Founded in 2014, and backed by Tencent, WeBank targets unbanked and underbanked individuals and SMEs with financial services that include loans, deposits, and investments. To establish a distinct overseas technology brand with a global corporate image to go beyond Chinese market and the digital banking territory, Labbrand collaborated with WeBank to create a holistic branding solution. The solution encompassed brand positioning, identity development, and strategic communication planning. By leveraging WeBank’s heritage and expertise in banking, the new brand (OPENHIVE) seeks to break stereotypes associated with Chinese enterprises and become a leading force in the finance and technology industry.

Challenge

The branding challenge for the new brand creation involved two key aspects. Firstly, it needed to be positioned as a separate brand, distinct from WeBank, while avoiding any banking-only attributes. Secondly, the new brand had to convey a global corporate image and counter the common stereotypes associated with Chinese enterprises. Overcoming these challenges was crucial to establish the new brand as a trusted and innovative brand in the international market.

Solution

The branding challenge for the new brand creation involved two key aspects. Firstly, it needed to be positioned as a separate brand, distinct from WeBank, while avoiding any banking-only attributes. Secondly, the new brand had to convey a global corporate image and counter the common stereotypes associated with Chinese enterprises. Overcoming these challenges was crucial to establish the new brand as a trusted and innovative brand in the international market.

In response to the holistic branding challenges, Labbrand developed a comprehensive solution consisting of brand positioning, identity development, and strategic communication planning.

Phase 1: Strategy

Through extensive research and analysis, Labbrand gained a comprehensive understanding of WeBank’s strategy and brand essence. This groundwork enabled the identification of key brand elements that formed the basis for the new overseas brand’s positioning strategy. To validate and engage stakeholders, Labbrand facilitated face-to-face working sessions and conducted interviews. This collaborative approach ensured alignment on brand positioning, collected valuable feedback, and deepened the understanding of diverse stakeholder needs.

Phase 2: Brand Identity

Building on the strategic foundation, Labbrand’s naming experts developed a strong English brand name that resonates globally. The selected name OPENHIVE captures the new brand’s mission to enable and facilitate digital transformation. In parallel, Labbrand’s design team created a distinctive Brand Signature (Logo) that embodies the essence of collaboration, connectivity, and a better digital future. The visual identity ensures cross-market performance and adaptability across various media platforms.

Phase 3: Communication

To effectively introduce OPENHIVE to internal and external audiences, Labbrand crafted a comprehensive communication plan. This plan aimed to activate the brand, engage the network, and create a maximum impact. It encompassed an overarching communication approach and diverse ideas for marketing, communications, and brand teams. By deploying the communication plan, OPENHIVE could gain traction, foster engagement, and create a strong brand presence among stakeholders.

Results

The holistic branding solution implemented by Labbrand has successfully positioned OPENHIVE as a separate and influential brand in the global digital transformation landscape. By effectively conveying the new brand’s purpose and message, OPENHIVE has gained traction and engaged stakeholders across various markets. The distinctive brand name and visual identity have helped OPENHIVE break free from banking stereotypes and establish itself as a leader in the finance and technology industry. The strategic communication plan has enabled OPENHIVE to generate impact, garnering attention from internal and external audiences alike.

With Labbrand’s support, OPENHIVE is empowered to navigate the global market, drive digital innovation, and challenge industry norms. By embracing its unique positioning and global brand image, OPENHIVE is poised to shape the future of digital transformation on a global scale.