EMUN brand repositioning

The EMUN cooperative was founded in 1997 with the aim of promoting the Basque language in the workplace. 15 years on EMUN’s portfolio of services has diversified to include and cover language, culture, immigration and social inclusion. Consequently, EMUN approached di-da to develop a communication plan that would enable EMUN to make the significant step of strategically positioning itself as the leading consultancy in its field, and we of course, were happy to help.

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Brand Audit

We conducted an in-depth brand audit that led to clear and concise conclusions. From a competitive point of view, EMUN has key distinguishing characteristics: they are the market leaders in Basque language strategies and they live and breathe Basque culture and social inclusion. They have a strong brand image shaped by an approachable personality and in turn, companies are ready to invest in contracting EMUN to offer specialised training. From an identity perspective EMUN is seen as a professional, innovative and strong team.

Brand Positioning

Taking into account that EMUN’s clients are predominantly medium to large companies from different sectors, the challenge was to strategically define the EMUN brand in a way that would be understood by all. “EMUN is a professional consultancy offering language management, cultural development, diversity and social inclusion services from a Basque perspective”. EMUN can confidently justify these credentials and can count on a long list of clients ready to verify EMUN’s professional approach and experience.

Corporate Identity

In order to encompass EMUN’s personality and to add value to the EMUN name, we created the tagline: “Euskara eta berrikuntza soziala” (Basque language and social innovation). The symbol is a speech bubble that is drawn from the ‘heart’ of the letter ‘e’ (E for Euskara and E or EMUN). It is flipped 180º to represent that EMUN listen to the client’s voice first and foremost, before offering their profesional advice. The licensed typeface used is Sansa Condensed (Ourtype), and the corporate colour is a deep purple symbolising confidence, elegance and quality. Whatsmore, the corporate colour purple is the result of a fusion of the 4 colours that represent EMUN’s 4 different departments (blue, yellow, red and green).

Brand Implementation

On 20th June 2013, the new corporate identity and tagline was unveiled at a press conference in Bilbao. Going forward, the EMUN team consisting of over 80 employees, will develop the branding campaign in every aspect of their work, following our guidelines and recommendations. We have full confidence in the efficiency of the EMUN team, that they will effectively execute the professional branding strategy.

To find out more:

EMUN homepage: www.emun.com
EMUN blogs: Hizkuntza Zerbitzuak, Kultura Zerbitzuak, Immigrazio eta Aniztasun Zerbitzuak.
EMUN on twitter: Emun Aholkulariak, Hizkuntza, Kultura, Immigrazio eta Aniztasuna.