THE PEOPLE WHO DRIVE PROGRESS
Brand Situation
Worldwide transportation solutions is an industry in a continuous move. Clients are more and more demanding, competition increases steadily, globalization has fundamentally changed portfolio strategies of the largest players while new markets, like the Central and Eastern European ones, have become important business growth (re)sources. In order to be a leader in such an industry, you need a lot of courage, determination and creativity. This is what Volvo Trucks had in mind two years ago when they decided to revitalize the brand platform. Volvo Trucks aims at driving progress of the industry by vitalizing the employees’ attitude as they are in charge with delivering the brand experience to the clients.
The brand revitalization process has been released in Romania too, at the beginning of this year. Brandient was hired to assist Volvo Trucks Romania in implementing the new brand platform.
Brandient’s Approach & Solutions
Any brand identity revitalization process where services have an important weight must start from within and, more precisely, take place in the mind of the employees. Assuming this, Brandient started the new brand platform enforcement through an internal audit of Volvo Trucks Romania. The audit results provided important information regarding internal perception over the brand, the awareness level of each employee in supporting the brand promise and the support the new platform could get from the organization.
Analyzing the “brand estate” led to recommendations and internal marketing actions for activating the Volvo spirit. Among these was the development of the internal communication concept « I am Volvo » for which Brandient elaborated the implementation materials too.
Apart from this, Brandient trainers assisted « Branding in action » workshop, with joint participation from Volvo Trucks Romania employees and Volvo dealers. The workshop consisted of practical exercises for understanding the brand as a management tool aimed at reaching the business objectives and at translating brand values in criteria for day to day job decisions. At the end of the session, each team was able to draw a 90-days action plan to transfer the brand message to Volvo clients and employees as clear and coherent as possible.
Although people programs are still not employed as a branding concept on the Romanian market, Volvo Trucks project was a wonderful opportunity for Brandient to mark experience in this new field, certifying the role of brand consultants in post-rebranding activities.
