Envisia
Gabriela Hartescu
Dean, COO & Board Member
Why were you skeptical at the beginning of the branding process?
When we started the branding process, I was indeed skeptical because I hadn’t gone through such a process before. Coming from a fairly regulated environment, with already old, traditional brands established in the market, I didn’t quite understand this branding process. Together with INOVEO, I discovered that it’s a pleasant process. A process of discovery and learning. A transformation process, one that I recommend to everyone, especially in the challenging times we’re going through, with the evolution in the economic, geopolitical, and business environments, each in their respective sector. I believe that a branding and rebranding process needs to be regularly undertaken.
What are the advantages of a strong brand?
As the dean of a business school, I consider a strong brand to be the most important asset of the school because this strong brand is your calling card when aiming for both internal and international partnerships. You look for facilitators who are top professionals recognized nationally and internationally because you can bring alongside you those experts with whom you can build those unique educational programs that align with the purpose, mission, and vision you’ve set for the business school. So, the brand is an asset as important as the quality of the programs, facilitators, and partnerships the business school has.
What mattered when choosing the branding partner?
I believe that when choosing a branding partner like INOVEO or any branding partner, you look at their credentials. You look at what they’ve done before, but I think empathy and how you relate to the captain steering the ship in these times are also very important in this process. So, I believe that the personal relationship is as important as all the credentials the company you’re doing branding with has.
What did the branding project bring to ENVISIA?
When you start building a brand, I see it as a construction of knowledge. Knowledge both internally and together with external stakeholders. So, it’s very important because the brand is not just for you. It’s also for whom you’re addressing. And when this process begins, if you don’t make it an integrated process, correlated with the visions of all participants, both internal and external, I believe the final result is not what you expected, neither for you nor for those you’re addressing. Because what do we do through education? We serve a need. We build a community of certified leaders, professionals, alongside whom we all believe we can have an impact.
