YOUR STYLE. YOUR FLOOR.
BRAND HANDBOOK
INTRODUCTION
Dear Reader This handbook introduces the BOEN brand – what it should stand for and what we want to become in the future. We currently face some tough competition and we need to ensure that we work well together. As a fundamental part of this mutual effort, we have been working on a project to clarify BOEN’s brand position, and we have been doing so with a clear goal in mind – that of becoming the preferred supplier of parquet and hardwood flooring for customers and consumers across the world. BOEN’s competitive strength is influenced and created by all of our employees – from those who work in our factories and offices around the world, and those members of our sales force – in daily encounters with our customers. It is, therefore, crucial that everyone in the company has an understanding of BOEN’s brand position; because, to to create a strong brand, it is essential that the brand platform constitute the basis on which we perform our actions in everyday life, as well as the foundation of all external efforts, i.e. communication, sales promotions and innovation. The brand strategy outlines what we stand for, the promises we offer to the market and the direction in which we are headed, moving forward. To build a strong, differentiated and attractive flooring brand – together. Through the following pages, you will find a detailed description of the brand strategy and guidelines for implementation. It is important that each and every one of us understands the content of the brand platform, and reflects upon the following question carefully: “What does this mean for me, in my job?” I wish you all the best of luck!
7406-R22B COLOURS BY JOTUN
Geir Wåland President of the BOEN brand
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BRAND ESSENCE BRAND EXPERIENCE
BRAND ESSENCE The brand essence describes the role we as a flooring brand should take in the market – what we should be all about and have focus on in everything we do.
THE INTERIOR ADVISOR BOEN is the INTERIOR ADVISOR for those conscious of style and coherence in interior decoration and quality. BRAND EXPERIENCE
The brand experience describes the experience that we want our customers and consumers to have when being in contact with us and the BOEN brand. It governs the all the contact points that we have with the outside world.
Buying Boen I express that I have a passionate touch for style and a conscious focus on interior design and quality.
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BRAND MISSION
The brand mission describes what we should focus on and create of value for our customers and consumers – every day.
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We create value for our customers by: Helping people find and fulfil their personal interior style.
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BRAND VISION
The vision describes what we want to create and achieve, what we should aim for in all we do, every day.
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Style awareness in every room
BRAND VALUES
Our values are the words and concepts that should colour our way of thinking and acting. They should govern our judgements, our behaviour and our decision-making. BRAND VALUES
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Interior conscious
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End user oriented
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Innovative made from diversity
BOEN is conscious on interior style and design
BOEN is made up from society so we are close to the customers and consumers. We understand trends and development in architecture, style, fashion and interiors.
BOEN is international and recognize that people are different with different styles and habitat. We dare to challenge, lead on and think different in our effort to fulfill their personal interior style.
CORPORATE VALUES
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Respectful
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Dynamic
We are honest and reliable.
We believe in people.
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BRAND PROMISES
As a customer of BOEN, we promise you:
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To inspire and guide you to decorate your rooms with a variety of design and features through products and advice related to clear interior styles.
BRAND PLATFORM
BRAND MISSION
BRAND VISION
We create value for our customers by: Helping people find and fulfil their personal interior style.
Style awareness in every room.
BRAND ESSENCE THE INTERIOR ADVISOR Boen is the INTERIOR ADVISOR for those conscious of style and coherence in interior decoration and quality.
BRAND EXPERIENCE BRAND VALUES Interior consciousness End user oriented Innovative made from diversity
Buying Boen I express that I have a passionate touch for style and a conscious focus on interior design and quality.
BRAND PROMISE As a customer of BOEN, we promise: To inspire and quide you to decorate your rooms with a variety of design and features through products and advice related to clear interior styles.
CORPORATE VALUES Resepctful – We are honest and reliable Dynamic – We believe in people
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GUIDING PLATFORM ASSORTMENT
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The management platform for assortment is our framework when developing and managing our product portfolio, as well as in our innovation efforts.
