Letting our spirit shine over the informiQ brand
- Karin Askeroth
- Jun 30
- 2 min read
A while ago, we saw the need to rework our brand, to better show who we are and what we can offer. We asked Andreas Grönvall Mikkelsen, who led the brand work, about the how’s and what’s of the work that was done.
Written by: Andreas Grönvall Mikkelsen & Karin Askeroth
What made you decide it was time to rework the informiQ brand?
Our message and offering was a bit unclear and shattered. We saw a need for an update that better incorporated the needs and expectations of our audiences. But we also wanted to let our spirit shine its light over the brand a bit more.
What goals did you have for the branding project?
The main goals are to create clarity and consistency. That will let us focus and align our activities and communication much stronger. To achieve this, we defined several goals in different areas. For example, the goals consider our clients and employees, but also what we do in our social media channels. We’ll follow up on the goals over time.
What did you want the informiQ brand to communicate to our audiences?
One important activity was to define and agree on our core values. By doing this, we could more easily use them to communicate who we are and how we work. Another major aim was to reconsider our offering and agree on how we should communicate it, to make it easier and more inspiring for our audiences.
Core values are very much about our reasons to be, our culture, what we’re good at, and how we make our audiences understand all of this.
What did the branding process look like – what steps did you go through?
We conducted an employee survey and did an inventory to see what we had and what we’ve done over the years. There were some recurring and integrated main activities during the work. For example, we interviewed key stakeholders and ran several creative workshops. It was an agile process in which we had to take care of ideas and stuff that popped up.
How did you involve your informiQ colleagues in the branding journey?
Mainly through the employee survey and the workshops. But several of the employees were also participating in meetings where we went through strategy, ideas, proposals, and goals. We encouraged employees to provide feedback and to challenge our suggestions.
What was the most challenging part of the project?
As we came closer to our rebranding launch, we found out that some vital pieces of content were missing, so we needed to spend more time doing research, workshop, and to create that content. The launch was pushed a few weeks and that required resources, additional time, and extra patience!
How did you decide on the core values and messaging for the informiQ brand?
Core values are very much about our reasons to be, our culture, what we’re good at, and how we make our audiences understand all of this. Regarding our messaging, that’s where everything in the rebranding work comes together – in its essence, messaging is prioritized and selected strategic activities with certain goals, translated into the right kind of communication to our audiences.
