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The Floor Heating archetype process

The Floor Heating archetype process. Why should our Brand and values be revised?. Our present Brand Identity and Design was developed in year 2000. – It is time to give the Brand a pit-stop with a general makeover.

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The Floor Heating archetype process

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  1. The Floor Heating archetype process

  2. Why should our Brand and values be revised? • Our present Brand Identity and Design was developed in year 2000. – It is time to give the Brand a pit-stop with a general makeover. • With the Danfoss takeover in 2003 the Corporate Brand DEVI was transformed to a Product Brand. – We must establish new values to the DEVI Brand. • Many of the new FH-E colleagues are already Danfoss employees and our colleagues in e.g. IT, Administration, Finance and R&D are servicing both FH-E and FH-H. – We must establish common values. • We must evaluate if our present, existing values are strong enough to ensure profitability and growth in the future. Why the Brand revision process was started

  3. Elements of Corporate Identity The process

  4. Archetypes- the way to create brand personality Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. The term is borrowed from Jung, who used archetypes to portray the collective universal human character. Margaret Mark og Carol Pearson linked the achetypes with branding (The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes) By giving the brand a human character - an archetype - strong feelings are provoked in the targetgroup. The largest brands in the world signals archetype values. The arche-type concept

  5. Arche-types: The Belonging / Independence axis The Entertainer The Explorer The regular guy The innocent The Lover The Sage The arche-type concept

  6. Arche-types:the Structure / Change axis The Creator The Ruler The Caregiver The Magician The Rebel The Hero The arche-type concept

  7. What did our analysis demonstrate? Qualitative: 19 Quantitative: 103 Management (22%) Employees (26%) Customers (45%) Customers (27%) Management (33%) Employees (16%) Management (45%) Employees Management Employees Customers Employees Customers (22%) Floor Heating Electrical Floor Heating Hydronics Research and diagnose

  8. Our future Brand personality: THE HERO Motto: Where there's a will, there's a way Core desire: to prove one's worth through courageous acts Goal: to be marketleader and create win-win situations in a way that improves the world Strategy: to be as strong and competent as possible Talent: competence and courage Our new personality

  9. What Hero? NOT ”Who is the Hero..?” BUT ”How is a Hero..? NOT The Hero is…” BUT ”The Hero does…” Our new personality

  10. In FH we position ourselves – and act – as heroes..! • We help our customers change and improve the world in connection to renovation and building activities. • We want to be our customers heroes - they have to perceive us like heroes. Every time and in all situations: We are the ones who solve the problems and helps out if the going gets tough. • We want to be the preferred choice. Our new personality

  11. The common values that drives us We are competent, have a winning spirit and constantly develop for the benefit of our customers, colleagues and other business partners. Values, mission & vision

  12. The new Floor Heating Vision We will be the leading supplier of floor heating solutions. We will master advanced heat control technology that optimizes user comfort and energy savings. We will develop solutions that fully integrate into total indoor climate controls in private dwellings. Values, mission & vision

  13. The new Floor Heating Mission We will be the preferred choice.We will achieve this by giving our customers a competitive advantage and our end-users a unique level of comfort with superior heating solutions in – and around – homes and buildings. We will be a healthy company that people will want to do business with, and where people will want to work.

  14. The everyday contribution • We will be the End users hero by offering user-friendly and intelligent solutions for personal comfort • We will be the Professional installers hero by offering solutions that are reliable, easy to install and ensure end user satisfaction • We will be the Wholesalers and dealers hero by offering a high degree of support and being the most profitable business in our category • We will be the Property managers hero by offering reliable and maintenance-free solutions that save manpower • We will be the Architects and consultants hero by offering solutions that enhance their creativity and optimize the use of materials • We will be the Developers hero by reducing Total Cost of Ownership and enhancing end user satisfaction • We will be the Suppliers and business partners hero by empowering them with sufficient knowledge of our business in order for them to empower us • We will be the Employees hero by ensuring meaningful working lives Values, mission & vision

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