objective

The new organisation needed a name and a strategy that could help build a position as an international brand. They wanted to include everyone involved in the company to make sure the new concept was well anchored internally.

TYPE OF PROCESS

• Branding

• Positioning

APPROACH

The plan was to run this as a series of three workshops, starting with the name and then moving on to positioning. The first workshop, facilitated by Brand Valley, was planned to run a full day in Ålesund on 13 March 2020.

On 12 March, the Norwegian government announced a national lockdown due to the Covid-19 pandemic. To avoid coming behind schedule, the workshop had to be quickly set up online. As this was the first project the team did together, solving it all digitally was an exciting creative challenge that had to be done.

For a period of three weeks, we conducted a weekly two-hour session with brainstorming, research and discussions before the team voted on names.

The next time Brand Valley met the Varda Care team, we had the opportunity to do so in person. In this physical workshop, we explored a potential position. During two intensive days, we worked our way through customer needs, stories to be told, and where Varda Care see themselves in the landscape of other technology and healthcare organisations.

Impact

• The name that reflects the company’s desire to help people stay one step ahead and contribute to knowledge and security about their own health

• Revised brand platform