Interview
After COMMEET rebranding: clear positioning image and increased new business inquiries!
TRIPRESSO launched the TRIPRESSO Travel Café platform in 2016, which is the largest group travel comparison website in Taiwan. In order to expand its business scale, TRIPRESSO created the B2B brand TRIPRESSO CTS (Corporate Travel Solution, CTS), which is a one-stop corporate travel solution. However, since customers often confuse the new platform with TRIPRESSO Travel Café, which in turn creates complexity in communication, the company thought about brand building.
Branding is not just about visual design, it's a process of re-creating the soul of an enterprise.
COMMEET CEO Hung Ming-feng (Jerry) said that after more than one year of cultivating travel services found that the epidemic is not so fast, the company's business must be transformed, and in order to make employees realize that the company's business direction will be significantly adjusted, the brand building is also the company's soul, kernel of the re-engineering campaign, through the cooperation with the Pro to a complete system to cohesion of colleagues in the service, the value of the idea of the same.
Chris Cheuk, Chief Operating Officer of COMMEET, pointed out that under the systematic guidance of Pro's, everyone was allowed to express their own ideas, and through continuous sorting, a consistent sense of identity for the brand was gathered. The design of the workshop was very interesting, and colleagues were willing to participate and share their ideas. In the end, we were able to perfectly integrate our expectations for COMMEET and create a brand with a soul, which is the biggest help from Pro.
Jerry believes that because they believe in the purpose of the profession behind it, they are very committed to it even though they don't know what they are doing at the beginning. At the beginning, Prosperity used a brand tree and a graphic approach to guide people, so that colleagues could speak their minds about the brand, and through slow convergence, the core service values that everyone wanted to convey were consolidated.
Jamie Zhang, COMMEET's Business Development Manager, also mentioned that this is a great opportunity for people who normally don't have the chance to express their ideas, and that the program provided by Prosperity, which allows people to express their feelings about the brand, the look they want to present, and the materials they want to use, is also a process of reacquainting themselves with their colleagues.
ProcessPro's Honorary Branding Consultant, Mr. Lee Kwok Wing, said that strategy cannot be translated into sensory things, everyone's imagination is different, and through sensory picture translation can help everyone find a consensus.
ProcessPro's Creative Director, EPILEDS YEH, pointed out that the colleagues of COMMEET know clearly where our end point is, and in the course of the process, they can always raise questions and make adjustments, and the communication is very smooth. Like the standardized manual is built on the form of actual external communication in the business, all the business expansion in the early stage, the subsequent digital extension into account, now do every element is related to the future business layout, before Pro participated in the construction of the new creative, digital brand is not much, the cooperation is considered to be interesting exchanges.
(From right) COMMEET Business Development Manager Zhang JiehanMr. Lin Chia-Kuan, Platform Operations Manager, Chief Operating Officer Cheuky OrangeMr. Ming-Feng Hung, CEO of Process, Mr. Rong Lee, Honorary Advisor of Process Taiwan, Mr. Hsin-Pil Yip, Creative Director, Ms. Shu-Yen Yang, General Manager, and Ms. Ling-Yuan Wei, reporter of the news, are holding the word boards to show the energetic spirit of the brand.
(From right) COMMEET CEO Ming-Feng Hung, Process Taiwan Honorary Advisor Rong Li, Creative Director EPILEDS YEH, and reporter Ling-Yuan Wei share the journey of rebranding.
The first cross-industry exchange between clients, extending more services from the interviews.
Process Pro's Honorary Brand Consultant, Mr. Lee Kwok Wing, said that COMMEET was also the first client to take the initiative to request customer interviews with existing clients of Pro, for example, one client pointed out that COMMEET could develop in the direction of expense management after the interview, and COMMEET launched expense management services shortly afterward. This is a very special experience as there was little cross-industry communication between customers in the past.
COMMEET platform operations manager, Ms. Lynn Chia-Kwan (Nadia) mentioned that, at the beginning of the search for partners, Jerry proposed that Pro can be interviewed through the many successful cases of the past customers, Pro agreed to a mouthful of the opposite of the other vendors have concerns, then we will know who is our partner, but also to ensure that the Pro and the customer to maintain a good partnership, it is worth entrusting.
Jerry said, at the end of 2020, COMMEET began to shift from international travel to domestic, found that domestic and foreign travel pain points are different, domestic employees travel by high-speed rail taxi, the process of generating a large number of bills, in the absence of new financial tools into the field, such as employees need to advance, reimbursement issues, the company also needs to have manpower to check the bills. COMMEET in cooperation with the international card-issuing organizations, through the introduction of virtual credit cards can be a complete integration of corporate expense management issues. COMMEET, in cooperation with the International Card Issuing Organization (ICO), has launched a virtual credit card that can fully integrate the company's expense management issues, and COMMEET's services can be extended from travel to solving all the company's overhead expenses, regardless of the industry sector.
Personal interview with COMMEET's Chief Operating Officer, Mr. Cheuk Wan Orange (right).
Behind-the-scenes interview with COMMEET.
Discover the service spirit of "letting employees realize their value" through customer interviews.
Jerry believes that the reason for getting customer interviews is to have a whole new group of customers who can tell us the truth, so that we can figure out how to provide a more valuable service. One of them is not to let employees advance money. During one of the interviews, one of the customers mentioned that the new staff at the grassroots level are usually asked to make advances, not only the pressure of advances is great, but also the weakest centripetal force of the new staff to the company, if we can give the staff a good feeling in this regard, we will certainly be able to gather the centripetal force to the company. Therefore, we find the most important value of this service, from the spiritual level or management level, to ensure that employees can focus on the creation of value.
Lee said that the brand building process is a continuous accumulation and adjustment, listening to customer insights, internal adjustments to the direction of the strategy, embodied in the brand communication, COMMEET from the customer insights to the conversion into strategy, all the way to the communication process is very smooth.
Jerry pointed out that through the cooperation with Pro's also found more expansion of new business opportunities, the brand value is internal cohesion, external positioning clear, extended to provide more ideas from the customer's needs, when the demand is generated and how to allow customers to find us.
Since the re-branding, it is visually and content-washed, and has been recognized by customers, many of whom have come forward to inquire about automation in the future to reduce staff investment.
The most rewarding part of the brand building process was finding the value of entrepreneurship - "building a company that allows employees to realize their ideas and make a difference in their lives".
Nadia believes that operating a brand is a long-term process, starting to do branding for 1 year, the use of the website to collect nearly 900 customer list, from time to time to meet with customers to understand the needs of the brand on the basis of the communication is more efficient and effective, and once again verify the effectiveness of the brand rebuild shaping.