Interview
FLUXTEK: Enhancing corporate quality through brand optimization and integration!
FLUXTEK is a global water purifier brand from Taiwan. Founded in 2000, FLUXTEK is engaged in the production, manufacturing and sales of water purification equipment and various filter consumables, and provides customers with various products and spare parts for water purification equipment, with a marketing network spanning over 25 countries, including Spain, the United Kingdom, the Middle East, Japan, and South-East Asia, and is a leading brand in emerging markets, such as Turkey.
Through cooperation, joint venture and merger, with the continuous development of the enterprise, Versicom is gradually moving towards corporatization, and at the same time, facing the need to reorganize the overall structure of the enterprise. Therefore, the General Manager, Mr. Lai Yan-chun, hopes to integrate the brand concept of "easily recognizable as the same group" through the branding, without hindering the existing companies under his umbrella.
"I want a fleet, not an aircraft carrier."
"In fact, at the very beginning of the business, we already had the concept of making a brand," said Mr. Lai. Mr. Lai said that as the company continued to grow, it began to expand its export business, and when it was established in Europe, it used K-Europe as its main brand name. Then it started to plan for IPO and merged with Prosperity, the aspiration for the integration of the group's brand became clearer and more explicit. Therefore, in 2017, through the Brand Taiwan Development Program of the Industrial Development Bureau of the Ministry of Economic Affairs, the Group's brand reengineering was carried out. Meanwhile, in the past, Firecom's global market expansion has focused on B2B, which has already yielded significant results. In the future, we will further enter the B2C market in the hope of enhancing Firecom's brand impression among end-consumers through the shaping of brand positioning and image.
"Branding is an emotional connection."
Mr. Lai believes that running a business is a step-by-step process, from thinking about how to run the business to how to run it sustainably, and even extend it to the related industries to form an economic circle in order to make everyone "better off together", therefore, it needs a focusing point that can condense everyone's consensus. The construction of a brand not only allows companies to understand the philosophy of the operators, but also allows consumers to recognize the culture and spirit of the company, "because the brand is a kind of emotional connection," said General Manager Lai. said Mr. Lai, General Manager of the company.
Mr. Lee Kuo-Jung of Process Branding Taiwan Branch added that the branding idea that General Manager Lai of V-Care has long had was not clearly perceived and received by colleagues within the company due to the lack of a methodology, implementation structure, and appropriate communication language, and could not be further implemented. However, through the re-branding project, Process adopted a "co-creation" approach, accompanying the staff of Versicom step-by-step to create a team consensus on the future look of the brand, which was highly consistent from the inside out, and successfully connected the internal staff of the company and the external consumers to the brand's perception and expectations.
EPILEDS YEH, the Taiwan branch of ProcessPro Brand, said that this kind of rebranding and optimization is different from other cases because the enterprise has to be pulled to a higher level and the depth of the brand has to be more obvious. In order to unify its various business units, the logo graphic designed this time is derived from the original trademark's "seagull" identification, which conveys the enterprise's concept of "safe and healthy drinking water" and develops this powerful branding element. At the same time, the logo graphic also solves the problem of different brand names in Europe and Asia, and becomes the common symbol of the Group, further enhancing the brand image.
"Knowing how to spend money is harder than knowing how to save it."
The process of re-branding and optimization is not only costly, but also takes a long time, and it's not easy to reintegrate internally and externally step by step. Especially at the critical moment when a company needs to transform to the next stage, it is easy for many companies to shy away from branding. But GM Lai chose this seemingly more arduous path for a simple reason: what needs to be done needs to be done, and what needs to be spent needs to be spent.
General Manager Lai believes that when the industry reaches the stage of adjustment, it is the time to improve the quality and capacity, and this re-branding is not only about designing the visual appearance, but also about how to operate and manage the brand. He said, "Knowing how to spend money is actually more difficult than knowing how to save money". This is precisely why he insists on the assistance of a professional branding company. Only in this way can the money be truly spent in the right direction, so that the brand and the product design can be linked together to achieve the greatest benefits. We know how to operate and run a factory, but when it comes to branding, we need to rely on a professional branding company," Lai says. After all, the two require different specialties and different DNA," says Lai.
Raising the flag of the brand's new logo, General Manager Lai has already drawn a blueprint for the future in his mind, to lead the gradually growing fleet of Firestone to sail more steadily towards a better blue sea.