INFINEXA
Radu Tudor
Senior Partner
Why branding?
First and foremost, I believe that a branding process means taking yourself seriously. Secondly, you want to convey a clear image of yourself, to show others that you care about how you present yourself to them.
Why involve the team in branding?
The advantages stem from the fact that a company is not its owner. A company is all the people who come in day by day and lay brick by brick to the foundation of that company. I find it a very risky endeavor to go into the area where one assumes the personal branding of a company that has people behind it. We can talk about a law firm, for example, where it’s a one-man show. However, for a service company where every person has a relationship with the outside world, I find it extremely important for them to participate in this process, to understand that it can be an opportunity for them to leave a small imprint for 50 or 10 years in that company, and for the entrepreneur to discover something new in the team, things they didn’t know.
A message for entrepreneurs?
Be bold, just do it!
What is the branding process?
I believe the best definition of the branding process is primarily a process of self-discovery. Very few of us realize that the brand is something beyond the logo. The brand is a sum of concepts with which the outside world has the first impact. The brand is what is visible from the farthest away, with the widest reach. It will always need to be supported by the experience the customer has when accessing that brand.
Why INOVEO?
The decisive factor, the inclination, was 75%, okay, let’s go with INOVEO. However, the 25% that took us to 100% was, obviously, the first meeting where we realized that we have chemistry, we understand each other, our expectations are understood, and perhaps certain expectations are also imposed on us that we need to know. We learned things about ourselves and then, obviously, with this transfer of trust, including the fact that we realized that beyond something that looks very clean like a website, a history behind it, a portfolio of clients. I repeat, behind there are people, and when you discover that there is an alignment of visions and perhaps even mentality, if I remember correctly, I think in the first meeting, I wanted about four hours of something like that, then obviously a relationship of trust transfer is created, and you want to move forward and continue the process and see what surprises await you along the way.
What is the branding process with INOVEO?
We’ve been through two experiences like this, indeed from different positions. Branding with INOVEO has that human touch. And I wouldn’t want to say more.
