The impact of branding on your business. — Interview with Ruth Bossuyt, CEO

In which ways has branding evolved in recent years?

More than ever, how can it reinforce your companies' success? Why is it important to dedicate a substantial brand budget? Ruth Bossuyt, Chief Executive Officer of SKINN, shares her views on the subject.

What led you in the world of branding?

You could say I fell in love with it! I've always had a creative mind, and I've always been keen on aesthetics and all things beautiful. I studied architecture, and I have to admit that I had no intention of becoming CEO of a branding agency. It wasn't until I met the founder of SKINN - and my future husband - Kurt De Vlieghere, that I changed my path. That was nine years ago, and branding is now my true passion and vocation.

What is your vision on branding today?

I think the key point for me today is how branding can have a significant impact on business. It transforms companies in so many ways, adding a wide range of visual and sensory elements of course, but it's the reinforcement of their identity and its direct effect on growth and profitability that strikes me. Branding is a game-changer, commercially speaking, which is why it needs to be considered holistically, as it affects every aspect of a company's operations.

Over those years, what have been the most striking evolutions of branding?

The way companies perceive their branding has changed radically. It used to be seen as a graphic package: a new logo, business cards and stationery, with the ultimate addition of a website. SKINN itself started out as a graphic design agency. Over the years, branding has become more versatile. It is now seen - quite rightly - as a matrix, superseding all other marketing or communication actions.

Are you suggesting that performance marketing is obsolete?

CEOs and marketers are increasingly realizing that immediate one-off actions offer no visibility and no guarantee of success. Without answers to the tough questions - what, when, how, for whom - direct campaigns are doomed to fail or miss their target. Communication is meaningless without a holistic brand strategy. There is a new awareness in this area, which also means that expectations are rising. We are seeing this on the international stage: customers are seeking more than just a few original ideas; they want a real vision and a global strategy that can be sustained over time.

SKINN operates in two countries, with three different locations. How do cultural or regional differences influence your approach?

Brand strategists have to adapt to cultural differences. We see this in our offices in Antwerp, Bruges and Amsterdam. Perceptions and habits strongly define consumer behaviour. But at the same time, brands are not tied to a single local market. Globalisation and digitalisation have brought new layers of visibility, which means we have to think at all levels. We are currently working with some Asian companies in a specific cultural context. They are interested in our ability to capture the Western mindset. This shows the extent to which strategies need to be tailored and adapted to the specific characteristics of each company.

It's not always easy to set a budget for branding. How do you advise your customers in this area?

Money is the sinews of war. Companies should not underestimate their branding budget. Not only because it encompasses different identities - visual, spatial, verbal, sonic, etc. - but also because it allows their brands to stand the test of time. Investing in a solid brand strategy always generates positive results. All the companies, SKINN has worked with, have benefited from their rebranding, particularly on a commercial level. Regardless of the size of the business. From bakeries and retail companies, to cities, political parties and international players.

Can a branding strategy really stand the test of time?

Branding is a question of logic. Companies come to us because they have a problem, they know they need to change, but they don't know how. We give them more than answers, we give them the keys to answering future questions and problems and to making their brand identity clear and strong. We design a strategy that makes sense, that is rooted in the company's DNA. In this way, we make the brand resilient and consistent. Fundamentally, the aim is to appeal to stakeholders in an effective and sincere way. In this sense, a solid brand strategy should not only stand the test of time, it should also be authentic and ethical.

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