The year 2021 was very important for our company in at least one respect. The process of rebranding our corporate identity (CID) began, the first phase ended in the autumn and winter of 2022, and we have continued the subsequent steps to this day. So let's talk to our colleagues from our marketing team about what such a rebranding actually entails. Both in general and specifically within the OKIN Facility. It's going to be a bit of a long talk, so we've divided it into three parts and this is the last, third one.
So, at this point, you were actually done?
Definitely not. 🙂 Rather, it can be said that the hardest part was still ahead of us. The next step was the implementation of a new identity. In other words, it still is, because this process is very time-consuming and individual steps must be taken gradually and over a longer period of time. In our case, the implementation can be divided into two parts. The first one is almost completed and it concerned the creation of a new business presentation, business offer, website, business cards, stamps, etc. As for the website, we are only partially done because we are still working on the national versions. But for example, we changed the design on our social media channels right away, as part of the first step.
At the same time, we also started the internal communication of this change, which cannot be underestimated in any case. And here again, cooperation with a renowned agency paid off, because it communicated with our employees from the very first moment. They prepared several copies of the so-called Rebranding newspaper, in which they informed employees about the ongoing steps. At the same time, we created their electronic version on our company SharePoint. It was a great approach, and the fact that UnitedUs received an award for it in 2022 (second place) in the prestigious competition Transform Awards Europe is proof of the overall thoughtfulness of this communication.
We also took more than 200 unique photos with our employees, which we use in communication and form the basis of visuals without the need to use only an external photo bank.
The result was a set of sales materials and the finalization of basic graphic and communication elements, and the final presentation of the new visual identity could therefore take place. First, the so-called internal " launch " took place, when we presented this news to our employees. For this purpose, we used company team building, which took place at the beginning of summer 2022 in the premises of the Dětenice castle.
The presentation of the results of the rebranding to the public and our business partners took place a little later, specifically during September. Part of it was also PR communication, mainly within the industry magazines.
And then the usual and necessary thing happened - it was necessary to start using the new identity on a daily basis. After the already mentioned first phase, let's say a package that had to be changed immediately, changes gradually occur within other items as well. Some are more problematic, such as the fleet. It would be very expensive to change the entire, quite numerous, vehicle fleet at once. In this case, we took a logical step, where the change always occurs when a new company vehicle is purchased or during possible more extensive repairs to a car bodywork. So it is true that even now you can still meet cars from the OKIN Facility fleet in the old design, but these cases will continue to decrease.
The change, relating to existing company documents, guidelines and forms, will also take place over a longer timeline. Of course, all documents will still be fully functional and valid, only they will be gradually modernized in design.
So, we're in the final stage, I suppose. So how would you evaluate the progress and result of the rebranding at the OKIN Facility from the marketing point of view?
Above all, we really like our new "coat". And although each change often evokes a range of emotions, I'm sure that our colleagues, as well as business partners and the public, like it too. At the same time, we got in our hands a powerful tool that helps us present OKIN Facility as a modern and progressive company that relies on quality people, modern technologies, and above all, a meaningful portfolio of services.
(Don't forget to also read other parts of our series)