Enache Pirtea & Asociatii
Simona Pirtea Enache
Managing Partner
Why branding?
Branding is somewhere in the same category as legal. Although it might not seem like it. You don’t see the need for it. If you’re doing well and you feel like you’re on the rise, who needs it? I mean, everything is okay, the way we do it is fine. You only see the results after you enter the process. Then you see the added value. And I think that’s a very good parallel between legal and branding. And yes, what I could say is that it’s worth taking a risk and it’s worth thinking big in the long term and how you become sustainable, how you bring value to your business, and a branding process in which you analyze your mission, values, the way you relate to the market, the market relates to you, I think it gives an exercise that brings added value and it’s an exercise of knowing yourself, the society, the position that society has and you will see its added value after you do the exercises. Sometimes it’s very difficult to figure out what it entails until you try it.
What message do you have for entrepreneurs?
I can emphasize the brand because that’s how I can better show who I am. What I’ve noticed is that we may have an impression of ourselves, our brand, and what our business represents. And we again have the impression that the way we created the brand in the beginning, whether we did it ourselves or with help, still reflects who we are. But we can come to the conclusion after a rebranding exercise that it’s not the case anymore. That we are no longer aligned. And then this misalignment that builds up over time can actually be easily transmitted to our customers even if we don’t realize it.
How did the rebranding process unfold?
It began with the organization and very clear presentation of the stages and what would follow. We initially thought it would be a quick process because everything seemed very organized, but in the end, it turned out to be more about getting to know the people, getting to know the organization. It was fun, and we both discovered and rediscovered ourselves in this rebranding process. So even though it started and seemed like it would be a very serious activity, the result was serious, but the journey itself was actually a pleasure.
Other benefits of rebranding?
The rebranding process with INOVEO gave us the opportunity to see certain sides of our colleagues that we may not have seen before because in our day-to-day activities, we focus on certain issues, whether it’s consulting, litigation, our interactions with clients, or personal interactions, but you don’t always get the chance to discover every aspect, although sometimes you may intuit them about your team members. And yes, we were pleasantly surprised to discover some extraordinary synthesis and analysis skills or out-of-the-box thinking, but different from our usual out-of-the-box thinking. Because we often talk about being and thinking outside the box, aiming to provide innovative solutions and always being there for our clients, but even within that structure, there were ideas that were brilliant and perhaps came from individuals we perceive as more conservative.
