UMG Brand Manual

BRAND MANUAL

GUIDELINE FOR UMG BRAND

1 UMG Brand Manual

BRAND MANUAL

2016

2 UMG Brand Manual

TABLE OF
CONTENT

INTRO 09 Introduction to Branding
12 Myanmar at Glance
CHAPTER 01 15 About UMG
BRANDING OF UMG
17 Owner’s Big Idea
18 Brand Soul
19 UMG Brand Vision
20 UMG Brand Mission
21 UMG Brand Foundation
22 Our Corporate Values
23 Our Corporate Cultures
24 Our Corporate Tagline
25 Brand Personality Traits
26 Brand Promise
27 Brand Structure
29 UMG Brand Corporate Application Guideline:

Corporate
30 UMG Brand Corporate Application Guideline:

Subsidiaries & Affiliates
31 Product Brand Development Guideline
33 UMG Brand Building Principles

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CHAPTER 02
STRATEGIC ASPECT

36 Management Commitment
37 Management Shareholder Commitment
38 Organizational
39 The Importance of Human Resource in UMG Branding

Process
40 Internal Marketing Wheel
41 Internal Branding Strategy

CHAPTER 03
UMG BRAND COMMUNICATION STRATEGY

43 Brand Communication Objective
46 Internal Brand Communication Development

47 Internal Brand Communication Development #01
49 Internal Brand Communication Development #02
51 Internal Brand Communication Development #03

52 External Brand Communication Development

53 External Brand Communication Development #01
54 External Brand Communication Development #02

CHAPTER 04
ACTION PLAN MATRIX

56 Brand Development Ecosystem
57 Action Plan Matrix
59 Brand Evaluation

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CHAPTER 05
UMG CORPORATE GRAPHIC STANDARD MANUAL

61 Introduction

62 Vision & Mission
63 Value
64 I am UMGian

65 Basic Element

66 UMG Brand Signature
67 Signature Element
68 Primary Signature
69 Primary Signature Without Tagline
70 Minimum Clear Space
71 Signature Size
72 Signature Colour
73 Secondary Signature
75 Framed Signature
76 Corporate Colour Palette
77 Signature Colour Over Background
78 Secondary Colour Palette
79 Black & White Signature Colour
80 Unaccaptable Usage
83 Supergraphic

84 Fonts

85 Primary Typeface
86 Secondary Typeface
87 Font Standard Headline

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CHAPTER 05
UMG CORPORATE GRAPHIC STANDARD MANUAL

89 Corporate Items

90 Business Cards
94 Letterhead
95 Envelope
96 Large Envelope
97 File Folder
98 Presentation Tool
99 Identity Card
100 Company Flag
101 Company Signage
102 UMG Signboard

103 Brand Communication

104 Introduction
105 Photographic Style
106 Photographic Style 2
109 Horizontal Media
110 Extreme Horizontal Media
111 Vertical Media
112 Extreme Vertical Media
113 Standard Layout
115 Banner
116 Brochure

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CHAPTER 05
UMG CORPORATE GRAPHIC STANDARD MANUAL

118 Brand Communication for Subsidiaries

119 Introduction
120 Umg Signature : Member
122 Umg Signature Placement
123 White Stripe Placement
125 Brand Signature for Regional Corporate Subsidiaries

126 UMG Office Map
128 Collateral Communication
149 Sign System

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8 UMG Brand Manual

BRAND
MANUAL

DEFINITION

A Brand Manual is the physical manifestation of the
whole branding concept and strategy. It’s a guiding
document to guide the Brand into consistent set of
representations.
Brand Manual consist list of guidelines such as brand
strategy, brand personality, brand soul, brand promise
to visual identity guidelines.

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BRAND IS
THE DNA

AND REPUTATION OF ANY
ORGANIZATION

A brand image is built by perception. It is the
expectation people have about your before
they do business with you, and the experiences
they have when they do, that form of your
reputation.

In today’s digital era consumers control the
conversation. It is not what you say about you yourself,
but stories others tell about you.
Today’s consumers expect a brand to go the extra mile
to provide an experience.
Reaching full business potential means fully aligning
and integrating the brand promise with all aspects of
business operations.