ESSENCE
What should be the driving forces in our future R&D and portfolio management
FOCUS
What shall we first and foremost focus on when developing new products and concepts
PRINCIPLES
Which principles should we follow and live by when continuously developing our product range?
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Quality wooden floor and related products clearly connected to prevailing styles and trends in architecture, interiors and design
In development of our assortment we shall particularly focus on: 1. Styles, history and trends in architecture, interiors, fashion and design 2. Development and production within clearly defined and out-spoken quality standards
In BOEN: 1. All our products must meet our clearly defined minimum requirement for quality 2. We develop and categorize our products and concepts in line with clearly defined interior styles and -trends 3. We cooperate with recognized interior designers and trendsetters, 4. We base all our innovation on market facts, consumer insight, interior design competence and trend knowledge 5. All innovation should create added value for our customers and for our selves 6. All new products should be launched with clear sales- and profit targets
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GUIDING PLATFORM CORPORATE CULTURE
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Strategy is just a word until such time as it leads to practical action. Our future and our competitiveness depend largely on the culture we create and the people who work for us. Because it’s the sum of each action performed by all of us on a daily basis that create a strong brand identity. To ensure that we come across as we wish, we have prepared some guidelines for the culture and behaviour adopted within our business.
ESSENCE
What should be the driving force in our culture and identity
FOCUS
What shall we focus on and cultivate internally?
PRINCIPLES
What principles / maxims are we going to live by?
Our culture shall be characterized by interest for interior design and -styles, enthusiasm, profit orientation and implementation capacity
We should cultivate knowledge and interest in architecture, interior, trends and design
As a Bauwerk Boen employee
As a Boen Brand Ambassador
We do as we say
We are passionate about architecture, interior, trends and design
We behave with respect and empathy We care for our environment We are goal oriented
We understand society, markets, customers and consumers We are creative, open and change willing
We continuously improve We make decisions based on facts, teamwork and involvement We implement decisions
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GUIDING PLATFORM COMMUNICATION
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To consolidate our position and competitive strength, it is important to communicate simply, clearly and consistently over time. We have, therefore, worked on developing a platform describing what should be the essence of our marketing communications. It is important that everyone working in or with BOEN is clear of our message and what we wish to convey.
CHALLENGE
What is our major communicative challenges
CORE MESSAGE
What do we fundamentally want to tell/communicate about our brand
PROMISES
Which promises do we want to front in our communication?
TONE OF VOICE
With what tone of voice should we communicate?
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Clearly position Boen as the parquet brand for the style conscious and comprehensive interior oriented
The floor is a crucial part of the house’s interior, style and expression. With Boen parquet you demonstrate a clear touch of style and a conscious focus on architecture, interior design and quality
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Distinct design, related to clear interior styles Solid and thoroughly quality tested Easy to install Long lasting
Warm, personal and close Informal and vibrant Intelligent and somewhat abstract Style conscious and consistent
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GUIDING PLATFORM VISUAL IDENTITY AND SYMBOLISM
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To ensure that our visual appearance falls in line with the brand strategy, we have developed a platform that sets out the framework for our visual presentation. The platform will function as a management tool for anyone working with the visual identity and staging of the BOEN brand. If we are to ensure our visual coherence and consistency, it is essential that everyone who works with the visual presentation of BOEN follows this platform.
CORE MESSAGE
What do we visually want to express with our brand?
EXPERIENCE
What kind of experiences do we want to create through our symbols and visual appearance?
TONE OF VOICE
With what tone of voice should we present our selves?
IDENTITY ELEMENTS
What elements should front our identity?
Our visual identity and symbolism shall express Boen as a creative, style conscious and competent company
Through the way we present our selves, we shall create an experience of being conscious and confident about interior styles, architecture, fashion and design
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Warm, personal and close Informal and vibrant Intelligent and somewhat abstract Style conscious and consistent
Elements Logo Design element Colour scheeme Typography Foto style Sound
Objects Coporate identity In store concept Advertising/commercials Internet/home sight Sales tools
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