Seed Consultants integrates Ruukki brand values internally
Seed Consultants brand and design consultancy develops a brand engagement project for Ruukki Romania, the subsidiary of the Finnish group Rautaruukki.
The program has been running since August 2008 and has gone through several stages, starting with identifying the degree of resistance to change, structure, culture and organizational processes, but also the style of communication. These elements resulted from the internal audit, which included individual interviews with top and middle management, but also with the company’s external clients, followed by focus groups with employees (both white-collar and blue-collar) and surveys opinion within the entire company.
Based on the results, the brand engagement strategy was outlined, starting from the company’s values, and is to be implemented.
The objective of the program is to help employees understand their role in the company and internalize brand values so that they learn to communicate and behave in the spirit of Ruukki, thus fulfilling the promise of brand.
“Due to the company’s rapid expansion, we felt the need for all employees – older and newer – to be aligned to the same set of brand values that would inspire them in their day-to-day work and Landor methodology the brand engagement proposed by the Seed Consultants team convinced us, “says Madalina Dumitru, Country Marketing Manager of Ruukki Romania and Bulgaria.
“We have discovered at Ruukki a highly professional work environment, built on the rigorous Nordic standards, a young and open-minded team with whom we are pleased to run this brand engagement program, which is very important for achieving the company’s goals. The reason is simple: the more the employee understands, respects and behaves in line with the promise of the brand, the higher the level of productivity, customer satisfaction and profitability, “says Roxana Iancu, project manager Seed Consultants.
The next phase of the project aims at developing specific workshops and activities to ensure the dispersion of values and their internalization throughout the organization.
“The conduct of a brand engagement program must be taken into account by all companies, especially in the current economic context, as it provides a high level of staff retention, time reduction of the marketing and HR budget, better morale of employees and increasing customer satisfaction. Our work tools for brand engagement are being tested and applied across multinational companies worldwide by our partner, Landor Associates, with spectacular results over the years, “remarks Dochita Zenoveiov, Managing Director of Seed Consultants.