Blogs and stories
If, upon reading the above paragraph, your first reaction is, “Say what??”, you are probably not alone. As a copywriter and content creator, it’s normal to enjoy the language one works with. But, when creating effective messaging for international audiences, it’s worth remembering that the primary goal is to communicate with clarity for maximum effect, […]
The corporate sustainability due diligence directive (CSDDD) is a crucial step in the EU’s Green Deal sustainability regulation package, and the changes it brings offer significant opportunities for companies. The long-prepared directive was approved by the European Parliament in April 2024. For the first time, European large corporations are being held accountable for human rights […]
If there is a clear disconnect between your external image and communications and the feelings and understanding of the same topics internally, it will not take long until you are found out. It is through your employees that the outside world gains a view into your company, culture and way of doing business. Navigating the […]
As a creative agency we are lucky in that we have all the talent and resources needed to carry out such a rebranding exercise in-house. Also, as it happens to be one of the things we do for a living, it is a great exercise to do regularly for ourselves as well. Ultimately our brand […]
B2B is busy and constantly developing. Marketing departments are struggling to keep abreast of the newest and most innovative developments in the field. Even if you are aware of the possibilities, how do you make sure you’re using the tools that create the biggest benefit – and are using them correctly? That’s where we come […]
While we can’t ignore how technology is shaping the branding space as well, it is comforting to realize that certain fundamentals remain. Authenticity is where the story should begin The power of personality and an engaging story persist at the heart of great brands and successful brand activities. You can call it whatever you’d like; […]
DEI stands for Diversity, Equity and Inclusion and is a set of principles related to an organisation’s workforce and their inclusion. At least, the focus is on the staff, but there’s no reason you shouldn’t talk about your values externally as well. Essentially, implementing effective DEI results in a workforce that is representative of wider […]
A year ago, you made a comeback into marketing. Did it pay off? Yes, absolutely! The most surprising thing has been to notice that while the range of communication and marketing tools has become more digital it has also become more complex. It is a huge challenge for businesses to navigate the jungle of opportunities […]
Does AI even exist? First of all, it’s worth noting that there is no such thing as artificial intelligence. There is just advanced logic and complex coding. The machines are not going to rise against the masters any time soon. AI is simply (or actually, not simply at all) a tool that we should all […]
1. Define key themes What you want to post about: is it a product, a service, or perhaps thought leadership or a positive employer branding? Focus on your company’s key competencies and build your social media presence around the themes that support it. 2. Cultivate your audience Expand your target audience from your own key […]
Information holds value White papers have been a staple in B2B marketing for a long time, and for good reason. When print was still king, they were often viewed as the the sensible, grown-up cousin of the flashy, marketing-oriented brochure. They have transitioned smoothly and largely unchanged into the digital era (unlike their flashy cousins), […]
Read More… from White papers – the unsung heroes of B2B marketing?
A good brief is the key to successful cooperation and, ultimately, customer satisfaction. That’s why in 2021 Brandkind started rewarding our clients for delivering the best brief we receive every year. This year’s laureate is known in our office for clear Power Points with all the elements in place. Her briefs explain what kind of […]
1. Content is always king People are first and foremost tuning in to hear interesting and relevant content. Understand your primary audience and build an event that is worth their time and adds value to their day. 2. Look who’s talking Let the experts speak. Your audience is (mostly) on your side. People are always […]
Know your audience My father taught me long ago that an engaging story is more important than the truth. He explained that this was just as much the case in business as it is when telling a story around the campfire. Sounds bad, right? Well, that’s not the case. Great storytelling in B2B sales and […]
Read More… from What’s your story? – The role of storytelling in B2B marketing
Traditionally, companies and corporations have sought to control their own communications and reputation, as if in a black box. They have communicated well-thought-out messages to investors, customers, and staff the way they wanted. Glass Box Branding thinking is the opposite of this approach. “The company is thoroughly transparent and responsible in its operations, communicates openly […]
Read More… from Corporate transparency – the best way to get positive attention?
At Brandkind, we are increasingly creating Integrated Annual Reports for our customers, but what is an IAR? While a standard Annual Report is written primarily for investors and reports a company’s strategic goals, forecasts and finances, an Integrated Annual Report also includes topics that are of interest to wider stakeholders, such as customers and the […]
We spoke with Sebastian Linko, ABB Motion’s Head of Communications, to find out how the company is advancing their Energy Efficiency Movement with the help of Brandkind. Fighting climate change with advanced technology We are all aware of the problems that humans face due to climate change and environmental degradation. Organisations and individuals alike have […]
Read More… from Working together towards an energy-efficient future
The idea is to share energy efficiency related experiences, best-practices and solutions using the #EnergyEfficiencyMovement and the Movement Symbol. Sebastian Linko, Head of Communications at ABB Motion, has been instrumental in spreading the movement and attracting numerous significant global partners to join. We asked him how he viewed smaller organizations such as Brandkind joining the […]
Read More… from Brandkind joins the ABB-lead Energy Efficiency Movement
The function of marketing messages is to generate emotions and action. Clickbait encourages action, i.e., clicking open a link to a text or video, as the author seeks to direct the reader or potential client to a certain website. The story behind the headline may not live up to expectations, so the reader or viewer […]
Read More… from Clickbait in B2B marketing: read our experts’ AMAZING tips!