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BRAND
DEVELOPMENT
STEPS

BRAND
FOUNDATION

BRAND

COMMUNICATION

BRAND
EVALUATION

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MYANMAR
AT GLANCE

• Myanmar is currently in a triple • Myanmar’s economy is estimated to
transition – from an authoritarian have grown by 8.3% in FY2013/14,
military system to democratic driven mainly by construction,
governance, from a centrally directed manufacturing, and services. The
economy to a market-oriented economy is projected to expand
economy, and from 60 years of further by 8.5% in FY2014/15, led by
conflict to peace in its border areas. gas production and investment.

• As the largest country in mainland • In FY2013/14, the country’s GDP
Southeast Asia, Myanmar has one of was estimated at $56.8 billion. The
the lowest population densities in the population is 51.4 million (national
region, with fertile lands, significant census conducted in March/April
untapped agricultural potential, 2014), the country’s per capita GDP
and a rich endowment of natural is around $1,105.
resources.
• World Bank : poverty rate estimates
• Since 2011, the government as high as 37.5 percent.
has embarked on an ambitious
economic, political and governance • Most social indicators are still
reform program. remove economic relatively low.
distortions, such as floating the
currency, new fiscal regulations t, • Telecommunications and internet
liberalizing the telecommunications access are also very limited. About
sector, reforms aimed at developing 73% of the population lacks access
the private sector and stimulating to electricity. The consumption of
direct foreign investments, a review electricity– 20 times less than the
of the financial sector, promotion global average. Existing power
of access to finance, and creating infrastructure meets only about half
an environment conducive to job of the current demand
creation.

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LOW POWER
DISTANCE

MODERATE HIGH
INDIVIDUALISM UNCERTAINTY
AVOIDANCE
THE CULTURE
OF MYANMAR

LOW MODERATE
MASCULINITY LONG-TERM
ORIENTATION

BASED ON HOFSTEDE’S CULTURAL DIMENSION*

Power Distance Uncertainty Masculinity Time Orientation Individualism
Avoidance
Power distance (PD) This dimension reflects the Individualism reflects the
reflects the degree to Uncertainty avoidance Masculinity (MAS) reflects degree to which short- degree to which personal
which hierarchy and (UA) reflects the degree of the degree to which tough term pain is accepted in independence is valued
unequal distributions of comfort with ambiguous and assertive behaviour is return for long-tern gain. over group membership.
powers are accepted. situations and the extent encouraged. A society scoring high on
to which efforts have been Societies with short-term IND values personal goals,
A high PD score implies a made to minimise or avoid Conversely, feminity (FEM) orientation (STO) will be initiative, autonomy and
prevailing acceptance of these situations. encourages tender and more likely to seek out privacy.
large status differences nurturing behaviour. immediate gratification
between superiors and Managers in high UA than those with a long- Converservely, collectivistic
subordinates. cultures tend to depend The belief in equity term orientation (LTO, but (Low IND) societies
extensively on systematic (rather than equality) and they are less likely to plan value group goals and
Managers tend to rules and regulations. importance of material or invest for the future. objectives over individual
be autocratic and success to a group both preferences. The
paternalistic while Extensive efforts are made tend to be related to its importance of harmony
employees tend to do they to plan for and even control MAS score. and concensus tends
are told. the future. to encourage collective
responsibility and group
decicison making while
discouraging dissent and
innovation.

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ABOUT UMG

A Brief History of UMG

UMG is a prominent group of companies headquartered in
Yangon, Myanmar. Founded in 1998 with humble beginning
of four people and originally named of “United Machinery”.
The company was formed to enter the rapidly growing
Distribution sector and established Construction Equipment
business unit, distributing heavy machinery as well as
spare parts products used at construction sites, factories
and workshops such as excavators: dozers, wheel loaders
compactors, rollers, motor graders, drills, crushers and
dump trucks. Within a few years, UMG became the largest
distributor in Myanmar with over 50% market share.
In response to market opportunities and with its business
strength, UMG has steadily expanded into many other new
areas thus continuously making significant contribution to
the development of Myanmar through diversified business
lines namely: Distribution, Education, Financial Services,
Food & Entertainment, Property Infrastructure Development
&Resources, and Telecommunication & IT.
Today, UMG is operating in 7 countries and 45 local branch
offices and powered by approximately 3,000 strong and
determined workforces whom proudly called themselves
UMG-ians.

