Interview
Dilemmas and Solutions for First-time Brand Builders
(Written by: Lee Kwok Wing / Honorary Advisor, ProcessPro Brand Taiwan)
In recent years, we have been assisting entrepreneurs to build their brands, and when asked why they want to switch from OEM to branding, they invariably mention the fact that the profitability of OEM branding is tens of times higher than that of their own brands, and that the profitability of OEM orders, though stable, is only so-so in comparison. Many enterprises in Taiwan started out as OEMs and began to develop brands in the mid to late stages. However, when their own brands were first developed, the results were often vastly different from those of OEMs, and made the operators feel discouraged and wonder if they should continue to move forward on the road of branding.
Corporate Transformation Strategy: Brand Building
When entering the branding field, it is recommended to firstly invest a fixed percentage of the annual OEM profits into your own brand, and then seek governmental guidance, such as the Brand Taiwan Development Program of the Industrial Development Bureau of the Ministry of Economic Affairs (MOEA), which has a number of counseling partners for trademark intelligence, brand building, and international channel layout. Lastly, the company specializes in a particular field, and uses professional brand consulting firms as external partners to implement brand development in a step-by-step manner.
Brand transformation is all about delivering value. For small and medium-sized enterprises (SMEs), or Taiwanese companies trying to move from OEM to self-branding, creating a brand always seems to represent a black hole in the budget, but regardless of the size of the brand, every brand faces the challenge of a highly competitive global marketplace.
"A strong brand image will reinforce its unique identity and deliver powerful value benefits."
pastoral care Sung Fong E&M For example, in the past, specializing in OEM production of submerged pumps, OEM production for the world's leading brands, after Process Proril brand rebuilding, integration of Professional (Professional) and Reliable (Reliable) two qualities, with a new English name “Proril” to start again; in the design of the enterprise identification In terms of corporate identity design, the Kaohsiung sun and blue sky, the establishment of a blue and orange robust and prominent logo design, and extended to a series of marketing applications, development, the establishment of a consistent brand image, the industry rivals to become a brand that is hard to beat, not only successively won the 2015 Taiwan Golden Spot Design Award, the 2017 Japan Good Design Award for good design, the 2017 German iF Design Award, and the 2017 Korean K-Design Award for Good Design, and the 2017 Korean K-Design Award for Good Design. K-Design International Design Award in Korea in 2017, and continues to receive more orders from around the world.
Brand building sequence: from top to bottom, inside and outside together
Since the company only had an OEM team at the beginning, it had to take on multiple roles when developing the brand. In the past, it was common that companies did not have a branding team, or it was placed under the marketing department, so the brand was not able to carry out. It is recommended to organize a core brand project team, which is under the top management and above all departments, in order to integrate and lead the enterprise to move forward.
Second, the top leader must be the brand decision maker because branding is a top-to-bottom process that cannot be accomplished without the support of a leader. Finding professional managers and pairing them with a team of external professional brand consultants can create a synergy of cooperation and division of labor in the early stages of brand building and even in the long term.
Global Localization: Globalization of Brands, Localization of Communication
The author observes that in general, local enterprises do not have a clear brand strategy and identity like international enterprises. In the past, when executing communication projects for international brands, I felt that the framework of brand norms has limited the room for marketing communication, but in fact, in terms of results, with a consistent and good brand strategy and management norms, the results of the overall marketing communication activities will have a comprehensive effect. Therefore, the focus is on how to define the norms well and how to utilize the brand norms to create reputation.
Enterprises often ask, "Is there a problem of brand localization? In the author's opinion, "A good combination is to globalize the brand but localize the marketing communication."
Taking the example of multinational brands such as Emirates Airline and Airbnb as an example, under the strict and consistent brand strategy framework, we ensure the same brand mission and vision, positioning, value proposition and other strategic foundations, which are then extended to the entire brand's customer touchpoints, and make adjustments to the marketing and communication strategy according to the local market to ensure that audiences around the world can quickly understand the brand in the local language, and at the same time, recognize and harmonize the brand when traveling around the world. At the same time, the brand is recognized and coordinated when traveling around the world.
Another common question is "Is mainstream European and American design not suitable for the new south oriented or Asian markets? Based on his experience of working across both Eastern and Western markets, Pro suggests that companies should return to the idea of whether there is a "high degree of correlation" between the brand's value proposition and its target customers. If customers have a preference for European and American design, or if the brand is highly correlated with the country's industry, the halo effect of its design style can be used to add points to the brand. In short, it is still important to assess whether the brand and the customer can find the highest common denominator.
Take zero zero as an example.zerozero It is a multi-functional online platform created by Taiwan's Dafeng Environmental Technology Corporation. Pro uses two bright green colors as its brand identity, and presents its logo in a smiling curve, which symbolizes the brand character of being friendly to the environment and human beings.
again with Marché As an example, the Swiss restaurant chain Marché has partnered with Pro to develop the positioning of the Marché Mövenpick food service concept. Marché's existing values are reinforced by the Movenpick concept, a new brand focused on the senses of pleasure and sophistication.
Brand management: annual audit, don't forget the original intention
It is important to revisit the positioning and value of your brand in the marketplace. Every year, a brand audit is conducted to review whether the design applications of all touch points in the past year are still consistent, accurate and sustainable with the brand's set tone, and at the same time, make minor adjustments to the brand strategy and identity design with reference to the competition and consumers. After about 8-10 years, although there are differences between industries, it is generally necessary to re-brand to meet the needs of the times.
Finally remind business owners: back to the beginning, think clearly why to go to the brand road in fact, do not do the brand can also be profitable, not necessarily the only way, but choose to make up your mind, because after the construction of the continuous promotion and layout, will be the road of no return, but also the road to the foundation of the long-lasting career.