CML全懋精機董事長陳衍甫：做品牌，愈早愈好！ - Process普羅品牌顧問

Interview

Mr. Chen Yanfu, Chairman of CML: The sooner you make a brand, the better!

The Branding Workshop guided the gathering of ideas from different departments to find a consensus.

CML specializes in the manufacturing and sales of hydraulic products. Founded in 1981, CML has unique technology in the footwear equipment and injection molding machine industry and other special products, and cut into the smart energy-saving injection molding machine market in 2008-2009, and was one of the few manufacturers in the world that had the ability to manufacture internal gear pumps at that time, plus acting as an agent for the world's number one brand of Eckerle, Germany, and launching energy-saving systems through the matching of the German products. We also represent Eckerle from Germany, the world's No. 1 brand, and have launched an energy-saving system by matching German products with each other.

A key to international markets

Mr. Chen Yanfu, Chairman of CML Precision Machinery Co.said that since taking over as chairman of Chinachem in 2016, he has rethought the company's future direction and found that the company is overly reliant on the Taiwan and China markets (which together account for nearly 90% of the total), and that from the perspective of balanced development, joining the international market is necessary for the company's long-term development.

"Is this logo suitable for the international market? Do we need a more internationalized image to enter the international market, which is mainly dominated by Europe and the United States? Chen Yen-Fu recalled his original intention of branding three years ago, but after contacting a branding consultant, he realized that branding is not only a corporate identity, but also a way to review the future direction of the company through the process of rebranding.

Choose to start with a strategy to harden your entrepreneurial spirit

CML's re-branding project is a complete and worthwhile case study that began in 2018, from brand diagnosis, strategy development, including vision and mission, personalization, brand positioning, core values, and key stories, to design concepts and online and offline communication applications.

CML is a subsidiary of Sanwu Group. Chen Yanfu mentioned that another company under the group had cooperated with other branding consultants a few years ago, and at that time, it only designed a new logo and closed the case without any other process, thinking that the branding was only a logo, but this time, the cooperation with Pro started from the strategy, and accidentally found that the significance of the process of creation was greater than the design of the logo. In the past, when colleagues were asked about the company's strengths, they would always say "good quality, good price...", which lacked the winning point to move customers. Under the guidance of Pro, we successfully quenched out the entrepreneurial spirit; on the other hand, since the whole team was involved, we all have emotions about the results.

Injecting "Passion Driven" into the brand image and employee behavior

According to Chen Yanfu, CML has always advocated internationalization, hoping to turn the brand spirit - "Driven by Passion" into the company's corporate behavioral indicators, and to integrate the corporate culture into the daily life of employees. Under the guidance of universal guidance, the key elements have been successfully identified.

According to Mr. Lee Kuo-Jung, Process's Honorary Branding Consultant, some companies gradually deviate from their initial settings after rebranding, which makes it difficult to accumulate strong intentions. After so many years of seeing CML continue to practice brand building and develop well, it also inspires the Process team to continue to maintain the enthusiasm and motivation to help Taiwanese companies build their brands.
brProcess Pro brand creative director EPILEDS YEH said, CML Chinachem Precision Machinery actively participates in the workshop brand strategy activities, describes the touching things, good memories in the company, injects enthusiasm into the brand, and quenches the brand image from everyone's ideas. Compared with other machine tool brands, Chinachem's strategy content is both avant-garde and sensual.

CML Chinachem Precision Machinery Vice President Zhu Wenbian pointed out that since we have to go out to stand out, purple is less common in the industrial industry, to symbolize the hydraulic is hot red, and symbolize the stability of the blue melted out of the purple, to the intention of the flow to symbolize the dynamics of the internal gears, which is why the achievement of the current visual.

CML Chinachem Precision Machinery Marketing Team Leader Eva Hong mentioned that when the company changed the corporate identity with the uniform to purple, because the company has mostly male colleagues, at first they could not accept it, under the persuasion of Pro, and seeing the actual design of the drawings, we gradually recognized it.

EPILEDS YEH pointed out that before the visual conception of the logo, Chinachem has given us rich information and feedback to let us understand the characteristics that they want to present, including dynamics, stability, etc. We also discussed the details of the logo's angle, spacing, and proportions during the process of conceptualization, injecting a solid foundation for the brand's groundbreaking development. In terms of purple uniforms, we have also found many international fashion templates to convince our staff to accept innovation and be unique in the industry.

Enhancing corporate value through branding

Chen Yen-Fu believes that Taiwan's machine tool industry is of high quality, but its value is often underestimated in the international arena. Through branding, we can re-examine the strengths of our company, our relationship with customers, and the differences between our competitors, to highlight our strengths and to explore our brand connotations. After giving the logo a lot of spirit, the next stage is how to realize it. We plan to organize a conference for internal parties when the epidemic situation has improved, to strengthen the communication of the brand spirit with employees, so that they will have more confidence to go international.

Ms. Yang, General Manager of Process, mentioned that in terms of branding practice, Process also provides experiential learning of core values, and through the design of activities, the implementation of core values, which is also a well-received and sensible practice among the companies that have been counseled.

The sooner you do branding, the better!

Mr. Chen shared his experience that branding energy is cumulative and the earlier you invest in it, the better. He also suggested that it is not just about designing a new logo, but also about highlighting the soft elements behind it, so that the value of the brand can come out. In addition, it is suggested that there should be a dedicated unit to take charge of the project so that more enthusiasm and ideas can be put into it.

Eva says that partners are important, and that Pro is patient, translates jargon into understandable terms, and communicates with precision.

Chen added that each brand consulting company has different strengths, Chinachem wanted to be internationalized and rebranded, and after a comprehensive evaluation, we appreciated Pro's professional international background and successful cases, so we became a partner. In the course of cooperation, we were guided by first and second-hand information collection and workshop interaction, which opened up our horizons! Branding is the sum of a company's competitiveness. Nowadays, in addition to a consistent internal and external image, our employees are also more proud of the company's brand.