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CHAPTER 01

BRANDING OF
UMG

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OWNER’S
BIG IDEAS

• UMG companies will become a big Myanmar
conglomerate with international reputation.

• UMG group of companies will be able to contribute
significantly to Myanmar’s development process.

• UMG companies will entirely be run by Myanmar
professionals.

• UMG becomes a group of companies which
emphasizes its operations on human dignity.

• UMG will become a place to improve people’s
capabilities and competencies by providing
opportunities to optimize their potentials.

• UMG companies have their opportunities to grow to
their optimum level.

• UMG companies will become learning organizations
which practice Knowledge Mangement.

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BRAND
FOUNDATION

INTERNAL AUDIENCE EXTERNAL AUDIENCE

• Good Corporate Governance. • Clear, consistent and compelling
message to build brand trust.
• Clear “carrot & stick” practices.
• Emphasize on benefit/value for
• Balance between commands, customers.
coordination, nurturing and
learning in daily management • Straight to customer’s needs.
practices.
• Use words, symbols, colors and
other attributes that are familiar to
customers.

• Emphasize on core family instead of
extended family.

BRAND SOUL

CONTINUOUS
IMPROVEMENT

(EFFORT, IMPROVEMENT, EXCELLENCE, QUALITY)

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UMG VISION

To become an excellent
corporation aimed at
delivering smile through
quality, reliability and
speed.

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UMG MISSION

1. Providing benefits to customers by
delivering quality products and services.

2. Continuously improve UMG-ians’
competencies and capabilities to achieve
superior performance.

3. Creating mutually beneficial relationship
with our stakeholders.

4. To prosper with Nation.

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UMG BRAND
FOUNDATION

Brand foundation is the basic of all branding strategy
that applied to all of the branding process.
Brand foundation mainly consisted of 4 strategy
management aspects: operational, production, finance
and marketing.

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OUR CORPORATE
VALUES

Corporate values are what support the Corporate values help companies in the
vision and shape the culture. They are decision-making process; it educate
the principles, beliefs or philosophy. clients and potential customers about
Establishing strong values provides what the company about; and becoming
both internal and external advantages primary recruiting and retention tools.
to the company.

CUSTOMER RESPECT TO TEAMWORK
ORIENTATION HUMAN DIGNITY

Always think, do and Sense of self-respect Work together
work only for the and self-worth physically cohesively, towards
and mentally as well as a common goal, by
customer’s interest.
other beings. creating positive
INTEGRITY atmosphere and
ENTHUSIASTIC supporting each other.

Have the quality of Have the energetic
being honest and interest with eagerness
having strong mental to improve and learn to

principles. be better-self.

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OUR CORPORATE
CULTURES

Corporate culture refers to beliefs and behaviours that
determine how a company’s employees and management
interact and handle outside business interaction.

WE ARE STRIVE FOR CONTINUOUS
FAMILY EXCELLENCE LEARNING

Working with the Always work Always learning from
conciousness that we in effort to achieve the various different aspects
are all part of the family.
excellence. by sharing and self-
COMPETITIVE learning.
AGGRESIVENESS WORK WITH
FUN

Continuously have the Working with fun
eagerness to compete atmosphere, enjoying
to become better than
and pleasure.
others.

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OUR CORPORATE
TAGLINE

RELENTLESS
PURSUIT OF
EXCELLENCE

Relentless means the all out effort to Therefore, the term “Relentless
achieve goal with constant, persistent Pursuit of Excellence” is defined as
and continual energy. the constant effort to always pursuit
the highest quality in products, best
Excellence means the maximum quality services and skills continually and
of being outstanding or extremelly good persistently.
in products, services, or skills.

