A brand building process
Building a brand identity that is real, attractive, unique and easily
Whether talking about private or business relations, the first encounter is the “make or break” moment. 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.
IFU is an independent, self-governing fund associated with the Ministry for Development Cooperation. 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.
As a starting point for the strategic work, Pia Betton and business partner Flemming Andersen conducted eighteen interviews with IFU employees including people from the management team and members of the board. The objective was to identify the brand’s (the business’) core values.
A brand developing process for a self-governing fund.
The next step in the process was to analyse the situation in and around IFU. The values of an organisation 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.
After presenting the results of the process framework identity facilitated two workshops with the management team and the employees where the new brand was refined. Our last contribution to the process was to develop a design briefing for a competition, where Denmark’s two best design agencies were invited to present their idea on how to visualise the new brand.
Innovation and education in Roskilde
For months now we have worked on an innovation process with with Roskilde, a Danish municipality, together with our partners Per Løkken and Build Identity. The aim of this process is to develop a strategy that guides Roskilde in the direction of becoming Europe’s leading, educational city in the year 2030.
As an important part of the process, we wanted “the silent voice” (the users) that are often overruled or ignored by “the known voice” (the professionals) to be heard. In this case, we defined the “silent voice” as being students from Roskilde’s different educational institutions. In many cases, the future work force and citizens of Roskilde. The userdriven innovation process is divided into three stages:
Stage one, Involvement
We invite the students (the users) to become co-developers and share thoughts, wishes and dreams and contribute ideas on the project.
Stage two, Idea- and concept development
The material we are left with form the basis for stage two where the people that normally work with strategy development in the municipality (“the known voice”) take part in transforming all the thoughts and inputs into concrete ideas and concepts. Again, students are invited into this process
Stage three, realisation
Development and realization of innovative concepts for the municipality.
The grand opening
Last Tuesday (November 24) was the highlight of stage one. A one day innovation work shop were we had invited seventy students from various schools and universities to participate in six different work shops. Furthermore employees from the municipality (the educational institutions, politicians etc.) were working together in a seventh workshop. The workshops were designed as an experience for many senses where the participants through play and creativity explored future lifestyles within 6 areas of everyday life and education.
For you Danish speaking readers you can follow this link to watch a small video. A feature by a regional tv station that stopped by on the innovation day.
Fight the crunch!
We hear about the recession all the time. The strategies for dealing with it are very different, but when visiting different organisations, both private and public, there are similarities. Important changes are postponed, every new venture is analysed carefully and maybe even put on hold, staff costs cut and hiring stopped. All of which are potentially dangerous precautions for any organisation.
By changing the perspective, the crunch actually creates new opportunities for organisations who are willing to fight the norm.
One of them has already been proved by a small organisation, I admire; Middelfart Sparekasse (a Danish bank). Because or despite of the recession, just a few weeks ago they were awarded the title “The best workplace in Denmark”, by the Great Place to Work® Institute. For me, that is a great example of how putting people first will always be a winning strategy. Make sure you build up confidence and trust, both towards your employees, clients and other stakeholders. If you let them down, they will let you down.
In short, for many organisations the crunch can be a great wake-up call that allows you to focus your organisation on what REALLY makes a difference. Trust, clarity, reliability and true value.
More about the nomination in Berlingske Nyhedsmagasin (Danish)