So that the boss likes it” and why the inside of the brand in the form of a team is important

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The company's employees are the main bearers of the brand. Their loyalty and desire to be involved in the brand determines how quickly it will be implemented. It's like the inside of a jacket. You can embroider it with sequins and branded buttons on the outside, but if it's unpleasant to the body on the inside, you won't want to wear it.

Usually the customer in branding is the manager, and he/she makes the final decision. And the company's employees are the last to know about the new brand book. Anything new causes resistance.

This is especially dangerous during rebranding, i.e. changing malaysia whatsapp phone number images. An employee who is faced with a fact will be sad that "it was better before", will tell his friends in the kitchen and clients in the meeting room about it. By the time he gets to the stage of accepting the new brand, time will pass, and time is expensive.

Moreover, employees better understand the pains and desires of customers, and therefore can initially help in forming the right brand platform. Therefore, in order to reduce resistance and increase team motivation, as well as for more effective branding solutions, it is more profitable to involve employees already at the first stages of work.

For example, conducting surveys of the team on their associations, feelings and wishes from the brand or holding focus groups to choose a logo. This does not cancel the official presentation of the new brand book to the team, rather, on the contrary, it makes it an important and valuable event for everyone.



4. “Will it fit my uncle?” or taking into account the scale of the company
Sometimes it all starts with one jacket and grows into a wardrobe. The same thing happens in companies: new areas of work open up, new client groups are added, geography expands. All this is important to consider at the branding stage, because the broader the profile of the work, the more extensive the images should be.

Associations with a specific product or service will create boundaries that will hinder business development.

Example
We developed branding for the construction company Praktika and the first versions of the logo were related to construction. But in a dialogue with the client, it became clear that the company does not only build houses, it has a broader profile. This is a whole range of work from creating an idea and design to direct construction and sales.

In addition, the plan includes new business areas and the construction image is not suitable. As a result, the "comma" became the brand's signature element, because "practice" is action, a continuous process of improvement, where there is no place for a period, only a comma. With this name and image, the brand can go to different markets while remaining relevant.

Corporate identity of the Praktika brand

Examples of using the corporate style of the Praktika brand