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BRAND
PERSONALITY TRAITS

The brand personality traits is based It is a metric used for measuring the
on Aaker’s Dimension of brand uniqueness of the personality of a
personality. brand in terms of 5 parameters which
in turn have several attributes in them.

• Sincere
• Reliable
• Hardworking
• Intelligent
• Tough

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BRAND
PROMISE

A brand promise is the statement that
is made for customers that identifies
what they should expect for all
interactions with our people, products,
services and company.

Sincerely delivers smile
to customers by giving
solution through providing
quality products and
services.

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BRAND
STRUCTURE

CORPORATE SUBSIDIARIES

HOLDING OVERSEAS DIRECT INDIRECT
(MYANMAR) AFFILIATES
DISTRIBUTION
BRANCH CAMBODIA THAILAND
OFFICES VIETNAM INDONESIA PROPERTY &
CORPORATE SRI LANKA INFRADEVELOPMENT
DIVISION LAOS
RESOURCES

SINGAPORE TELECOM & IT

UMG Brand Structure is a divisional brand structure that operates in a wide
geographic area or that have separate smaller organizations within the umbrella
group to cover different types of products or market areas.
The main structure divised into corporate division and subsidiary division.
Corporate division holds the whole strategy of the UMG Group and divise into
different regional areas. Subsidiary division divised with different kind of products
or services.

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CORPORATE SUBSIDIARIES

Corporate division manages the whole Subsidiaries are the separate, distinct
UMG Group that consist of different legal entities for the purposes of
regional areas. UMG Myanmar is the taxation, regulation, and liability from
holding company that above all the the corporate.
UMG Group managerial.
UMG has two different type
subsidiaries; Direct and Indirect
subsidiaries; that have different kinds
of communication strategy.

DIRECT SUBSIDIARIES INDIRECT SUBSIDIARIES

Direct subsidiaries are self-managed Indirect subsidiaries have its legal
subsidiaries with its products or standing, products or service. It has
services. Although direct subsidiaries its own strategy regarding managerial,
usually have its own company name financial, human resource and
and logo, these subsidiaries division marketing strategy. However these
use the UMG Group’s communication strategies must always relate to the
identity. essence of the UMG Group as the
holding company.

Therefore all the major communication
of these subsidiaries shall includes
“members of UMG Group” signature.

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UMG BRAND CORPORATE
APPLICATION GUIDELINE

CORPORATE

• UMG corporate brand identity and elements has to be fully applied in every
corporate branding purposes.

• UMG corporate brand identity has to be applied in every physical evidence
(factory and office building), office supplies, uniform, presentation materials,
cars etc). The application has to follow the Graphic Standard Manual.

• UMG corporate brand identity has to be reflected by all UMG people by
applying stated values and cultures.

• All messages delivered to public should contain UMG brand elements.
This includes messages in campaign, CSR, advertising, TVC, public relation
activities etc.

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SUBSIDIARIES & AFFILIATES

• Subsidiaries and affiliates are allowed to establish their own identity in line
with their line of business.

• Subsidiaries and affiliates MUST consider UMG vision, mission and corporate
brand elements such as brand soul and brand foundation in developing each
brand identity (logo, physical evidence, tagline etc).

• If it is considered necessary and under certain circumstances, subsidiaries
and affiliates may apply all UMG corporate brand for their brand identity,
including logo and other applications.

• Based on certain judgment (such as for B2B business or for brand trust
establishment), subsidiaries and affiliates may attach UMG corporate
logo in their products / services (such as on product packaging) and other
communication / promotion materials (such as leaflet and calendars). The
application of UMG corporate logo should follow corporate Graphic Standard
Manual.

• UMG corporate identity MUST be attached in every major communication
materials and activities (such as calendars, billboards, and events).

• This guidelines also apply for UMG subsidiaries and affiliates outside
Myanmar, while at the same time considering all regulations in each
countries.

• The application of UMG identity should not mention the country where they
are operating.

