We have also developed a new career website in line with the new brand. In the style of the new visual identity and with photography of our own people. It is nice to see that there is an enthusiastic response to our brand change. You can’t get a bigger compliment when you’ve worked with a team for months on the preparations.”
What tools do you use to manage the brand internally?
“To ensure that all our employees across countries apply and promote the brand properly, we have set up a number of initiatives. VIM Group recently implemented Templafy. This tool gives employees access to relevant content and helps them to create ‘on brand’ documents quickly and easily. In addition, we use a brand portal to facilitate, keep employees informed and enthuse them about the brand. This system is not yet fully future-proof, but we are working hard on the 2.0 version. In addition to the tools we use, I think that good brand management is also to a large extent people’s work… Certainly in the beginning you have to make sure that all communication from the countries is properly checked and that feedback is given”.
How do you turn employees into brand ambassadors?
“In the first place, of course, you do that with a good product that makes customers happy and is supported by employees. For us it was of course important to ‘load’ the new brand as quickly as possible in the right way, both internally and externally. When you are more visible and do that in a creative way, it also creates a connection with the brand. Internally, we campaigned directly at the launch and provided everyone with branded LinkedIn banners for their profile, notebooks, lanyards, pens, mugs, t-shirts and hoodies. We wanted our people to be directly involved in the changes. You can see that this works, people are really proud that they work for us.”
What tips would you like to share with brand managers on the verge of a rebrand?
“The first tip: look at your competition when you develop a new visual identity. In a landscape full of brands, the most important thing, of course, is to be distinctive. The second: develop your visual identity ‘digital-first’ and then start thinking about all your channels. For example, have you thought about how the new logo fits into an app icon? At PARK NOW we had the challenge that we had the corporate identity as a starting point. When we made the translation into a digital brand, we discovered that the corporate identity was not entirely suitable and needed to be adjusted. A third tip has already emerged: make sure that the brand is managed centrally. You can still create such a strong brand, but if it’s not communicated in the right way, it will have an impact on your brand performance”.
Masha Kodden is CMO at PARK NOW.
Read more interviews in the Future Proof Your Brand series.