Insight
Designing a Good Business, Building a Good Brand
Times are changing, and the original model of success in the past no longer seems to be a gold-medal guarantee. Looking around, it seems that there are opportunities everywhere, but everyone is not grasping them. "How to make money" is a question that everyone is thinking about every day, but good performance can not only rely on thought, but design!
In this branding salon seminar, we not only invited Martin Kessler, founder of Process, Jules Li, former General Manager of Taiwan Branch, and Steve Lin, Head of Greater China Region of Fangliu Management Consultant, to explain how to build/rebuild brand identity to make enterprises differentiate themselves in the market, increase product value, and find the most suitable methods and tools to systematically solve problems by establishing a successful business model, with their rich experience in the industry and successful cases at home and abroad. From the perspective of branding and business model, the seminar will explain how to build/rebuild brand identity to create differentiation in the market and increase product value, as well as how to establish a successful business model, find the most suitable methods and tools to systematically solve problems, and accurately communicate the brand's value proposition to the target audience to ensure the brand's sustainable operation.
Before the seminar, we invited Steve and Jules to briefly explain the connection and importance of corporate strategy, business model and branding in the 21st century.
Doing business is like fighting a war, you need to have a clear strategy, and branding is part of that strategy!
Breaking away from traditional myths and survival techniques for modern enterprises
Jules: Whether you're a start-up or an existing business, sometimes clients come to us to do branding work, but when we try to understand the company's business model and core values, we find that the client doesn't have a clear idea of what they are doing. Doing business is like fighting a war, you need to have a clear strategy, and branding is part of that strategy. Branding is part of the strategy. As a brand builder, we don't just need to draw a logo and visual design, but we also don't need to do all the work at one stop and try to create something out of nothing. In addition to the core value of the enterprise itself, the business model is an important axis of the enterprise's operation, so that we can find out its differences in the market, design a brand image that meets the enterprise, and then create market advantages, so that the brand becomes an important weapon in the business strategy, and a good strategy, which will also enable the brand to develop smoothly.
Steve: Our clients often say, "Don't tell me a lot of theories, just tell me what I can do to make money". This is because traditionally, when the general environment is good and the people's economic ability is good, as long as we look at who did what to make money, we can directly imitate its model and make money with it, and then when the boom is over, we can go after the next one; however, in today's fast-changing and uncertain environment, many bosses have gradually realized that this concept of playing with the band and running away, seeking only the art but not the way, is no longer a tried and tested solution. However, when bosses want to do this, they have to be more careful about what they are doing. However, when bosses want to make some changes, they find that they don't have the right approach to bring about changes in the whole organization, or their employees are not willing to make changes.
According to Alexander Osterwalder, author of The Profitable Generation, a business model is "a description of the means and methods by which an organization creates, transmits and captures value. Therefore, from the perspective of an entrepreneur, it is necessary to start thinking deeply and at the same time continuously develop strategic and organizational capabilities. Business model and branding are in fact closely related to the overall strategy, and enterprises need to take the strategy as the core, put it into action through the business model, and then use the branding to show and communicate with the consumers.
The business model and branding are closely linked to the overall strategy.
Business is no longer just a brainstorm of the boss, but a business model with innovative tools, skills and ideas that can be utilized flexibly by the whole team in the face of uncertainties and variables.
Branding and doing business with a design mindset
Steve: Traditionally, we think of "design" as a noun, but in fact, "design" is a verb that refers to a systematic, structured process of identifying the core of a problem and transforming abstract ideas and knowledge into a physical operation, like a house that has been designed and built. We provide various tools and Double Loop methodology, and then utilize the Iteration process in design to create ideas that can stand up to testing, and can be quickly and clearly discharged as to whether we must have, should have, or nice to have. and can quickly and clearly prioritize whether they must have, should have, or nice to have. In this way, doing business no longer relies on the boss's brain, but rather has innovative tools, skills and thinking, and when faced with a variety of uncertainties and variables, the entire team can flexibly respond to find out what really needs to be changed, and be able to take practical action.
Photo credit: Double Loop from the book Designing a Good Business.
Jules: The same applies to branding. Using a designer's way of thinking can help us quickly grasp the needs of our clients, which is especially useful for traditional companies facing transformation, because from experience, traditional clients often only want to see results, but in fact, the entire branding process requires the participation of the owner and the internal team in cooperation with the branding company. Through visual diagrams, we can make it easier for clients to understand, and when we design and manage the brand, we will also use the design guidelines to ensure that both parties are in line with their business model and core values. Therefore, I hope that through this salon, we can have a clearer picture:
1. Branding requires a methodology and process
2. The process of constructing a design is a co-creation, which requires the participation of the enterprise, the decision-making unit and the key person together with the brand company.
3. After the brand is established, it needs to be constantly maintained and managed, and re-examined every 5-10 years.
Steve.
We also hope that through our sharing, we will be able to inform you:
1. To find the future vision of a company, its strategy, thinking and even tools should be up-to-date and innovative.
2. A common strategic language should be established within the organization from top to bottom so that every employee can understand the goals and share the work.
Doing business is like practicing kung fu, business model and brand building are external skills, business strategy is a solid foundation of internal skills, and in order to achieve a good business, both internal and external skills should not be neglected.
About Martin Kessler
Founder and Managing Partner of Process Group, Switzerland, formerly Brand Director of Swissair, and juror of iF and international design awards, the Process Group has received over 120 design awards, including the iF Design Award and the Red Dot Design Award in Germany.
About Lin Zhiyao
Steve is the Regional Director of Business Models Inc. in Greater China. Steve has over 20 years of experience in consulting, corporate diagnosis, strategic planning, corporate transformation, organizational design, and talent cultivation and development. Steve specializes in combining innovative business models, successful cases, and tools from different industries and fields around the world, and designing appropriate practices according to the stage of the client, helping enterprises and new ventures to find new momentum for business growth, and shortening the path of transformation and growth.
