A simple brand strategy that paves the way for a complex business strategy

Question

An ambitious buy & build business strategy requires a brand strategy that allows for all intended growth. Change that always brings challenges regarding people and culture within the organization, as well as brand portfolio and positioning in the various markets. 

How do we ensure that we take all stakeholders along and present our new brand portfolio in a way that is clear to all target groups? And how do we ensure that we can seamlessly incorporate new acquisitions in the future? So that we continuously add value to our brand?

Approach

Essential for the success of this process was that the management of the various organizations began to share a single vision and business objective. We facilitated this process through interviews and sessions with the management. From this joint starting point, we reached the essence of the new brand in a short strategic trajectory and examined the desired relationship and naming of main and sub-brands in the short and long term. The long-term scenario turned out to have so many advantages that it was decided to further develop this brand and position and introduce it directly with a new visual identity. Internally, we launched this with an event for all employees, where we created connection and interaction through gamification. With a brand movie, the new Oribi immediately made clear what it stood for. We also use this film externally on the new website.

Result

If it succeeds to bring the dreamed future scenario for the brand to the present immediately, that is fantastic. Especially if it is then possible to connect the different corporate cultures and bring them closer together. People who walk out proudly, with energy and a smile after a launch event where they feel they are part of a much larger whole. And they carry that energy into their daily work.

Oribi, as an organization, has a clear and strong brand that will facilitate all growth in the future that matches the ambitions in the business area. The market sees a brand that operates from leadership and vision at the highest level of identification, verification, and authorization.