A brand building process
For companies it is crucial that they have a clear brand identity. Like a human voice or personality that authentically connects with their stakeholders. A brand identity that is real, attractive, unique and easily understood and communicated.
For the past three months framework identity has worked with Danish organisation IFU on a brand building process. IFU stands for The Danish Industrialisation Fund for Developing Countries. Together with Danish companies, they invest in commercial projects in developing countries. IFU were looking to become more visible and well-known in Denmark. The main focus of this a process was to develop a strong and unique brand as a basis for IFU to reach their goals.
A brand development process begins with identifying the brand’s (the business’) core values. As a starting point for the strategic work, Pia Betton (framework identity) and business partner Flemming Andersen conducted eighteen interviews with IFU employees including people from the management team and members of the board.
Another very important part step was to analyse the situation in and around IFU. An organisations values are evident in every aspect of the organisations’ business routine even if not communicated directly to the public. Might this be client relations, direct marketing or treatment of its employees and strategic partners.
The results of the observations and interviews led to key conclusions concerning IFU’s future image and communication.
Two main findings that make IFU stand out:
1. IFU is the only Danish development organisation with a commercial focus. Other big players are financed by the state and do not necessarily yield a profit. Otherwise IFU’s “competitors” are banks or investment funds/private equity funds with a purely commercial focus.
2. With offices in China, South Africa, India and Kenya plus a big international network of local advisors IFU offers expert knowledge on the financial and commercial situation in many countries around the globe. This makes IFU the perfect investor or partner for many Danish companies.
After presenting the results of the process so far framework identity facilitated two workshops with the management team and the employees where we refined the new brand. As the next step in the process, IFU will invite two of Denmark’s best design offices to join a competition to visualise the new brand. Framework identity is responsible for developing the design briefing and takes on the consultant role during the implementation process in the first half of 2010.
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