BRANDING EU – Branding and Extroversion of EU enterprises

Context - BackgroundBrand could be a name, a logo or the culture that distinguish one product or service from others. It could be accounted as an intangible asset if it is valuable, and the company owners preserve and improve in order to increase the value of the company and make it more recognizable which will result in more sales.Extroverted is defined as someone who is open, sociable and talkative, that is directed outwards.A combination of the above two in a strategy for an organization leads only to positive results. The logo and the name of the company become more recognizable, the value of the company increases which at the end will result in improvement of the position of the company and increase of sales. Moreover, the company becomes more open in new challenges, like exporting and reaching new markets, inside or outside its country, willing to explore new ways of trading, either through the internet or through resellers.We found that this branding and extroversion approach is lacking in SMEs, but it is necessary for the success and the available information, literature, training are not customized for SMEs, are too difficult, deep and complex for the SMEs. Our main aim was to develop and make available a comprehensive but understandable handbook and training program with developed background materials which really can help for the opened members of the target groups.Aims and Objectives The main aim of the implemented project is to provide the tools and training materials to members of the target group in order to develop an attitude of extroversion and brand their product or services, which will result to the increase of sale and the beginning or increasing of exports.Furthermore, the project aimed at:• Promoting in the partner countries the culture of extroversion for an organization• Promote and develop branding strategies for the products or services of an organization• Develop a state of the art guide regarding extroversion and branding, as well as drafting a European report regarding these two sectors and their impacts in other organizationsPartnership:The partnership was formed by 5 experienced and professional organizations from 4 different EU countries representing chamber of commerce, private organizations, small and medium enterprises. All partners already offered training, education, advice & guidance to the target groups. Kisalföldi Vállalkozásfejlesztési Alapítvány - HungaryGyőr-Moson-Sopron Megyei Kereskedelmi és Iparkamara - HungaryAsociación Intercultural Europea - Go Europe - SpainG.G. EUROSUCCESS CONSULTING LTD - Cyprus Tsaltampasi Apostolina and CO - GreeceThe main activities carried out:- National and European research O1The main purpose of the desk and filed research was to define the main areas of interest for entrepreneurs who want to develop their branding strategy and extroversion policy, to understand the cutting edge theories, at EU and international level on branding and extroversion of the entrepreneurship approach, the perceived training needs to this, the point of view of stakeholders, intermediaries and relevant organizations.(Guidelines, best practices, literary review, interview, questionnairy, national report, final report)- Development of the Branding Hadbook O2The Handbook was carefully constructed for existing or potential entrepreneurs, managers of SMEs and start-ups to give an overview about the necessity and importance of branding. It is not a marketing book guiding you step by step through marketing strategy and extrovert approach; however it presents the key points which show how to build up a brand. It sets out the targets which have to be fulfilled whilst creating a brand, for example: establishing a company image, name, whilst also maintaining a consistent approach throughout.(Guidelines, content deveopment, internal testing, fine tuning, translation- Development of the Methodology Pack O3Based on the results of the Final Report of the National and European Research, the trainers guidelines was developed. This was followed by the training of trainers and the translation of the finalized materials.The developed materials provide the opportunity for the future train the trainers session.(Layout-gudelines, Trainers Guidelines content development, evaluation, fine tuning, train the trainers, finalization, translation)- Development of the Training Materials O3Based on the results of the Final Report of the National and European Research, the training materials was developed. This was follod by the internal testing, fine tuning, translation, pilot testing and finalization of the materials.With the project implementation we reached that greater attention is focused the branding, brand building and extrovert entrepreneurial attitude. As a result of our activity it has become available a useful and effective Branding Handbook and a tested complex training program in filed of branding and extrovert entrepreneurial attitude.