A simple brand strategy that clears the path for a complex business strategy
Oribi
Identity is key
Question
An ambitious buy & build business strategy requires a brand strategy that allows for all intended growth. Change always brings challenges regarding people and culture within the organization, as well as brand portfolio and positioning in various markets.
How do we ensure that we get all stakeholders on board and present our new brand portfolio in a way that is immediately clear to all target audiences? And how do we ensure that we can seamlessly integrate 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 different organizations shared a common vision and business objective. We facilitated this process through interviews and sessions with the management. From this joint starting point, we conducted a short strategic journey to get to the essence of the new brand and looked at the desired relationship and naming of main and sub-brands in the short and long term. The long-term scenario proved to have enough advantages that a decision was made to further develop this brand and position and introduce it immediately with a new visual identity. Internally, we launched this with an event for all employees, where we fostered connection and interaction through gamification. With a brand movie, the new Oribi immediately made it clear what it stood for. We also use this film externally on the new website.
Result
If it is possible to bring the envisioned future scenario for the brand into the present, that is fantastic. Especially if it also succeeds in bringing the different corporate cultures into contact and closer together. People who walk out proudly, with energy, and with a smile after a launch event feeling that they are part of a much larger whole. And who take 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 its business ambitions. The market sees a brand that operates from leadership and vision at the highest level of identification, verification, and authorization.
From video productions to a dazzling launch event
Rollout
We believe that the same attention given to the brand at a strategic level must also be felt in all expressions of the new brand; everything must be perfect down to the smallest details and reinforce each other. Strength, recognizability, and uniformity in all forms of presentation: from the entire range of corporate identity carriers for the new organization to the redesign of the software suite that every Oribi customer works with daily. Effective communication in the form of campaigns for all different target audiences and channels, including associated funnels and follow-up strategies.
