Client
Heymat
OUTCOME
– New brand platform
– New brand strategy
“Through the collaboration with Brand Valley, we have built a solid brand platform that clearly communicates the core of the Heymat brand. This is valuable to ensure the right direction in our internal processes, but also externally in our collaboration with external stakeholders to help us build the brand.”
A NORth norwegian BRAND FOR THE INTERNATIONAL MARKET
Client
Heymat is a Norwegian producer of design products for the floor. The company was established in Mo i Rana in 2015. Their products have a unique combination of durability and efficiency in use, while still being aesthetic and made out of sustainable materials. Heymat has successfully gained a significant position as an interior supplier in Norway, as well as exporting products to elsewhere in Europe, America and Asia.
Ambition
The ambition of the project was to clarify what kind of brand Heymat is going to be, and how it should be built towards the international market. Our client also wanted to increase internal competence on branding within the organisation.
Context
The project was introduced as the organisation was planning an international expansion of their product range. To succeed internationally as a brand, one must sharpen the communication and marketing. The project was commenced in May 2020, which meant that interaction had to take place through digital platforms due to the Covid-19 pandemic restrictions.
Approach
Initially, we completed a pilot project, exploring how the brand is perceived by the German-speaking recipients. In this phase, we collaborated with Identity Lab, which is based in Munich and Vienna. Their task was to go through the marketing material and provide feedback on how they perceived Heymat.
Figure 1: Digital workshop with Identity Lab and Heymat to explore how Heymat is percived by German-speaking recipients.
The response was very positive, although some challenges were identified. One of them was that Heymat was in-between two categories: the door mat and the carpet. This was similar feedback that Heymat had obtained while they were establishing themselves in the Norwegian market. To overcome this, the products of Heymat are not going to be referred to as a doormat or a carpet. The product should rather be referred to as «a Heymat» - a niche product - that has the robustness to withstand rough consumption over time, while containing aesthetic quality.
Accordingly, we initiated an insight phase, analyzing Heymat’s material and relevant social trends. The analysis gave information and insight to outline three potential brand personalities. These were explored together with Dr. John O’Reilly, one of our UK-based collaborators, as well as Heymat’s designer. To further explore the potential of the personality, Heymat employees were all engaged so as to reflect on what the change in identity would mean for their daily activities. The three potential brand personalities were also tested on international PR agencies.
Outcome
Figure 2: The cover of Heymat’s new brand platform.
Through close collaboration with Heymat, we worked towards the completion of a brand platform and a brand strategy. The final brand platform was delivered in English with the chosen tone-of-voice and identity. Heymat designed the platform, while we worked on the structure and text. The result was the platform “Hi! We are Heymat”. This gave them a shared foundation of understanding the brand internally and externally, to ensure that brand identity and operations in all parts of the business are well anchored.
We are exceedingly grateful for our collaboration, as well as excited for what the future brings for Heymat. We have great faith that “a Heymat” will be found in many homes throughout the world in a fairly short time.
Figure 3: Excerpt from Heymat’s new brand platform.