As part of its strategic realignment, Osram spins off its traditional lamps business in 2015. The new company, LEDVANCE, is one of the world's leading suppliers of LED lamps and luminaires, smart home and smart building solutions and traditional lamps for both professional users and consumers. The corporate strategy aims to strengthen the core business (»light today«), invest in future technologies (»light tomorrow«) and enter new markets (»beyond light«).
On the basis of the new business model, Truffle Bay has been commissioned to develop a brand identity for LEDVANCE that reflects the company's strategic orientation and, in a second step, to formulate the employer branding strategy in the form of an employer value proposition.
A comprehensive analysis of the corporate strategy and culture provides a comprehensive information basis for the development of the brand strategy. For this purpose, internal market research studies, expert interviews with executives, customers and international sales partners as well as a comprehensive competitive analysis were used. The examination of the corporate culture clearly shows where there is a need for change in the mindset of the organization with regard to the implementation of the new strategy.
Experience: Internal branding
The brand positioning combines – in line with the new name LEDVANCE – tradition and proven strengths in the core business of lighting with the forward-looking, ambitious claim and »purpose« of assuming a pioneering role in the future of lighting technology in a networked world. This attitude results in the brand promise »Advancing light« and the brand values »Winning together«, »Striving for excellence« and »Breaking new ground«.
The employees are introduced to the strategic orientation and positioning of LEDVANCE through various formats in direct exchange and with the help of physical information packages. In addition, the brand values are continuously taken up in internal and external communication and linked to the strategic initiatives of the company.
The employer brand is consistently derived from the corporate brand and builds on its values. The employer promise »Advance with us« results in concrete offers and requirements for existing and prospective employees of the company. In conjunction with the brand values, it also shapes the company's self-image as an employer. By anchoring it in HR instruments, structures and processes along the employee lifecycle, the employer brand makes a decisive contribution to a cultural change towards more agility and innovative strength in the company – the central fields of action identified in the cultural analysis when further developing the consensus-oriented, rule-based and rather risk-averse cultural mindset.
LEDVANCE cultural analysis and fields of action, 2016
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test