Envisia
Carmen Micu
Founding Member & CEO
What is the branding process?
It was a remarkable moment, firstly because it was a dream come true for me. I came back after a period of working outside of Romania, and the standards I was used to regarding branding, rebranding, and everything that means quality service were at an international level. Of course, I don’t want to say that Romania is far from Europe or what high-level marketing means, but I did not expect to find what I was looking for at the level I was seeking in Romania through INOVEO.
What mattered when you chose INOVEO?
Basically, your credentials. The clients you had. Previous successes. The moment you presented the team mattered a lot because, first of all, you were involved, we had your credentials, and I must say again that the person makes the place. From this point of view, during the project, when you specifically added people with the specific skills we later proved to need, I mention Juergen here, it mattered a lot again.
And another thing that mattered a lot was your constant guidance throughout the process. When we had perhaps understanding gaps, perhaps communication gaps, the fact that you were there and held our hand, explained to us, clarified things, means a lot for this entrepreneurial area to feel that there is someone beside them, the person, the entrepreneur in the journey.
Why should all brand stakeholders participate in the workshop?
For me, it meant that professional journey I wanted for building our brand. And I start from your previous question. It is very important to build this relationship between your brand and your consumer or client. This relationship has many stakeholders. It has many interlocutors, let’s say. It’s not just the internal client who can be those from the sales department or those from the finance department or those from the logistics department, not to mention marketing, as they are the bosses here, so to speak, but you also have those external interlocutors who are not just your distributors, not just your salespeople from third parties, not just advertising agencies or marketing agencies or PR agencies or public affairs agencies, sometimes not just the authorities or regulatory bodies, depending on what kind of market you operate in, if you are a bank, then above you have the National Bank of Romania, sometimes you have other parliamentary commissions, so all your interlocutors are practically 360 degrees around you. They all need to be involved in this dialogue between your brand, who your brand represents, and where you want to go. In the end, you want to have an impact to increase sales.
The results of ENVISIA’s rebranding?
Yes, I would start with concrete figures, namely that we have tripled our turnover. Today we are three times larger than we were three years ago.
I would also say that our team has doubled in number. I would also say that we have reached, again very important compared to three years ago, from a community of 54 professional board members to one of 134 globally accredited and certified board members in Romania, plus a community that exceeds 400 board members in a professional community.