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PRODUCT
BRAND DEVELOPMENT
GUIDELINE

This is the simplification brand development form for brand product. Every steps
have to be done in sequence and must be related to UMG’ corporate vision and
mission.

This form can be functioned as reference to facilitate every brand strategy for
tactical decisions.

Brand Vision Brand Mission Brand Values Brand Personality

A strategic target that Brand mission is the Brand values is the Brand personality is a
articulates clearly which short-term strategic beliefs, phislosophies and metric used for measuring
concern to the brand’s target. Brand mission principles that generated the uniqueness of the
future ( in financial conveys the strategic from brand vision and personality of a brand in
aspect as well as aspects of all the brand mission. terms of 5 parameters
strategic meaning for the stakeholders. which in turn have several
organization ). attributes in them. Usually
using Aaker’s Dimension
of brand personality.

Brand Positioning Brand Promise Brand Tagline

Brand positioning is A brand promise is the Brand tagline is The idea
the position of a brand statement that is made for behind the concept is
in the market inside customers that identifies to create a memorable
the perception of the what they should expect dramatic phrase that
costumer’s mind. for all interactions with our will sum up the tone and
people, products, services premise of an audio/visual
and company. product, [note 1] or to
reinforce and strengthen
the audience’s memory of
a literary product.

Target Audience Product Description Value Proposition Rationale to Buy

Target audience or target The description detail of Value proposition is the Is the reason, why target
market is a particular the product’s or service’s benefit that featured in a audiences have to buy the
group at which is aimed. features that have the product in quantitative or product or service.
difference. qualitative that become the
differentation.

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PRODUCT BRAND DEVELOPMENT GUIDELINE

1. BRAND VISION :

2. BRAND MISSION :

3. BRAND VALUES : UMG Brand Manual

4. BRAND PERSONALITY :
5. BRAND POSITIONING

A. TARGET AUDIENCE (STP) :
B. PRODUCT / SERVICE DESCRIPTION :
C. BENEFIT / VALUE PROPOSITION
D. RATIONALE TO BUY

6. BRAND PROMISE :
7. BRAND TAGLINE :

32

UMG BRAND
BUILDING PRINCIPLES

1 Your Brand Is What People Think
And Say

• Create a sense of personal connection and confidence.
• Create positive perception and reputation.
• Create reasons why UMG is different from other corporations.

2 Building UMG Brand to be
Meaningful

• A good brand strategy is built from a good business strategy. Consistency in
communications and consistency of customers’ experience is key.

• UMG communication activities must show a commitment to taking care of
customers’ needs and giving them a consistently positive experience with us.

• This should reflect in UMG communication message. It is not enough
saying “We are the best”. The message should reflect our understanding of
customers’ needs i.e. creating communication message from customers’
perspective.

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3 Building Conversation with UMG
Brand Target Audience

• Along with the current advancement in ICT, communications between UMG
and its target audience is a two-way communication.

• Further, we do not have full control on every information spread in the market.

• Conversation has to be built using both traditional IMC and internet-based
marketing communications.

4 Make Clear Positioning For UMG
Brands

• Communication messages should clearly show UMG position in the market.

• The differentiation of UMG brand is about how UMG engages the target
audience (target market and other stakeholders) in such way that they will
feel in their minds that UMG is different.

5 UMG Branding Process Need A
Superior Teamwork

• Every member of the organization has a role in shaping the brand

• Important to educate all UMG employees to contribute to our branding
process.

6 Keep UMG Brand Alive Dynamically
Evolve

• UMG brand has to have long lasting impression.

• It also has to maintain its relevance to market and customers’ needs, even
when great changes occur

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CHAPTER 02

STRATEGIC
ASPECT

35 UMG Brand Manual

MANAGEMENT
COMMITMENT

UMG Management states their commitment to implement the
Good Corporate Governance (GCG) Principles i.e. :

• Sustainable development of all stakeholders : to ensure growth of all
individuals associated with or effected by the UMG enterprise on sustainable
basis.

