Mylène van Wijk: “What is your organisation‘s right to exist?”

12. December 2023

Mylène van Wijk: “What is your organisation‘s right to exist?”

It is essential to create a brand in order to keep a loyal and customer focused relationship. But which are the steps to take in order to become a brand? Let it be explained to you by Mylene van Wijk, Marketing and Communicatie Manager at coeo.

Redaktion: The definition of brand is…?

Mylene van Wijk: A brand is more than just a name and logo. At coeo, when we think of a brand, we think of our identity that we project both internally and externally. Our brand is about who we are, what we are really good at and what the world needs. It is part of our long-term strategy and can be recognised by our customers, our employees, and other stakeholders.

Redaktion: “Brand” and “USP” differ in...?

Mylene van Wijk: A “brand” and “USP” differ in authenticity from other players in the market. Whereas a brand is about who you are and what you do, a USP stands for that extra level: where do you excel as a company? What unique value do you add for your customer, why do they specifically choose your brand? A USP is a tangible aspect that evolves from your brand.

At coeo, we differentiate ourselves by not taking the traditional path of credit management, which is also reflected in our branding. Not only do we approach the market from a modern marketing perspective and innovative view, but we also focus on further trends, technology and empathy. Our IT-driven DNA shines through in our services, on our (online) platforms and original content.

Redaktion: The most important aspect of creating a brand is…?

Mylene van Wijk: In creating our brand, we first map out that what we want to represent matches our mission, vision and core values. What is your organisation's right to exist and what are your customer's needs? What is the long-term goal? coeo wants to be a leader in solving late payment problems in Europe and ensure the maintenance of good customer relations. Innovation, quality and personal is at the heart of this.

We make sure this is carried by every department in the organisation and thus translated into all our activities and touchpoints. Marketing then ensures that this is communicated to the outside world in visual and textual expressions.

Redaktion: Attributes that should definitely be attributed to a brand are…?

Mylene van Wijk: Attributes that should definitely be attached to a brand are recognisability and value creation for your target group. Then you need to translate it into your activities and your own style of communication with visual and textual aspects.

Redaktion: Creating a Brand means in one sentence…?

Mylene van Wijk: For coeo, creating a brand means expressing our innovative DNA and creating a unique, customer focused experience.

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Mylène van Wijk: “What is your organisation‘s right to exist?”

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