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Creating the glue that binds a team

TRENDS:TRENDS:TRENDS:TRENDS: Spring Singapore has several schemes to help businesses develop their capabilities and improve

themselves. In the last o a s i!"part series# $ng %ee in loo's at three companies (hich have ta'en

advantage o such schemes to improve their brand identit) and management to boost business.

*+S $D,ERTISIN-# 'no(n or its /"store)"high Christmas trees and decorative structures at shopping

malls# sa)s the beneits o a recent re"branding e!ercise (ere more than it had anticipated.

0s ,alerie Chan sa)s *1s $dvertising1s rebranding 2highlighted areas (here (e (ere lac'ing and (e emerged as a more0s ,alerie Chan sa)s *1s $dvertising1s rebranding 2highlighted areas (here (e (ere lac'ing and (e emerged as a more0s ,alerie Chan sa)s *1s $dvertising1s rebranding 2highlighted areas (here (e (ere lac'ing and (e emerged as a more0s ,alerie Chan sa)s *1s $dvertising1s rebranding 2highlighted areas (here (e (ere lac'ing and (e emerged as a more

conident and committed team3.conident and committed team3.conident and committed team3.conident and committed team3.

45e never e!pected the outcome to be so good#4 sa)s director ,alerie Chan# a second"generation o(ner o

the irm.

4It (as more than 6ust changing the compan) logo and its colour7 it helped unveil our strengths and

(ea'nesses and it served as a platorm to mobilise our team to(ards a common goal#4 she sa)s.

$ management discussion in 8/8 about (hether *+s $dvertising should update its mar'eting collaterals

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8/9/2019 Branding - Q's Advertising

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ADVISORS 

Co))#($ *+,

as it approached its A/th anniversar) this )ear led the compan) to approach Spring Singapore or hel p (ith

brand management.

$n audit < supported (ith some unding rom Spring < (as carried out to gather insights among its /

sta about perceptions o the compan)+s brand.

It ound that emplo)ees held ver) varied vie(s about the compan)+s business.

The consultants then helped to create a brand identit) guide# encompassing brand concept# designs and

taglines to articulate the positioning o *+s $dvertising.

Corporate collaterals (ere developed and the compan)+s (ebsite updated to sho(case its strength. 9ive

brand training sessions (ere also organised# (hich too' close to si! months.

0s Chan sa)s the rebranding e!ercise contributed a lot to the compan)+s team"building eort. This is

particularl) important as its pro6ects get bigger and more comple!# she adds.

The process (as particularl) beneicial to the older cratsmen. 0s Chan e!plains that these (or'ers# (ho

have been (ith the compan) or at least 8/ )ears# (ere initiall) concerned about its move to(ards

automation.

4It (as essential to communicate to t hem that (e (ere tr)ing to do thi ngs uic'er and better. No(# the)

appreciate the act that (e are getting machines to help them out.4

$nother positive development: Sta members are no( clearer about the compan)+s branding and can

articulate it to clients.

4No(# (hen the mar'eting department (ins a big"scale pitch# the victor) resonates (ith the rest o

theteam#4 she sa)s# adding that the rebranding (as a 4sel"realisation4 process.

4It highlighted areas (here (e (ere lac'ing and (e emerged as a more conident and committedteam.4

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