The refreshed Emiral expands its horizons

Emiral Resources is an international group of companies engaged in exploration, mineral extraction, consulting and engineering services for the mining and oil and gas industries around the world. The company is headquartered in Dubai (UAE), with offices and representative offices in Moscow (Russia), Khartoum (Sudan), Nouakchott (Mauritania) and Accra (Ghana).

The company approached the agency to codify the value of the Emiral Resources brand and give it a semantic, verbal and visual embodiment.

The Brandson team needed to conduct a brand audit and develop a corporate brand platform, verbal and visual attributes, a website, and a communication strategy for promotion in the international mining market and specifically in African countries, including PR and SMM strategies.

The agency’s specialists conducted in-depth research into the international and African mining markets, analysing B2B interaction trends, key competitors in the company’s current countries of operation, and the target audiences, which include government representatives, potential investors, leaders and representatives of local African communities, as well as potential and current employees of Emiral Resources.

In addition, to ensure high-quality development of not only the brand platform but also the brand promotion strategy, we conducted in-depth interviews not only with the team’s ideologists but also with experts in the international mining market and researchers of the everyday life of local African communities, which helped define the specifics of the socio-cultural context and the importance of the various values the company conveys.

At the same time, a strategy session held with the brand’s ideologists revealed the company’s key characteristics, which became points of growth and the foundation for the Emiral Resources brand platform.

The study of the competitive landscape revealed low differentiation of positioning in the segment, driven by the specifics of classic B2B communications. Moreover, market players’ claims were not always backed by concrete RTBs – for example, in the area of CSR – which somewhat discredits the brands’ value propositions. Thus, the main growth point for the Emiral Resources brand was the development of a consistent brand. The agency team needed to highlight not only such advantages as speed of development, careful selection of deposits and precise calculation of all risks, but also the company’s numerous ongoing social initiatives in support of local communities.

Following the research phase, the company was defined as:

- Action-driven. A company that always delivers on its plans and keeps its word. Emiral takes responsibility for all the commitments it makes to all stakeholders: from banks and suppliers to governments and local communities. Unlike the so-called banksters, who create false expectations among investors that later fail to materialise and make money on share prices rather than on projects actually built, Emiral goes the whole way and not only builds its own value but also brings value to the countries in which it operates. - Agile. Unlike rigid bureaucratic structures, Emiral is a company that achieves results with outstanding speed thanks to fast decision-making, a flexible organisational culture, the ability to adapt to a changing business environment, and exceptional expertise in mineral exploration and extraction. - Humane. A company that is invested in successful exploration and puts its hands and heart into the work. This approach fosters direct dialogue with local communities and ensures a first-class experience on the ground and a rapid pace of project delivery. - Expert. A highly experienced company that hires the most seasoned geologists, engineers and managers to achieve the best operational results. Thanks to its unique team, Emiral achieves outstanding results: 2,000 metres of drilling per day and successful operations during the rainy season. - Respectful. A company that shows genuine respect for diverse organisations and cultures. - Open. A transparent company that publicly discloses all information affecting the well-being of its stakeholders. An honest business that follows all the formal rules, requirements and norms of international and local organisations.

Thus, the company’s positioning was defined as “a company that works fast and delivers on its promises, drawing on outstanding exploration expertise, intelligent risk management in African countries and genuine engagement with local communities”.

Emiral Resources’ mission is to create value for its shareholders by acquiring and developing new assets and strengthening the trust of the investment community.

The company’s values are honesty, care for safety and health, financial transparency, commitment to CSR standards and environmental responsibility.

A communication strategy for promoting the brand in the international market was also developed as a logical continuation of the brand platform. The main goal of the communication strategy was to build trust in the refreshed brand. At this stage, communication objectives were defined, the overarching communication idea was developed, along with a matrix of key messages for the various target audiences, and strategic and tactical recommendations were given on the choice of communication formats and channels, including a brand communication plan for a 6-month period, the preparation of a media database, the development of a media kit and recommendations for a business-oriented brand presence on social media.

Speed and agility are Emiral’s key competencies, allowing the company to grow at a remarkable pace by finding the most effective path to success – flying where others walk.

On the other hand, Emiral is a trusted and reliable partner with solid knowledge and experience, one that takes well-calculated risks and keeps its promises. The visual concept embodies a dynamic balance between stability and energy, confidence and flexibility, deep immersion and the effortless overcoming of obstacles. This unity of opposites is manifested both in the Emiral mark and in the plasticity of the brand elements, which combine straight and flowing lines.

The logo is a visual metaphor for the energy of a tool in a skilled hand and the speed of a bird discernible in the shape of the mark, combined with a solid business foundation and well-thought-out processes. It also expresses the idea of “carving out value” from the interaction between a deft tool and a solid base – the rock.