For commerce & services

Comeos represents the Belgian commerce and services. Their members are active in 20 sectors and sell to companies or directly to consumers. The sectors represent 11% of the gross national product and employ over 550,000 people, which makes commerce & services the largest employers in the private sector. Comeos delivers customized services to its members and is a knowledge and networking platform that wants to stimulate the dynamics of commerce.

  • Client:Comeos
  • Industry:Commerce & Services
  • Services delivered by Lemento:Corporate branding
The organization was formerly known as Fedis or ‘the Federation of the Distribution Sector’. Our analysis clearly showed that this name no longer represented what the organization stood for, namely the complete sector of commerce and services. The organization was also largely unknown and its services were not clear to its members. A name change was necessary to revitalize the image of Fedis. The new corporate identity also had to reflect the strategy and vision of the organisation. Furthermore, the development of a positive and proactive communication policy was necessary in order to position the strong brand in the market.

After approval of our strategic advice, we started to translate this into a creative idea. The result is a new name, baseline, logo, corporate identity and communication policy.

Through desk research and interviews with the key stakeholders such as journalists, members and future members, we obtained insight into the current image. The results from the analysis gave us a clear direction of what was wrong in the current positioning and what had to change in the future. Based on these results Lemento developed a new communication strategy for Comeos, a brand architecture and a new brand positioning summarized in the baseline ‘for commerce and services’.

Next, Lemento created a new name, a logo and a corporate identity. The verbal communication was also revised and adjusted to the new style and positioning. Trainings were set up for all the employees. With the help of workshops and several concrete examples the new verbal style was communicated to the employees. The result? A successful rebranding: a new, strong brand is born!

Is your company ready for a corporate rebranding?
Then Lemento is the right partner for you!

We have a lot of knowledge and experience, and that is not surprising. Since the start of Lemento we have focused on corporate branding. Strategy and creation go hand in hand. Moreover, “business awareness” is one of the reasons why clients often choose us. Companies in chemistry, pharma, ICT or other complex sectors very quickly feel at home with Lemento. This has to do with our analytical insight and commitment. Because we are convinced that without detailed knowledge, you can never develop a strong brand. Oh yes, the friendly atmosphere in which we realize our projects also plays a role.

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