Olofsfors’ communication platform
First and foremost: What is a communication platform?
In short, it is a guide to how we communicate with the wider world as clearly, uniformly and effectively as possible. With customers, prospective customers, employees, politicians, government authorities and the general public.
Using a marketing concept: To be able to build a strong brand. But also so we can spend time, money and energy on agreed matters and to ensure that our marketing communication is as cost-effective as possible.
The image of Olofsfors is affected by everything we do. Everything we communicate. Our products and services, our way of responding to employees and customers, and our communication/advertising. The picture of us is created each day, consciously and unconsciously.
But it is also affected by what we do NOT do. As we live in a highly competitive world, we need to be active in building our brand, otherwise it will be someone else – the customer’s subjective opinion or a competitor’s marketing – that will define what Olofsfors is and what it offers. It’s a bit like trying to go up an escalator the wrong way. If we’re not always one step ahead, we’ll be one step behind instead…
The platform also has an important internal function. By agreeing on some clear rules for our brand, we can ensure that all employees start from the same point and follow the same communicative goals. This in turn will affect both how we communicate and how we act towards our customers and one another.
Is there any risk associated with a platform?
Absolutely. If there are too many rules, or if they are too complicated, they may generate passivity and serve as an obstacle rather than offer guidance. The fear of doing something wrong is greater than the desire to do the right thing. On the other hand, if there are too few rules, or they are unclear, there is a risk that in our eagerness to achieve something we will communicate different images and thereby create an unclear or incorrect picture.
This communication platform is designed to create the perfect middle ground between these two extremes. The goal is to provide a basis for communication that reaches out, and reaches in, and creates as clear and attractive a picture of Olofsfors as possible. This is especially important today, when an increasing number of competitors in our home markets are fighting for attention. In emerging markets, an indistinct brand and low awareness may result in the price being the only relevant factor.
The virtuous circle
This is exactly what brand work and marketing is all about. Adding more tools to the sales process. Ensuring the customer can see the added value. The goal of brand work is to increase profitability – something that is not just about selling more, but at least as much about justifying a higher, healthier price. If we fail to do that, sales will continue to be a price race to the bottom. If we succeed, we instead create a virtuous circle in which increased revenue can be transformed into continuous product development and an increased level of service that results in more satisfied customers who recommend our solutions to their colleagues.
This journey will probably require us all to give and take a little during the process, but it will be worth it. We will go from an Olofsfors with an impressive history, to an Olofsfors that is attractive because we are so good at looking ahead and solving the needs of tomorrow.