Fusion
Ionela Rotaru
General Manager
How were the workshops?
They are very beneficial from several perspectives. Firstly, they provide a reason for us to gather again as a company. Since we have regional representatives across the country, it’s harder for us to meet. So, it’s ideal to see them in a context where I don’t usually see them, where I’m not the one dictating the game, but rather someone who stands on the sidelines and observes. I got to see them from a different perspective, and I liked that. Another very important point is that with each workshop, they became more involved, more engaged. The idea is that first and foremost, as the owner, you need to feel convinced that you want it. If you are convinced, then obviously, you must make every effort to achieve it. But then, the people you work with need to feel it too. And I start with those close to home. If they are involved, if they feel it’s something good for them, then automatically, they will be our voices in spreading the new brand. And this has been evident. They discussed, asked what was happening, and how we were proceeding. In a way, they felt part of the entire process because they had something to say at each workshop. We worked in teams, and everyone had something to contribute. None of the company members had ever been part of such a process before, and it was done professionally. The team from Bucharest came with all sorts of tools; everything was prepared. They didn’t just sit through a series of questions and then respond. No, they truly felt actively involved in building the new brand.
What were your expectations from the rebranding?
When I said we needed to do this to achieve the long-term goals I desired, I intuitively understood its importance. I realized it was more than just that logo you can buy. Some enthusiastic people came to me, saying you know you can get a logo for 50 euros, 100 euros, however you want it. So, I knew it was much more than that. But I didn’t realize it was quite so much. That there were so many things to do and steps to follow. But each step was beautiful in its own way. I’m glad I had your support and that you understood exactly what I wanted. Then, what resulted was like in the theater; you stand in front of the stage, and at the end, you say wow, this is the result. So, I never thought I would have the image I received at the end, that everything would materialize in that form. I never imagined that would be the form and that would be the result. I appreciated every millimeter of the journey.
What was your favorite moment?
I like to have people around me who feel like they bring added value. People who are positive and who inspire me. With you, I experienced this feeling. I know you are there, if I need something we collaborate, but you inspire me. And you will see in some time that I have adopted a lot of ideas, and they will materialize in the new facility we are building, for example. So, the secret is this: surround yourself with good, positive people who make you better and more positive than you naturally are, and you will be fine.