The importance of regenerating forests Sustainable forest management has a long history in Finland. Way back in 1886, the Forest Act was passed to prevent forests being destroyed – and to ensure that they were regenerated and renewed. The idea is that you are allowed to harvest trees as long as the forest always grows […]
Creating a new user experience “Essentially, Showell centralises marketing collateral in one place and gives access to the people who need it as easily as possible,” says Aleksi Niemi, Chief Revenue Officer and Partner at Showell. “The end user can easily find assets, tailor content, give professional presentations, and share content with clients.” In a […]
One of the most affirming things that can happen to customer-focussed businesses like Brandkind is to receive positive feedback from our clients. That’s why we are so excited to have been shortlisted as a finalist for Agency of the Year 2022. This award has been presented in Finland since 2016 by the Swedish research company Regi. It is notable because nominations are based on […]
Read More… from Brandkind shortlisted for Agency of the Year 2022
It can be hard to keep track of all your branding. By holding brand assets – such as tone of voice documents, images, logos, and digital and print templates – in one place, Frontify enables them to be shared easily with relevant employees or other stakeholders. It’s the platform for digital asset management and creative collaboration. At Brandkind, we always aim to offer our clients comprehensive services to update […]
The roots of a great campaign or marketing concept can often be traced back to a good brief. A well-defined brief document gives us at the agency a clear direction, understanding of expectations and a goal to work towards. When we know who we want to affect, in what way and for what reason, our job becomes easier and the accuracy and speed of […]
KEYWORDS – Don’t write anything else before you’ve defined them Define the most important keywords that your potential customers might use when searching for you on Google. These are the words that you need to write into your headline, lead text and content in general. Google is literal and has a short attention span. If your key content is […]
“It had been ten years since the previous brand reform,” explains Ilkka Hiirsalmi, Chief Marketing Officer for Pesmel, “which is, of course, a long time in a company’s business environment. Our tools to reach customers were out of date when considering recent rapid developments in digital marketing and communications.” Creating relevant content for everyone […]
The ratings are given to companies in Finland, Denmark, Norway, and Sweden as part of a system which uses certain criteria to determine their financial reliability. These criteria include the turnover, equity ratio, liability ratio, and Return on Investment of the company. Taking corporate citizenship seriously The Triple A rating represents the highest level of […]
“Many of our customers require that their partners are working responsibly, and we also want to do our share for a sustainable future,” says Maiju Leppänen, Partner and Art Director, who is coordinating the environmental program. “For me, it is very important to work in a company that seriously considers environmental issues. In our own […]
Humans are social animals. Notwithstanding global pandemics, we prefer to spend time together. For people who move abroad for work, love, or other reasons, making acquaintances can be difficult. Quite apart from clashes between social norms and cultural expectations, how can we best form relationships in situations where we seem not to have very much […]
On the global level, businesses and consumers alike are moving towards more sustainable production and consumption. These megatrends are driven by the obvious damage caused by climate change and pollution. Put it this way, “Fire” is now an annual season in Australia and California, and there’s a patch of plastic waste twice the size of […]
Moving customers through appropriate media However, it’s worth thinking about what you want to achieve, and which channel will give you the best results. You need more than moving pictures; you need to move your customers. Your choice of channel will influence which type of messages, images, and production you’re going to need. If you’re […]
As an audience for marketing communications, they are as important, if not more important, than all other stakeholders. Employees as ambassadors So, why should you put the same effort into internal marketing and communications as into your external efforts? To put it simply, your employees are your primary brand ambassadors and marketing billboards towards the […]
And as your customers are mostly faced with the decision of who to buy from, image and reputation play a much bigger role than we are often willing to admit. Strategy and emotion mean engagement A strategically targeted and emotionally engaging campaign often also acts as an internal boost of morale. It can arm sales […]
Read More… from 20% of your marketing investment brings 80% of its value
Marko Mannonen, our Head of Digital, works with our Art Directors to create animations that bring products, services, and messages to life. Together, the Brandkind team has the expertise to take care of a wide range of animation work in-house, making communication fast and effective, and helping us meet tight schedules cost-effectively for our customers. […]
First published in Talouselämä, September 2020 “In Finland, as in most Nordic markets, we have the ability to create great, sustainable industrial solutions, but oftentimes fail to talk about them from the end customer’s point of view. That typical Finnish honesty, and occasional modesty, could often benefit from bolder marketing actions”, states Marja Peltola, the […]
Making good better From updating old copy to perfecting new material, there are several things we can usually improve to deliver a better final version. For example, we are experts at simplifying and shaping both visuals and messages into an easily understandable format – even with technically complex products. We also ensure that text and […]
Read More… from Give your marketing material a final, professional touch
What is a brief? A brief is a single document that the customer gives to their partner agency. The brief explains clearly what the customer wants the agency to do for them. It is usually presented in a briefing meeting. Just to make it clear, you read that right: the brief is a single document […]
This often includes interviews with key management figures or highlighted customer cases, to provide context and a more reader-friendly introduction. We also help create quick-to-interpret infographic summaries of key facts and figures for the casual browser. Communicating more than numbers Like most documents and publications these days, annual reports are being published online, as in […]
Well, that was a pleasant surprise! To allow us to continue to grow and develop, we commissioned Trustmary to carry out an independent customer satisfaction survey (10/2019) to gather feedback about our strengths as well as areas requiring our attention. A Net Promoter Score (NPS) of 60 is a great indicator, showing us that our customers appreciate […]
Read More… from Customer satisfaction means the world to Brandkind
