Markenimplementierung wird gerne unterschätzt

Die Rolle der Markenimplementierung wird Markenprojekten gerne mal unterschätzt – von Designagenturen gleichermaßen, wie von Kunden.

In der Markenimplementierung kann der Anfang für eine ganzheitliche Markenstrategie und Markenaktivierung liegen: Wer etwas implementieren möchte muss das Feld kennen auf dem er aussähen möchte. Man braucht ein Gefühl über die Funktionsweise eines Unternehmens im Bezug auf seine Marke: Welche Einstellungen haben die Mitarbeiter aller Bereiche (nicht nur im Marketing sondern von der Geschäftsführung bis zur IT, Logistik oder Produktion) im Umgang mit der Marke? Welche geschäftlichen Abhängigkeiten gibt es im Bezug auf die Markenverwendung? Welche Implementierungskosten und –zeiten kommen bei einem Markenrelaunch auf das Unternehmen zu? Welche ist die beste Implementierungsstrategie – und zwar formal und inhaltlich? Was kann man im Sinne einer Zukunftsausrichtung des Unternehmens verbessern? Wo kann durch Markenimplementierung schon ein Startpunkt für die Markenaktivierung gelegt werden? (/alex*)

Markenimplementierung wird unterschätzt.

Die Rolle der Markenimplementierung wird Markenprojekten gerne mal unterschätzt – von Designagenturen gleichermaßen, wie von Kunden.

In der Markenimplementierung kann der Anfang für eine ganzheitliche Markenstrategie und Markenaktivierung liegen: Wer etwas implementieren möchte muss das Feld kennen auf dem er aussähen möchte. Man braucht ein Gefühl über die Funktionsweise eines Unternehmens im Bezug auf seine Marke: Welche Einstellungen haben die Mitarbeiter aller Bereiche (nicht nur im Marketing sondern von der Geschäftsführung bis zur IT, Logistik oder Produktion) im Umgang mit der Marke? Welche geschäftlichen Abhängigkeiten gibt es im Bezug auf die Markenverwendung? Welche Implementierungskosten und –zeiten kommen bei einem Markenrelaunch auf das Unternehmen zu? Welche ist die beste Implementierungsstrategie – und zwar formal und inhaltlich? Was kann man im Sinne einer Zukunftsausrichtung des Unternehmens verbessern? Wo kann durch Markenimplementierung schon ein Startpunkt für die Markenaktivierung gelegt werden?

Circuit – A #NW2W

Creating a Brand for a New Way To Work Service

Background

In autumn 2013 Unify has transitioned from Siemens Enterprise Communications to Unify. The Unify brand reflects a new attitude regarding its approach addressing the enterprise communications market. But this market is more and more under the influence of consumer IT tools. The modern knowledge worker of a hyper-connected world is confronted with a cluttered communications technology landscape: There is a variety of specialized business communication tools and privately used communication tools. Business tools are often designed to increase productivity and lower total cost of ownership but they rarely address user needs of a better user experience. Tools are cluttered, have a low user experience.
Although unified communication is discussed everywhere, a real unified user experience in business communications didn’t exist.

Unify expresses with its brand name its mission: Unifying business communications. The “I” in the middle of its brand name represents the concept of unification: bringing the many into one (system). The other basic idea behind the “I” is the individual, the employee – the user – who is empowered through the technology that Unify offers its customers.

The new SaaS, called Circuit, being launched October 28th 2014, offers an entirely new business communication and team collaboration experience, which integrates messaging, chat, voice, video conferencing, screen and file sharing into a single pane.

Circuit follows a comprehensive user centric design approach delivering a natural team collaboration and communication experience. This also incorporates the user into its development process. Based on agile and scrum methods in software development, the product will constantly further developed, to improve and enhance the user experience and serving the needs of collaboration and communication in business.

 The Challenge in Brand Development

As the service is exclusively designed for the end user, its communication audience within companies is the line of business of an enterprise above all other target groups. This LOB is characterized to be new type of leader, who defines success as the success of his / her team and how well those teams get empowered to work together, to perform and to deliver. The keyword is “empowerment”.
That requires a different marketing approach, which couldn’t be fulfilled, within the existing communication appearance of the Unify brand.

The solution

The basic idea behind Circuit is to offer highest degree of freedom to the user to succeed in business with anyware no matter where:
It liberates work from its legacy meaning that work has to have a certain place: the office.
It doesn’t matter where you are and how you’re technically equipped in that moment when you have to communicate with your team – the only thing you need is any kind of device (PC with a web RTC browser, iOS or Android device) and your username/password and all your communication streams and all related documents are instantly available.

Circuit – A Unify Sub-Brand

The service is branded “Circuit by Unify”. It is a sub-brand of Unify’s product families. On the same level there are Unify’s OpenScape products and in the future further products and services.

The Circuit Brand Strategy:

Circuit has a different brand identity approach as Unify and its OpenScape Portfolio:

  • Unify solves large-scale problems by offering enterprise-scale infrastructure solutions
  • Circuit allows a user to better collaborate with a team within their enterprise

That results in different preconditions for the marketing/brand communication strategy:

Brand-ID_Differences

Circuit’s visual identityLogo-Dev

It’s basic design elements are clearly rooted from its mother brand Unify to show the connection between the both brands.
The logo of Circuit is evolved from Unify’s i-column. It reflects “the-everyone-first” approach, through the circle and quotes the green from the mother brand.
Its primary colors are taken 1:1 from the mother brand, but its appearance is significantly altered by a different weight in the color usage. Doing so we achieve a lighter, more consumer orientated impression.

