always You”, a simple expression of Mascom’s enduring commitment to the people it serves. While technology evolves, one thing remains constant: the customer. Mascom listens because of you, innovates because of you and connects with care because of you.
While the most visible change will be how Mascom looks and presents itself, the development is about far more than a new visual identity. It signals Mascom’s transition from a telecommunications company into a technology company.
This evolution will see Mascom build on the strength of its network to deliver a broader ecosystem of technology-enabled solutions for individuals, enterprises and communities. Beyond providing connectivity, Mascom aims to help customers use technology more meaningfully through digital platforms, smarter business solutions, financial and lifestyle services, and partnerships that accelerate innovation. In doing so, Mascom is positioning itself not only as the network that connects Botswana, but as a technology partner that helps unlock growth, efficiency and new possibilities across the economy.
At the heart of this evolution is “Always You”, a simple expression of Mascom’s enduring commitment to the people it serves. While technology evolves, one thing remains constant: the customer. Mascom listens because of you, innovates because of you and connects with care because of you.
“Connection has never been simply about technology. It is about what technology enables: opening a business to new markets, giving a young person access to opportunity, helping a customer access a service, and enabling an organisation to operate differently,” said CEO Dzene Makhwade-Seboni. “Mascom intends to be at the centre of that evolution. As we look to what comes next, our commitment remains clear: it has always been about you, and it will always be about you. Always You.”
The refreshed brand will be introduced progressively across Mascom’s customer and corporate touchpoints, including its digital platforms, retail environment, advertising, signage and other branded assets.
The refresh is also accompanied by enhancements designed to simplify and improve the customer experience. These include the revamped Mascom Online portal, with an enhanced and simplified user experience, as well as improvements to the experience within Mascom shops, including the introduction of ticketing systems and high-value engagement spaces within selected retail environments.
While customers will see a new Mascom, the principles underpinning its relationship with Botswana remain firmly in place.
“Our identity may be refreshed, but our responsibility remains-Always You,” said Makhwade-Seboni.
