Branding is all about optimism and confidence, and any entrepreneur, whether they have been in business for 30 years, 10 years, or are just starting a new venture, feels the need to give their brand the attention it deserves more than ever.
Challenging times forge true entrepreneurs, believes Dochita Zenoveiov, founder of the branding agency INOVEO Consultants. Regardless of the political or economic forecast for 2024, she looks forward with confidence. Plus, there are sufficient growth factors—European funds, economic growth indices, stock market evolution—to support a moderate optimism.
“There are also entrepreneurs who look at 2024 with caution and are especially worried about 2025. But taking 2020 as a reference, when we had branding and rebranding projects even during the lockdown, and betting on the fact that Romanian entrepreneurs accelerate precisely during crises, I look at the construction with the right lenses,” says Dochita.
Below, Dochita shares the agency’s objectives for 2024, how Romanian entrepreneurs’ needs and perspectives on business have changed, and more:
With What Energy Did You Enter 2024
We entered 2024 with positive energy, and here’s why.
Late last year, we launched the Brand Talks project inviting clients, marketers, and opinion leaders to talk about grassroots branding. We let them speak about branding because they have gone through the branding process and are the most entitled to talk about it. We discuss what branding is, the advantages of such a process, and the results it has generated over time. It warms our hearts to see how the seeds we planted in our early days have come to life.
Clients have seen the importance of a rebranding process beyond a good name or a good visual identity. The process has given meaning to them—the entrepreneurs, their teams, and further to the stakeholders. With a clear direction, these companies have transformed their businesses. Some have moved from being traders to producers, which is very important for Romania’s economy. Others, besides having a small factory, have digitalized it and opened two more, closing the operational chain. Others, starting as a start-up, have reached their second round of seeding, expanding to Poland. This dynamic brings the joy of seeing snowdrops emerge after winter.
Given the evolution of the Bucharest Stock Exchange (BVB) and the optimism generated by it, entrepreneurs and investors see opportunities. Company directors look more closely at consolidation and development, entrepreneurs seek funding sources for business expansion, and the emergence of funds supporting listing preparation helps. New instruments launching on the local stock market also boost confidence in business.
On the other hand, there are entrepreneurs we speak with who look at 2024 with caution, especially worried about 2025. But taking 2020 as a reference, when we had branding and rebranding projects even during lockdown, and betting on the fact that Romanian entrepreneurs accelerate during crises, I look at the construction with the right lenses.
Plans for 2024
2024 is a year of construction for INOVEO.
Our position in the entrepreneurial segment is secured due to our expertise and portfolio built over the years, so we are looking at new segments where our services fit perfectly. And we do it organically. For example, open brand workshops rebranding or repositioning globally or regionally needs local alignment, (2) a brand wants to maximize all contact points along the food chain, or (3) a brand wishes to refine the journey it offers an existing or potential customer from the moment they hear about it to the moment they recommend it.
Another strategic direction is building a creative branding hub in Bucharest. This initiative is supported by a series of courses like Effective Branding Fast Track, with real case studies from the local market. The first module targets practitioners in marketing departments and designers already working for brands who want to advance in their careers by learning from branding practitioners. The course design today looks like this: physical course in Bucharest, over eight weeks, on Fridays, with an assignment at the end of the module and a Brand Safari at one of the branding lecturer agencies in Europe.
INOVEO Team Objectives
Our objectives are to support the consolidation of local brands through branding, assist in their expansion outside Romania, increase branding awareness in Romania through Brand Talks, and build a creative hub of branding specialists (brand strategists and designers) through Effective Branding Fast Track courses.
Challenges
Branding projects are becoming increasingly sophisticated, driven by the education of today’s entrepreneurs and the marketers they hire, who often have experience in multinational companies with local (Romanian), regional, and global roles.
Projects go hand in hand with the development of entrepreneurial businesses. Romanian entrepreneurs, if they have an appropriate branding partner, immediately see the advantages of branding. Although they may not have done much about it beyond a logo and vehicle branding, they have built their teams well over the years. Today, they are open to investing in brand engagement/branding focused on employees. We had the opportunity to work on projects last year with fully engaged employees and intrapreneurs aligned with the brand’s mission and the entrepreneur’s vision. Whether in Sibiu, Constanta, Suceava, or Timisoara, they speak the same language—the language of their brand. It’s wonderful to see how we can contribute through branding, particularly customized workshops, helping them carry forward their mission in ultra-competitive markets.
Branding Industry in 2023
2023 was a good year. Entrepreneurs are increasingly open to branding, at least those we talk to—traders who want to become producers, companies looking at local or regional expansion, companies wanting to align their image with their service level, and companies considering family offices and transferring business to the next generation of entrepreneurs.
What did the new project bring them? Direction. A foundation for their objectives. Alignment of organizational culture.
Agency Report
It was a very good year, continuing our focus on entrepreneurs who recognize the need for branding and its benefits. All our projects are interesting, and some have brought us particular satisfaction, either through the project’s challenges, organizational culture building, or team enthusiasm. Notable projects include Auto Total, Continental Hotels, Cometex, Medika TV, Fusion Romania, Brightmann, INFINEXA Restructuring, Enache Pirtea and Associates, Lyset, Alexandrion, Selectsoft, Envisia Business School.
Working with AI
We discovered AI through a client challenge. Initially, we thought it was unnecessary because we are creatives, but with some time and curiosity, we realized we could be both creative and efficient.
For example, imagery can be easily generated by AI, but it took a few weeks to get comfortable with the tool, learn how to write prompts, and integrate various AIs to get the most out of them. The rapid development of these tools requires constant openness and time investment to stay up to date. We’re not afraid of losing our jobs because branding is about personalization, identifying relevance and differentiators, and auditing the brand, which requires human effort. However, in implementation, certain tasks can be optimized with these new tools.
AI Influence in Branding
AI’s impact in branding is not as pronounced as in other fields, but it’s worth paying attention to because it can significantly ease our mission.
Clients’ Needs in 2024
We will see as we meet them. However, the main need in Romania is to look at the brand correctly and support it because it is essentially their business. Otherwise, they will work twice as hard as others.
War, Inflation, Uncertain Times
This is the ideal context for true entrepreneurs. That’s when they thrive. I expect it to be like 2020 when clients sought us out for new projects, or entirely new clients approached us for their ongoing projects. I believe there are sufficient growth factors (European funds, economic growth indices, stock market evolution, and new instruments), and we don’t need to worry.
How It Affects the Industry?
Positively. It clears the way for the real players to move forward. We just need to do our job well.
Redefining Branding’s Role in 2024
Branding is about optimism and confidence, and any entrepreneur, whether they have been in business for 30 years, 10 years, or are starting up, feels the need to give their brand attention today more than ever, because the brand is their most valuable asset. The brand can work for them even when they are not working.
