Professional services Archives - Brand Manual

Client
Karl Bilder

Industry
Specialised retail
Builders merchant
Building materials
Construction supplies

What we did?
Brand strategy
Rebranding
Naming
Visual identity
Shop navigation & POS
Internal communication
Communication platform

Värvikeskus was by far the most proficient paint and supplies vendor on the market. But their name was generic and too local — Värvikeskus means “paint centre” in Estonian. They were badly missing an identity on par with their new value proposition and much wider product assortment than just paints.

Rebranding was synchronised with the opening of their new flagship shop in Tartu, Estonia. It was a challenge – on one hand, it had a much broader selection of building materials than their existing paint shops. On the other hand the challenge was not to lose their competitive advantage and not to become another big box builders’ merchant.

After defining the essence of their service, their core character, it was natural that the new brand got a personified name. Karl Bilder is an expert who knows what he sells and educates his professional clients.

Karl Bilder is a character. He knows stuff

He takes time to find builders the best materials – and is fast when the construction is on, shipping stuff a.s.a.p. thanks to an optimal full service process. Karl Bilder speaks their language and makes sure they can focus on work at hand.

An upgrade in the shop concept – Karl Bilder means thoughtful service

No longer just a paint shop, Karl Bilder retains his expert role in the field. You call them when you need an expert advice on what paint would last in specific conditions. The new shop concept takes care of other needs of a pro as well, supplying him with quality tools and supplementary building materials. It also understands the daily needs of a construction manager – his car is his office and he really appreciates Karl Bilder’s coffee corner, desk and toilets. Some of them work at odd hours – so now there’s also a 24h pick-up machine.

What we did for Karl Bilder

Defining the values of the brand and giving it a name and a face was one thing. Launching that to the company of experts, real fans of their job was a delicate task. Brand Manual took an effort of onboarding the existing crew – and created the materials that would make it easy for future recruits to join the company. Also engaging key stakeholders in the business – from construction managers to architects and interior decorators. Focusing on professionals who take real pride in their work, like Karl Bilder does. Make sure to grab a copy of their magazine if you want good advice and some useful tips on renovation!

Client
Karl Bilder

Industry
Specialised retail
Builders merchant
Building materials
Construction supplies

Website
www.karlbilder.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity
Shop navigation & POS
Internal communication
Communication platform

Värvikeskus was by far the most proficient paint and supplies vendor on the market. But their name was generic and too local — Värvikeskus means “paint centre” in Estonian. They were badly missing an identity on par with their new value proposition and much wider product assortment than just paints.

Karl Bilder is a character. He knows stuff

An upgrade in the shop concept – Karl Bilder means thoughtful service

What we did for Karl Bilder

Subsequent interviews and analysis allowed us to define the general trends with specific suggestions from maker space facilities to permanent street food stalls to entertainment features. These visions and plans were wrapped up in a visualised document that provides the Ülemiste City real-estate developer with a guide to what lies ahead while also serving as an enticing introduction for future investors.

www.ulemistecity.ee

Estonian Auditors’ Association (EAA) is a professional union, but also acts as a quality standard for all Estonian auditors. Being a member has long been the precondition for a trade licence.

But there was really little understanding, both internally as well as among clients and broader public, of what does EAA stand for besides an obligation. That’s where Brand Manual stepped in – helping them to define the purpose of their association and to communicate that purpose effectively. We audited the organisation, talked to the staff and board, and also the member companies and clients. It became apparent that the EAA acts as a link between three parties – member auditors, companies who need auditing and the general public and the state. Building trust and understanding among these – through training and discussion – was the reason of its existence. That purpose was something that everyone concerned could relate to.

Their unobtrusive identity now acts as a quality mark, working well with the graphics of any auditing company – existing or prospective. Something that the members would use with pride, without losing their own distinctive features. It also works as a recognisable carrier of all of Estonian Auditors’ Association’s training and internal communication materials as well as public announcements. Now Estonian auditors can speak in one strong voice – which was a bit of a revelation.

BRS helps relocate foreigners to the Baltic States. Not only moving people and their stuff, but also helping with all the related bureaucracy related to moving to a foreign city: schools, driving licenses, registration of residence, parking permits and, of course, real estate.

The relocation service is mainly for valued professionals and the service is paid for by the recruiting company, because it makes more sense to get help than let your new staff waste time in an official’s queue. The difficulty with relocation services is to understand, what is needed.

We aligned the company visual identity and sales materials with the value proposition and created a special card set, that explained the whole relocation process in a playful and concise way. For clients it is now easy to understand what they need, what they don’t need and what it will cost.

Arista HRS finds the right person for any job. But often companies look just for people, and fast. As anyone who hires staff knows, however, people hired based solely on their qualifications often come with trouble in terms of personal characteristics.

Arista combines an excellent network of contacts with Hogan tests to find the one, right, candidate. We repositioned Arista and changed the sales pitch from quantity to quality focusing on finding the people who stay on the job for a long time. The company also adapted itself to a far more aggressive style of communication, suggesting that any person can be hired by any other company, if the chemistry matches (and Arista is the chemist).

The market responded qucikly. Re-positioning helped Arista receive enquiries they only wished for in the past, and is now perceived as a high-end executive search company.