BRAND POSITIONING
Building a new brand positioning for the company was a great step. Changing how this brand was communicated and understood by its stakeholders was the biggest part of the challenge.
THE CHALLENGE
The period between 2015 and 2017 was absolutely challenging for the company. At the same time that there was high pressure over its main activity (oil &gas) on the energy segment, society has changed a lot. New social dynamics, new ways of establishing relationships between companies and individuals, it was all happening. Adding to that, Petrobras was getting out of its history's greatest reputation crisis and was reinventing itself, starting from the business strategy.
To reestablish its conversation with its stakeholders on a different basis, it became mandatory to understand the company's essence and build a new branding positioning that could respect and be faithful to its legacy while telling a new story, ready for the future.
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THE PROCESS
Through an external and internal investigation, combining a deep reflection, it was possible to discover the company's purpose. From that point, the new positioning of the Petrobras brand was built, deployed to its logistics and fuel distribution subsidiaries. This work was carried out with the support of Touch Branding consultancy.
The positioning was organized in a framework so that teams and internal stakeholders could easily understand and apply the tool.
The brand positioning was launched in November 2017. It involved great efforts in training the company's communication team (more than 500 people), engagement of leaders and internal and external communication campaigns, including content production and new communication channels.
During 2018, training classes were held for communication teams and their suppliers, whose content was adapted according to the group's process in their daily lives. More than a regular class, the methodology consisted of the practical application of the concepts so that the teams could incorporate them into the work from the following day.
Concerning the leaders, there was a specific program, leading the consolidation of the positioning in their daily discourse with the teams and triggering a collective commitment in the success of its implementation.
A specific work front was dedicated to disseminating the positioning to the business areas, such as C-level, Strategy, Research Center (R&D) and Contracting Management, Shared Services (responsible for offices architecture). The effort considered the fact that each team relates to a different group of stakeholders and that the brand image and reputation are built daily.
The content was also incorporated into the training program for new employees, contributing to the formation of the image with this group. Finally, subsidiaries and licensed companies in Brazil, Chile, Paraguay, Uruguay and Argentina have also undergone a specific training effort, maintaining the brand's unity in the markets where it is present.
Detailed manuals were published on the brand's website, available to internal audiences and suppliers, covering the application of positioning to the brand's verbal and visual identity and guidelines for practical application in each communication process.
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RESULTS
The new brand positioning was launched to the public in a large integrated communication campaign in late 2017, with specific efforts for internal and external audiences.
In 2018, the company was awarded a grand prize in the Brazilian market, the Aberje Especial Award - Image and Reputation for its performance in internal communication, branding, image and reputation.
Since then, the Petrobras brand's value has grown by around 5%, reaching R $ 3.18 billion in 2020 (approximately USD 600 million - Interbrand ranking).
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MY ROLE & DEVELOPED SKILLS
Responsible manager - Branding
Project premises & structuring
Negotiation with C-level and related areas
Team management
Group facilitation & instruction
Change Management
* Project conducted in proud partnership with Eraldo Carneiro, Tiago Pereira, Priscila Norcia, Henrique Paes, and Augusto Tirre.
