Interview
Intrinsic: Going global and becoming a leading brand of Human Resource Management System through brand optimization project.
Since its founding in 1996, Intrinsic has kept pace with the world by investing in the development of JAVA technology. Today, Intrinsic is one of the leading development tool platforms in China, and through its continuous technological advancement, its customers span a wide range of industries, and it is also one of the leading brands of human resource management systems in China. In order to enable the company to develop more diversified and take a big step towards the international market, Intrinsic has cooperated with Process Pro in 2019 and successfully launched the brand optimization project of Intrinsic.
Going global requires a brand image that conveys the essence of the enterprise.
Mr. Li, General Manager of Intrinsic, said that during the 20 years of Intrinsic's development, we have emphasized more on technology than on marketing, but now we understand that technology and marketing are equally important, and that from 2020 to 2025, we aim to enter the Southeast Asian market with all our strengths, and Intrinsic will act as the backbone of our customers' information, and move forward to become an international brand that can be seen all over the world. In order to set up the enterprise to go international, Intrinsic decided to embark on the brand image optimization project two years ago, hiring external lecturers to gather internal consensus, and investing a lot of time and manpower. The strong ambition and motivation also enabled Intrinsic to obtain the subsidy from the Industrial Development Bureau of the Ministry of Economic Affairs under the "Brand Taiwan" project, which allowed the renovation project to be vigorously pushed forward.
"For more than 20 years, Intrinsic has always wanted to build a brand, and in the evaluation committee, it was stated that it would do it even if it didn't get the subsidy, and that building a brand has long been embedded in the DNA of Intrinsic's enterprises," said Mr. Rong Li, General Manager of the Taiwan branch of Process Pro Brand, recalling that he was deeply impressed by Mr. Li's determination in the evaluation meeting of "Brand Taiwan". Mr. Lee said, "Brand Taiwan" has been promoting Taiwan enterprises to build their brands for several years, and now the program has matured, the judges are very professional, and the guidance and suggestions given to the enterprises are very valuable, and no matter whether or not they can get the subsidy, they are all full of rewards.
Putting aside prejudices and breaking down frameworks within enterprises to gradually build internal consensus
Intrinsic's Chief Knowledge Officer, Mr. Hsiao-Lun Chiu, said that each employee's impression of Intrinsic's past and vision for the future is based on his or her own experience in running the business as well as feedback from the customers they have contacted, and that it is very difficult to forge a consensus because of the great differences in each other's ideas.
Ding Wenyu, Intec's chief operating officer, pointed out that at first, he and Pro had gone through a lot of friction just in the professional language of communication, and struggled for a long time to change the familiar trademark, but he kept telling himself to let go of his preconceptions, and listened to the suggestions of the internal designers and Pro, which led to today's results.
Mr. Lee, the General Manager of Intrinsic, said thatIn addition to the logo, the whole process of co-creating is full of meaning.The in-house designer is a key player in the brand optimization project. By involving more employees, the company culture is better recognized, and the company is able to proclaim to everyone, "The company is different! At this stage, Mr. Lee also spends a lot of time communicating the company's implementation of the rebranding project to various sectors, and also personally interviews employees to ensure that the company conveys the meaning of "diversity" of the new logo both internally and externally. Mr. Lee added that in the past, technology companies used to use blue as their corporate identity because of the sense of distance to show their professionalism and sophistication, but now they want to be a platform that embraces a wide range of people, and the rolling sphere in the dynamic logo represents breaking down barriers and bringing them closer to everyone to show the brand's personality of pursuing diversity and flexibility.
Co-creation with Puro to develop a new brand image
Mr. Lee, the General Manager of Intrinsic, said thatPro's role as a branding expert is to listen to the voice and insight needs of our customers and to reinterpret technology companies in a relevant way.In addition, under the guidance of Pro, we explored the internal managers' and colleagues' awareness of Interroll's image. In addition, under the guidance of Pro, we have explored the image of Interroll with our internal directors and colleagues; after many discussions, we have let our colleagues put their passion and imagination into building the foundation of Interroll's branding strategy, and planning the future of the company together.
Mr. Lee added that the rebranding program has been gradually launched in the past two years, and through the cooperation with Pro, we have been able to successfully focus on it, which has also enabled the next transformation project to proceed smoothly. In addition to professionalism, we especially appreciate Pro's positive service attitude, which is trustworthy.
Knowledgeable Zhao observed that Pro's third-party view of Intranet allowed us to understand how customers feel about Intranet; and the tools used to visualize abstract discussions allowed us to discuss the Intranet that we all expect in a more intuitive way. Mr. Ting also agreed that Pro's patience in establishing the connection and letting both parties understand each other's language made the whole team feel more confident about the program!
Corporate identity changes the external image of the company, and the internal brain of the company also changes qualitatively.
General Manager Li pointed out that with the change of corporate identity, the company's mindset has also changed qualitatively; encouraging employees to do their best, and the development of the system is more unrestricted, I believe that the future of Intrinsic will be different.
Mr. Zhao believes that after the brand optimization, colleagues will identify more with Intertek and be more courageous to think about the future development of the product; regular customers are also happy to see Intertek transformed, and I believe that there will be a wider range of targets for cooperation in the future.
Mr. Ding also revealed that when he handed out his new business card, he was told, "Wow, you're a very young company! Your company seems to be very young and up-to-date with the latest trends," he said. They said, "Are you a start-up company? He said, "I never thought that the visual impact of a business card could have such an impact.
Responding to the Epidemic, Intertek Expands Product Offerings to Welcome Market Recovery
At the time of the interview, the world was facing the new Crown Pneumonia epidemic, and President Lee said that for those customers and partners who were hardest hit, Intertek would not charge any fees for three months to help them tide over the difficult times together. At the same time, Intertek has strengthened the development of cloud-based systems that are not affected by the epidemic, and has been actively expanding its product offerings, such as the "Enterprise Work Package Series", which includes the "Labor Incident Package" and the "Work at Home Package", to prepare for the trend of flexible work and to continue to fulfill Intertek's three core values of "Value Creation", "Shared Prosperity", and "Approachability".