As books are an essential part of INNO, we decided within the group to all focus on different fields to cover as many different topics as possible - I focused on branding.
I chose "Kirkas Brandi" because it clearly focused on how Finnish companies and services could improve. International megabrands such as Apple, Nike and Sony were used as examples, but Finnish success stories were naturally the vocal point - Fiskars, Iittala and Lumene to name a few. Divided into chapters cleverly named "brightness", "star" or "beacon", the book gives you a wide perspective on what to think about when creating a brand for your business or service.
Keeping in mind that we don't exactly know what we need to do I still tried to scan the text thinking that if we need to brand something, it's more likely to be a service not an entirely new company. So I focused on the social identity level (social belonging, individuality) and the spiritual level (values, experiences and preferences of the client). Whatever you're branding, the single most important thing is to have a solid core - without that your brand is hollow and will not live up to the expected standards. A weak brand is useless and can't be rescued with all the money in the world. This is especially important for new brands which have little or no market yet.
Things that we could find useful in our work? The impact of mental images is definitely valuable for us, regardless of the task, we need to consider the expectations of our clients and step into their shoes as they go through the service process. The "steps of value" (arvoportaat in Finnish) will give us many insights of the different qualities of our task.
A very recommendable book indeed! A small minus for the sometimes difficult-to-understand- drawings.
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