Swissbake Branding


Branding Deep Into The Organisation

Swissbake Branding

You don’t own your brand. Your customer does. While this adage has always been known to brand practitioners, it is only now becoming widely accepted by brand owners that a brand is only as strong as it is in the public’s eye.

At Spinnaker, we understand that conceptualising and delivering a brand is but one part of the equation. To create a brand that is compelling to customers and the public, it has to transcend the brand manuals. This is why we embed (we insist) into every brand project a brand induction and training session for key stakeholders and managers so that the values that are espoused in the pages are lived everyday.

For Swissbake, this took shape in the form of an easy to understand and read document, as well as a brand- equipping Swissbake “passport” used by all staff during Brand induction. Brand induction workshops are typically developed together with our clients and run by Spinnaker to allow trainers to be trained, ensuring brand stewardship long after we hand over the project.