PAPIER.BE

Challenge

Paper Chain Forum is a platform for information on the sustainable relationship between the paper chain and the environment has a corny image of a lobbying organisation and lacks credibility

There is a need for a renewed mission, vision, name, brand identity, and brand perception that makes the organisation socially relevant again

Approach

• Rethink existing mission, vision, and name
• Develop brand strategy and communication plan to communicate the new mission and vision to target group(s) and positively influence/ enthuse them about the paper chain

Identify and close the gap between the current situation and the desired situation with:

• environmental analysis
• workshops around mission – vision – name
• new value proposition and building the brand identity and experience on this:
• new name ‘Papier.be’ & tagline ‘natural’
• new brand strategy: positively influencing experts, opinion leaders, and decision-makers about the role and importance of paper for people, the environment, and the climate
• giving target groups a face and defining their behaviour in persona
• relevant messages per persona
• define channels to reach the personas
• new house style and communication carriers