Color-weight

Logo_w_tag                 Logo_usage

Pictorial Language

A key pillar of Circuit’s visual identity is the pictorial language. It helps to differentiate from Unify as well as from it’s competitive landscape. But more importantly it translates its brand DNA into a tangible visual application. The pictorial language reflects the community that Circuit is a part of. Scenarios include descriptive scenes of how work naturally happens, but also includes human moments between active work.
To communicate the service comprehensively the picture concept is structured into four picture types: Anywhere, Faces, In Use and Product

Faces

Event-Entrance

Anywhere

Anywhere_02  Anywhere_01

Anywhere_04

In Use

InUse_01InUse_03

InUse_02

Product

Product_View_03

Product_View_04

Product_View_02

Product_View_01

 

„Circuit“ in the light of Peter Drucker’s management quotes

In an article on the tech blog talkingpoinz.com the author applied some of Peter Drucker’s most important quotes on management and applied them on the current UC developments. In that article Unify’s most recent product launches, Circuit is being mentioned too:

“ (…) “Doing the right thing is more important than doing the thing right”
This one can be paraphrased as ‘Ready, Fire, Aim.’

This is how I feel about Unify’s new Circuit product/service. I absolutely think this is the right direction, and it separates Unify from the UC pack (Avaya, Mitel, NEC, ShoreTel) with a social element. However, I don’t think Unify (yet) nailed the go-to-market. Hopefully they will figure this out and Circuit won’t end up on the same list as Google Wave. (…)“ (www.tankingpointz.com)

Circuit is the right thing – although it isn’t perfect and finished yet.  But Unify’s development team is on the right track in my opinion. As stated with Peter Drucker’s quote, it isn’t important do the things in a perfect manner, what matters is to do the right thing and improve it while it is used. Otherwise change never happens. Important help for such an agile approach comes also by Peter Drucker himself:
“The most effective way to manage change is to create it.” or this can be paraphrased  with Nike’s tag line:  Just do it!

Human communication in enterprise environment is changing significantly as our whole society changes significantly. It is a complete new world, which telecommunication solution providers  are confronted with. The technological development is running quicker than the people behind and its users in front of the technology. That (this is also stated in that article) can be seen how we still call certain issues: „I will ring you later“, even when you reach out to someone on VOIP via a tablet or PC. And we have many of such anachronisms in our lives which are not inline with the reality.

So it will take some time until these new trends in the new way to work are fully explored and developers have found the right answers on the changed habits and requirements in business communications.

Therefore it is important that innovative services like Circuit get loyal friendly user tester, who help to identify the good and the bad of the new service and provide helpful feedback and insights in their day to day experience with such new tools and the way they really work.

Introducing a new communication and collaboration service can be compared with state of the art brand management: It’s not about building Cathedrals. It is about agility, interaction and vibrant dialogue with your user.  (/alex*)

Meetings sind der Untergang der Menschheit

Ich lese gerade ein sehr interessantes Buch (Das Escape Manifest) in dem ich ein sehr treffendes Zitat gefunden habe, das die Pest beim Namen nennt:

„Wenn ich in einem Wort den Grund benennen sollte, warum der Mensch als biologische Art niemals sein Potential ausgeschöpft hat und niemals ausschöpfen wird, dann ist das Wort ‚Meeting‘.“
Dave Berry – Kolumnist, Buchautor

Immer wieder schön anzuschauen in diesem Zusammenhang: Live of Bryan: http://bit.ly/1rsfECW

Beitrag des Tages – Unternehmen müssen lernen den Fehlern im System ins Auge zublicken: PRREPORT.de

Ex-McDonald’s PR-Chef Matthias Biebl über Skandale in der Lieferkette „Unternehmen müssen aufhören, sich selbst zu belügen“: PRREPORT.de.

Den Sachverhalt Matthias Biebl in seinem Artikel anspricht, ist nicht nur bezeichnend für die Hinterfragung von Lieferketten in den Unternehmen. Es hat Gültigkeit für fast alle Prozesse und Arbeitsweisen in unserer heutigen Geschäftswelt. Unter dem Druck der Effizienzsteigerung werden Prozesse eingeführt, Checklisten, die abgearbeitet werden, es werden sogenannte Bill of Marterials (BOM) zu einer Aufagabenstellung abgearbeitet ohne diese zu Hinterfragen. Der Fehler im System wird nicht gesucht. Kann auch gar nicht, denn für Nachdenken, Hinterfragen und situationsgerechtes Handeln ist keine Zeit. Es reicht, sagen zu können, „ja aber, ich habe doch den vorgegebenen Prozess eingehalten“.
Woher kommt das? Ein Problem ist mit Sicherheit der Zeitdruck. Das ist mir aber zu offensichtlich. (Ich werde den Gedanken weiterspinnen…more to come…)

Design-Pfade