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Siveco
Brand analysis and strategy
The customer
SIVECO Romania was set up in 1991 and is currently one of the biggest providers of ERP, eLearning, eHealth, eBusiness, and eGovernment solutions, as well as fully customised software projects, in the country. SIVECO Romania is an important member of the international group SIVECO, and has more than 1,800 customers in over 35 countries.
The challenge
The company managing team was aiming for a better-structured approach to marketing and organisational communication, capable to support a corporate brand that would help achieve various ambitious business objectives. However, on the one hand, the messages that the company would broadcast via various media were inconsistent; so were the company style and register; finally, no strong enough identity was identified. All these issues needed to be addressed by a new approach to marketing.
The solution
In order to deal with all these issues, Grapefruit spent 6 weeks performing a thorough brand audit. The results highlighted the main reasons behind the inconsistencies between the brand identity, the message put across, and the image perceived by various audience groups, be them internal or external - such as company employees, members of the management, customers, business partners and mass-media. The media and materials used in communicating the company image were assessed and the conclusion was that they were relevant and usable in terms of information, but inconsistent and inadequate in terms of design. Last, but not least, Grapefruit pointed out the direction which the restructuring process should follow, as well as its full extent.
Grapefruit emphasised that the main cause of all the challenges facing the company was the lack of a well-defined marketing communication strategy and an active and consistent brand management policy.
Work on rephrasing the company strategy started with the creation of the SIVECO Romania brand platform in order to provide a unique and sound definition of the corporate brand, while introducing at the same time a valuable criterion for working with and evaluating all the subsequent company communication initiatives.
Grapefruit helped the customer redefine the position and values of SIVECO Romania and provided detailed instructions regarding the verbal and visual communication styles, as well as other elements related to the corporate culture. After choosing a concise and honest approach, all the brand platform elements became clear and credible in the context of organisational communication.
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