TNO brand strategy

Activities by BR-ND People: Strategy (purpose, mission, vision, proposition, positioning, portfolio); Expression (brand design refresh) Culture (internal branding, values, behaviour)

Situation

TNO is an independent public research organisation. Employing over 3,500 specialists, they work together with entrepreneurs, scientists, policymakers, citizens and society as a whole to create a safe, healthy, sustainable and digitally connected society. TNO believes social, ecological and economic value go hand in hand. Technological innovation can bring health and happiness to people and the planet. This is what drives us every day.

Challenge

With over 3.500 specialists working from 9 different locations in The Netherlands a strong, convincing and consistent use of the TNO brand, both in brand communications but also in general brand expression is needed to create a convincing and attractive brand image. With a new strategic plan for 2022-2025, TNO takes up a pro-active position as an orchestrator of change, not only for the Dutch Government and large corporations but also for SME’s.

BR-ND People was asked to create a new brand book for TNO.

Approach

During the corona pandemic, we could not easily bring TNO employees together, so most of the work was done via video conferencing and hybrid sessions. Many people were involved in collecting branded materials, assessing existing narratives and jointly improving the work.

Results

BR-ND People created a new brand book in which all the elements of the brand are being aligned. Including narrative for the corporate strategy, brand positioning & portfolio, brand manifest and a full refresh of the visual brand expression. The brand book will be made available digitally to the whole organisation.