• Effective management and distribution of wealth : to ensure that UMG
enterprise creates maximum wealth and judiciously uses the wealth so
created for providing maximum benefits to all stakeholders and enhancing its
wealth creation capabilities to maintain sustainability.

• Discharge of social responsibility : to ensure that UMG enterprise is
acceptable to the society in which it is functioning.

• Application of best management practices : to ensure excellence in
functioning of UMG enterprise and optimum creation of wealth on sustainable
basis.

• Compliance of law in letter spirit : to ensure value enhancement for all
stakeholders guaranteed by the law for maintaining socio-economic balance.

• Adherence to ethical standards : to ensure integrity, transparency, indepe and
accountability in dealings with all stakeholders.

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MANAGEMENT
SHAREHOLDER
COMMITMENT

UMG Management and shareholders state their commitment
to apply the 4 Pillars of Good Corporate Governance (GCG)
Principles i.e. :

ACCOUNTABILITY

• Ensure that management is accountable to the Board.
• Ensure that the Board is accountable to shareholders.

FAIRNESS

• Protect Shareholders‘ rights.
• Treat all shareholders including minorities equitably.
• Provide effective redress for violations.

TRANSPARENCY

• Ensure timely, accurate disclosure on all material matters, including the
financial situation, performance, ownership and corporate governance.

INDEPENDENCY

• Procedures and structures are in place so as to minimize, or avoid completely
conflicts of interest.

• Parties such as Independent Directors and Advisers are free from the
influence of others.

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ORGANIZATIONAL

EFFECTIVENESS Increase the effectiveness of holding company
function (trusted second layer) in top
management’s decision making process.

SOUND The existing business development unit’s function
BUSINESS has to be extended to establishing a “blue print”
PLAN for UMG business development and expansion.

CONTROLLED The existing business development unit’s function
BUSINESS has to be extended to establishing a “blue print”
GROWTH for UMG business development and expansion.

DEVELOPING & UMG has to establish a human resources
RETENTION OF management plan to obtain and retain skilled and
TALENTS trained employees. Human resources is essential
in building UMG corporate brand.

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THE IMPORTANCE OF
HUMAN RESOURCE

IN UMG BRANDING PROCESS

1. UMG strong brand requires employee engagement, which is
driven by integrating the personal brands of UMG’s people. This
means that there is a need to align employees’ personal brands
with UMG corporate brand.

2. If UMG have employees who are connected, committed, and
engaged, it means that UMG already have brand ambassadors.

3. UMG strong brand(s) is (are) built by the consistent delivery of
the brand promise through every action and interaction with
every employee in the company.

4. Build UMG’s brand from the inside as a means of defining and
leveraging UMG’s core essence in authentic and dynamic ways.
It is important that employees are engaged in this process to
obtain the diversity of perspective that assures the brand is
aligned with the reality of the workplace and culture. By having
this alignment, employees can sense that they are working for an
organization they can trust.

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INTERNAL MARKETING
WHEEL

wheel description : STRATEGY Kilde: Zeithami Bitner: Services
GOAL Marketing, McGraw-Hill, 2003
ACTION PLAN
40
UMG Brand Manual

INTERNAL BRANDING
STRATEGY

HUMAN RESOURCE
DEVELOPMENT PRACTICE

TRAINING

Solid understanding of their job requirements to achieve intended
goals.

MENTORING

To develop relationship with organization and a foundation for
employee retention growth.

APPRECIATION

• Competitive Remuneration
• Coaching Give Feedback
• Provide personal growth opportunities
• Recruit from within
• Create work-life balance

COMMUNICATE

• Build credibility
• Foster trust and confidence in senior leaders
• Encourage sense of belonging
• Transparency of business objectives, goals and performance

LEVERAGING UMG
HUMAN CAPITAL

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CHAPTER 03

UMG BRAND
COMMUNICATION

STRATEGY

42 UMG Brand Manual

BRAND COMMUNICATION
OBJECTIVE

INTERNAL AUDIENCE EXTERNAL AUDIENCE

To instill a positive paradigm in Mainstream campaign from all
UMG-ians for being a special platform POINTS& should also
character and persona as stated in introduce to reach more audience
brand soul. and gain stronger perception.
Tactical theme (based on grand
communication strategy) and how
the message should be convey will
be discuss and organize during
corporate annual meeting.

