Brand could be a name, a logo or the culture that distinguish one product or service from others. It could be accounted as an intangible asset if it is valuable, and the company owners preserve and improve in order to increase the value of the company and make it more recognizable which will result in more sales. Extroverted is defined as someone who is open, sociable and talkative, that is directed outwards. A combination of the above two in a strategy for an organization leads only to positive results. The logo and the name of the company become more recognizable, the value of the company increases which at the end will result in improvement of the position of the company and increase of sales. Moreover, the company becomes more open in new challenges, like exporting and reaching new markets, inside or outside its country, willing to explore new ways of trading, either through the internet or through resellers. The Entrepreneurship 2020 Action Plan, which is one of the highest priorities of the E.U, is built on three main pillars which are fully fulfilled by the project: 1. Entrepreneurial education and training 2. Creation of an environment where entrepreneurs can flourish and grow, and 3. Developing role models and reaching out to specific groups whose entrepreneurial potential is not being tapped to its fullest extent or who are not reached by traditional outreach for business support. Target groups a) Enterprises b) Self-employed c) VET Organizations d) Training organizations e) Chambers of Commerce f) Employers Federations Aims and Objectives The main aim of the proposed project is to provide the tools and training materials to members of the target group in order to develop an attitude of extroversion and brand their product or services, which will result to the increase of sale and the beginning or increasing of exports. Furthermore, the project aims at: • Promoting in the partner countries the culture of extroversion for an organization • Promote and develop branding strategies for the products or services of an organization • Develop a state of the art guide regarding extroversion and branding, as well as drafting a European report regarding these two sectors and their impacts in other organizations Project’s path The BRANDING EU –Branding and Extroversion of EU enterprises project aims to transfer to the target group the methodology and didactical materials (that will be adequately updated and customised for the various national contexts) of the training path and then the customised training path will be tested during a piloting activity involving members of the target group that are willing to export, increase exports or start promoting better their organization. The main phases of the project are: - EU research regarding the available tools and materials on branding and general in extroversion of an organization, advantages and disadvantages of their use and what are considered as core sectors in these two areas. Some issues that were found in a preliminary research done among the participating countries are o Efficient communication techniques o Digital and traditional marketing o Knowledge of the exporting procedures o Organization Culture development o Strategy planning o ICT techniques - Development of the training materials and guidelines for efficient branding and extroverting techniques, based on the results of the research. - Pilot testing of the materials in members of the target group in order for them to understand and develop a branding and extroverting strategy. Expected results The direct benefits of the project will be: • the availability of tested materials and techniques for the target group to adopt in order to increase sales and exports or start exporting; • the transfer of professional knowledge concerning branding strategies; • the broader dissemination and exploitation of the results The project will also lead to a number of indirect benefits, including: • the development of branding and extroverting strategy for some organizations of the target group; • greater awareness of the branding and extroverting strategies in the business people of the participating countries and Europe in general;
Context - Background Brand could be a name, a logo or the culture that distinguish one product or service from others. It could be accounted as an intangible asset if it is valuable, and the company owners preserve and improve in order to increase the value of the company and make it more recognizable which will result in more sales. Extroverted is defined as someone who is open, sociable and talkative, that is directed outwards. A combination of the above two in a strategy for an organization leads only to positive results. The logo and the name of the company become more recognizable, the value of the company increases which at the end will result in improvement of the position of the company and increase of sales. Moreover, the company becomes more open in new challenges, like exporting and reaching new markets, inside or outside its country, willing to explore new ways of trading, either through the internet or through resellers. We found that this branding and extroversion approach is lacking in SMEs, but it is necessary for the success and the available information, literature, training are not customized for SMEs, are too difficult, deep and complex for the SMEs. Our main aim was to develop and make available a comprehensive but understandable handbook and training program with developed background materials which really can help for the opened members of the target groups. Aims and Objectives The main aim of the implemented project is to provide the tools and training materials to members of the target group in order to develop an attitude of extroversion and brand their product or services, which will result to the increase of sale and the beginning or increasing of exports. Furthermore, the project aimed at: • Promoting in the partner countries the culture of extroversion for an organization • Promote and develop branding strategies for the products or services of an organization • Develop a state of the art guide regarding extroversion and branding, as well as drafting a European report regarding these two sectors and their impacts in other organizations Partnership: The partnership was formed by 5 experienced and professional organizations from 4 different EU countries representing chamber of commerce, private organizations, small and medium enterprises. All partners already offered training, education, advice & guidance to the target groups. Kisalföldi Vállalkozásfejlesztési Alapítvány - Hungary Győr-Moson-Sopron Megyei Kereskedelmi és Iparkamara - Hungary Asociación Intercultural Europea - Go Europe - Spain G.G. EUROSUCCESS CONSULTING LTD - Cyprus Tsaltampasi Apostolina and CO - Greece The main activities carried out: - National and European research O1 The main purpose of the desk and filed research was to define the main areas of interest for entrepreneurs who want to develop their branding strategy and extroversion policy, to understand the cutting edge theories, at EU and international level on branding and extroversion of the entrepreneurship approach, the perceived training needs to this, the point of view of stakeholders, intermediaries and relevant organizations. (Guidelines, best practices, literary review, interview, questionnairy, national report, final report) - Development of the Branding Hadbook O2 The Handbook was carefully constructed for existing or potential entrepreneurs, managers of SMEs and start-ups to give an overview about the necessity and importance of branding. It is not a marketing book guiding you step by step through marketing strategy and extrovert approach; however it presents the key points which show how to build up a brand. It sets out the targets which have to be fulfilled whilst creating a brand, for example: establishing a company image, name, whilst also maintaining a consistent approach throughout. (Guidelines, content deveopment, internal testing, fine tuning, translation - Development of the Methodology Pack O3 Based on the results of the Final Report of the National and European Research, the trainers guidelines was developed. This was followed by the training of trainers and the translation of the finalized materials.The developed materials provide the opportunity for the future train the trainers session. (Layout-gudelines, Trainers Guidelines content development, evaluation, fine tuning, train the trainers, finalization, translation) - Development of the Training Materials O3 Based on the results of the Final Report of the National and European Research, the training materials was developed. This was follod by the internal testing, fine tuning, translation, pilot testing and finalization of the materials. With the project implementation we reached that greater attention is focused the branding, brand building and extrovert entrepreneurial attitude. As a result of our activity it has become available a useful and effective Branding Handbook and a tested complex training program in filed of branding and extrovert entrepreneurial attitude.