Zicla: branding strategy to establish how to communicate value

19/10/2016

First of all, let’s remind what corporate branding is. Corporate branding is the image we build on top of a particular trademark, including the ideas or concepts which we associate it with. We are not only talking about the activity of the company (its products and services) but also its essence, its principles, its mission and its objectives, everything that can differentiate it from the competition and from which we can determine its importance.

Why is a good corporate brand strategy so important? Besides potential customers, it is essential that also suppliers, employees, etc. recognise the brand image and relate to its principles. For that is what will position us and set us apart from competitors, whilst allowing us to be recognised. It is precisely to associate and place a brand in everyone’s mind what corporate branding aims to achieve.

Let’s look into Zicla’s case

Every year thousands of tons of waste are generated and are then put into landfills or burned in incinerators. For Zicla, waste is an opportunity for change. Since 2005, Zicla has been striving to convert waste into new materials for the industry and new products for the market. The company advises businesses and other organisations on generating value from their waste, looking for sustainable alternatives to give waste a second chance. The company also designs, develops and manufactures recycled products, considering their lifecycle in order to minimise their environmental impact and maximise their functional use.

In short, Zicla’s objective is to create efficient and people-friendly cities: accessible and safe spaces, thus stressing its strong social and environmental commitment.

With this short description of the company we can already suggest some of the key concepts that can be taken into account for the Zicla corporate branding strategy.

Corporate branding to reinforce the values ​​of Zicla: communication, people & the culture of innovation

We started working with Zicla last year on differentiating the company within their industry and redefining their communication in key contact spots with customers.

To achieve this differential positioning within its industry we developed a new proposal of brand principles. And this is precisely the objective of corporate branding. In Zicla’s case: to reflect its activity and identity based on communication, people and innovation culture.

In accordance with the new corporate strategy, and as a result of our work together, we defined the brand personality and attributes, and then ran a Nomon Design Visual Test to position the company’s image.

To that effect, we always emphasise the importance of carrying out this process alongside the client and with a global perspective: corporate branding should be a reflection of the most outstanding values ​​of the company. It must be consistent with its corporate and communication strategy. This is critical to allow us to create a strong, convincing, attractive and long-lasting brand image.

Precisely, in order to reinforce the entire brand strategy, we also redesigned the brand image. The product portfolio was simplified and rearranged, to allow for more visibility of both of the business areas. Besides, we have also worked on the brand’s communication storytelling, in tune with the ​​previously set communication principles of innovation and respect for people.

Lastly, we applied all of this to the client’s communication materials, such as the company presentation – this being the most significant collaborative work during this early phase of the project.

This shows that, thanks to the corporate brand strategy, brands like Zicla can identify their strengths and elements of differentiation from the competition. From this point, they can adapt their entire corporate strategy to reinforce and consolidate these principles ​​in the different fields of action of the company. It is never enough to produce this in external and internal communication campaigns; it must be a deeper change: it has to reflect in the work spaces, staff training and the manner in which we relate with staff, in customer relations, corporate website, etc. The success of corporate branding in fact depends on all of these factors.

Tags: Branding strategy, Communication, Corporate branding

2016