"Information, funding and contacts for your company"
EnterpriseFinland brand brings public business services together
The EnterpriseFinland service system renewal recognised the need to gather public business services into more customer-oriented service packages, as well as increasing awareness of them. A large number of EnterpriseFinland operators have participated in the brand strategy work for EnterpriseFinland, resulting in the EnterpriseFinland Brand Manual.
Brand strategy goals
- Gathering together public business services as customer-oriented service packages
- Improving customer satisfaction for all three service channels (telephone, online, F2F)
- Bringing together national and local business service operators with the customers that need their services
- Improving awareness on public business services
In a nutshell, the EnterpriseFinland services can be summed up by the brand statement, "Information, funding and contacts for your company". This brand statement is confirmed and adhered to by operators such as Finnvera, Finpro, the Foundation for Finnish Inventions, the National Board of Patents and Registration of Finland, Finnish Industry Investment Ltd, Tekes, the ELY Centres, the TE Offices, the Tax Administration, the Finnish Customs and regional enterprise services.
The Brand Manual can be used as a training and steering tool. It provides definitions for the key elements of a brand and the principles related to confirming and adhering to a brand statement. The Brand Manual also addresses the ownership and material rights of the brand, as well as brand identity.
The next brand introduction
phase involves defining practical measures and using the brand in practice. A
unified visual identity has been created for the EnterpriseFinland services, as
well as a set of graphic guidelines to assist in its use.
The brand has begun to transform into a genuine national brand, as operators who have fulfilled certain criteria and signed regional cooperation agreements have adopted the regional EnterpriseFinland logo. Regional EnterpriseFinland logos have been granted for regional business services since autumn 2010. At the moment, more than 20 regions have started using a EnterpriseFinland logo.
The next phase involved drafting an operational communications scheme and follow-up plan for EnterpriseFinland services. The operational communications scheme will serve as a practical tool for implementing communication measures. The work will be completed in June 2011. A wider-scale marketing campaign concerning the EnterpriseFinland communication services will be launched in autumn 2011.
The EnterpriseFinland brand strategy work and visual identity, as well as the operational communications scheme, are partly funded by the European Social Fund.