How we help make your brand stronger

What values do we at informiQ provide your business? What does branding have to do with it? As we reconsidered our own offer and how we communicate it, we found out that branding is essential in everything we do.

Written by: Andreas Grönvall Mikkelsen

Branding comes in many shapes. They might be witty billboard headlines, talk of the town Superbowl commercials, or ads flooding your social media feeds. But the field of branding is much more than creating awareness and gaining leads.

"We have gone from product to process, from problem resolution to emotion seeking, from object to experience," Idris Mootee wrote in his modern classic 60 Minutes Brand Strategist more than a decade ago. Today, we still see a focus on experience – your audiences' needs and expectations change in different contexts over time. There’s a strong need to create, follow up, and tweak experiences throughout the user journey.

The audiences have the answers

In our assignments, we often need to consider the user experience in different ways. This is why we made Experience Communication into one of three strong pillars in our offer. Brand personality and tonality guidelines affect what texts our UX writers create and how they write them. Branding is also key in our technical writing, although this is often a matter of after-sales content, such as user manuals and online help. Many of our clients are associated with quality, safety, and long-lasting solutions. Having the audiences in mind, we need to create clear, concise, and comprehensible content – such as texts and illustrations – that follow brand guidelines.

Foundation and know-how is branding too

The second pillar of our offer is Processes and Quality – our consultants lead and support our clients’ work with content, experiences, and deliveries. We ensure solid structures, optimized processes, quality assurance, and much more. These activities are vital to brands that are known for reliable best-in-class solutions that must reach the market at critical moments. So we actually do branding in those areas as well!

Think ahead as the world changes

What about innovation and taking your business further? The third pillar of our offer is Business Development – we level up and add value thanks to our seniority and knowledge of strategy, improvements, and business analysis. For example, we are improving collaboration and cost control at a groundbreaking research facility. This helps lay a solid foundation for the innovations that audiences and society need and expect.

Telling your story

Your branding is like a story told in new ways as the world evolves. The story creates emotions, so you have to be aware of what kind of emotions your audiences expect – from the first impression to the most long-lasting relationship. This is why there's always a need to develop and improve people’s experience of your brand.