BRAND
TOUCH
POINT

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CORPORATE COMMUNICATION
ACTIVITIES :

• Publicity vehicles : use various publicity tools available for various purposes.
• Special publications : use specific publicity tools / materials for specific

purposes.
• Community activities : engage with selected community activities which bring

social purposes and at the same time able to leverage UMG corporate brand.
• Corporate advertising : use various medias to deliver various information

concerning UMG (e.g. advertorial page in newspaper)
• Cause – related marketing : engage in marketing activities related to specific

cause (e.g. discount program for SME in agriculture industry)
• Public affairs activities : engage in activities such as city’s solid waste

management program.
• Special event sponsorships

PUBLIC RELATION TOOLS :

• Regular corporate news
• Regular speeches from CEO • Making special events
• Printed / written materials • Audiovisual materials
• Corporate identity materials
• Contribution (fund and time) to various public-service activities.

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45 UMG Brand Manual

INTERNAL
COMMUNICATION
DEVELOPMENT

46 UMG Brand Manual

BRAND COMMUNICATION STRATEGY #01

INTERNAL DEVELOPMENT

CORPORATE CULTURE
INTERNALIZATION PROGRAM

EMPLOYEE INTERNAL CORP. CONNECT
BRANDING BRAND AWARENESS PERSONAL TRAIT
PROGRAM WITH CORPORATE
Make employees aware of
Shapes employees’ the UMG’s brand positioning CULTURE
behavior so that they and differentiation. Leaders
project the brand identity Help employees understand
of the organization through within UMG organization their personal brands and
their everyday work must educate their team capitalizing on the integration
on UMG’s brand and make of these individual traits
behavior. with the broader corporate
them live with it. objectives. It is personal plus
corporate, not personal vs.

corporate.

To ensure that all UMG employees at all management levels
bring UMG cultures and values and understand that:

• UMG corporate culture will make difference.
• UMG corporate culture is dynamic.
• UMG corporate culture should create a tighter bound among UMG people.
• UMG corporate culture will create pride.

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PERSONALITY TRAIT
INTERNAL DEVELOPMENT

• Sincere

• Encourage team to review his/her individual performance
• Encourage team to admit mistakes
• Motivationg work as a team

• Reliable

• Commend individual milestone and effort
• Give extra responsibility and reason for its purpose

• Hardworking

• Assign project/task within a minimum time frame
• Guiding project/task with set of SOP.
• Creating under pressure yet fun environmental.
• Competitors’ behavioral insight review and analusis.

• Intelligent

• Innovative in finding solution.
• Encourage team to spend extra time learning from the net.
• Conduct serual indivifual presentation to practice public speaking.

• Tough

• Creating under pressure yet fun environmental
• Encourage team to seek for additional information from all

resources
• Assign project/task within a minimum time frame

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BRAND COMMUNICATION STRATEGY #02

INTERNAL DEVELOPMENT

• To build pride and continuous understanding through long term internal
communication campaign activities. Brand Division will guide yearly internal
campaign activities

• Communication campaign will be spread across various format and tools with
interesting creative style and approach.

• Compelling and creative communication visual are required to create visual
positioning among other stakeholder within the group

KEY MESSAGE ACROSS ALL PLATFORMS

“In every UMG-ians there is always an
attitude of perseverance; to always set
the standard high, doing a continuous

effort and creating better result.”

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10 YEARS
CAMPAIGN

PHASE

STAGE 1 (year 1-3) STAGE 2 (year 4-6) STAGE 3 (year 7-10)

“WE ARE “WE NEVER “WE ARE
DIFFERENT” QUIT” EXCELLENT”

Highlight individual Highlight UMG values for Highlight individual pride
uniqueness as UMG’s searching the perfection. and their true values of
big family in relation with
brand personality trait. It is the pride and being a UMG-ian.
Each person should think continuation of brand
and feel different from personality assurance.

other companies.

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