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.
Get the picture?
Recently we did a innovation workshop for a developer of extensions for the global motor car industry. The task for the employees was to come up with new, innovative business ideas. We trained them in different visual tools to discover, develop and share business ideas and throughout the day 4 new business ideas were born.
Among others they were asked to do a cartoon that illustrates their client interaction and communication today and in the future.
When we ask people to draw someone will always say, that they can´t draw, that they are not visual persons. But after we assure them, that you don’t have to be a expert to visualize something, that it is about making very simple drawings and get the message through, they almost always end up with very insightful pictures. It is a very powerful tool and a lot of fun!
