Context

GLOBAZ is an IT company based in the Swiss Jura region that provides integrated software and IT services. The company is a so-called hidden champion: small, but highly specialised and very successful. Trustworthiness, dependability and outstanding results are the key factors in implementing and operating turnkey solutions and these are all criteria that GLOBAZ can reliably fulfil for its customers.

Challenge

Activating on the power of brand and communication as a key lever, GLOBAZ must embark on a transformational journey to strengthen its positioning, serving its core clients as well as diversify strategically to grow its know-how and customer base. To achieve this, GLOBAZ needs to strengthen its positioning in the market and generate more visibility outside of its current niche. At the same time, it is important that they maintain the high quality of their services for existing customers.

Approach

Brand Affairs developed a framework for the brand that brought together the company's vision and corporate values with the input gained from all the key stakeholders: selected employees, senior managers and the board.

In a roll-out that was planned in fine detail and perfectly timed, all the touchpoints were updated on schedule. Since then, the new brand has been more impactful on all channels: on social media, in PR and at events.

Project

Brand Positioning, Communications

Industry

Information Technology

Partner

Country

Schweiz

Implementation

since 2019, ongoing

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

The brand is the engine of a forward-looking corporate culture. Coherent, concise communications strengthen the brand both internally and externally, enhance its visibility and its reputation, intensify employees' loyalty to their employer, and anchor the company even more firmly in the local region and beyond. Overall, the value of the GLOBAZ brand was sustainably increased by our strategy.

"Brand Affairs combines its expertise in strategic brand design with a huge amount of experience in terms of implementation. The wide-ranging expertise of the team helped us to first of all rethink our positioning, then to optimise it – and by doing so to lead the brand through a transformative phase into the future. Brand Affairs has provided us with support in all the key phases: from the development of the brand concept and the formulation of strategic recommendations to submit to the management board through to the internal and external roll-out."

Alexandre Léchenne

CEO, Globaz