OSEC: Reframing brand and business

Switzerland: A nation of entrepreneurs, innovators, and exporters.
‍Even during the Second World War, the Swiss Office for Trade Promotion played a crucial role in supporting businesses as they expanded internationally.

Rebranding as OSEC
‍In 1987, the Swiss Office for Trade Promotion officially changed its name to OSEC (Office Suisse d'Expansion Commerciale). This rebranding was aimed at repositioning the organisation, strengthening customer relations, offering tailored solutions for SMEs, and demonstrating a clear commitment to export promotion.

Switzerland Global Enterprise (S-GE)
‍Since 2013, the organisation has been known as Switzerland Global Enterprise (S-GE). The name change and expansion of services were implemented to provide even more comprehensive support to Swiss exporters in seizing opportunities and tackling global challenges. S-GE guides clients as they enter new markets and promotes exports and investment on behalf of the federal government (SECO) and the cantons. The organisation helps clients realise their potential for international business whilst strengthening Switzerland's position as a business hub. S-GE brings together clients, associations, chambers of commerce, authorities and experts, leveraging this network and extensive expertise for the benefit of Swiss SMEs.

From OSEC's restructuring to the relaunch as Switzerland Global Enterprise
‍In 2015, emotions partner Erwin Brunner of brunner strategy was awarded the contract to restructure OSEC. He won the pitch against other brand strategy agencies by proposing a bespoke strategy and the Way to Win process. This approach focused on PEOPLE & CULTURE, PERFORMANCE & OPERATIONS, and PERCEPTION & BRAND. Brunner involved not only the leadership team but also all 200 employees worldwide in the transformation, preparing them for the rebranding under the name SWITZERLAND GLOBAL ENTERPRISE.

Discover the future

In Phase 1: DISCOVER THE FUTURE, the status quo of the brand, operational performance, and corporate culture were examined and evaluated. The analysis phase revealed that the OSEC brand was no longer sufficient to meet future challenges. The name OSEC lacked clarity and impact on the international stage. Moreover, resources were being spread too thinly across additional sub-brands for the three federal mandates: export promotion under Osec, import promotion under SIPPO, and promotion of Switzerland as a business location under Switzerland Trade & Investment Promotion.

Define the future

In Phase 2: DEFINE THE FUTURE, various workshops were held to develop and establish the core foundations of the brand strategy, including brand identity, positioning, values, and mission. The positioning statement "Enabling new Business" was well-received and later adopted as the mission and tagline. Among the options developed by Brunner Strategy, the proposal for the umbrella brand SWITZERLAND GLOBAL ENTERPRISE gained the highest approval.

Switzerland Global Enterprise now unifies these previously separate brands under one umbrella, enabling a consistent and clear perception both domestically and internationally. This strengthens the positioning and profile of Switzerland as a business location, Swiss companies, and the organisation itself. Additionally, it streamlines and focuses resources in the brand's presentation.

Create the future

Phase 3: CREATE THE FUTURE encompassed the entire process from naming to logo design, brand language, brand design, and implementation of all communication materials. This ranged from the website and print media to events, culminating in the launch of S-GE at the annual Swiss export industry event, which was attended by over 1,000 high-profile participants from industry and SMEs. The rebranding and name change from Osec to Switzerland Global Enterprise was impressively visualised, accompanied by an inspiring address and announcement of the new direction by CEO Daniel Küng. Additionally, the internationally renowned Professor Hermann Simon, initiator and author of the "Hidden Champions" movement and bestselling book, was secured as a guest speaker.

An impressive foundation

Switzerland's significance as a nation of entrepreneurs and innovation is outstanding:

Approximately 600,000 SMEs make up about 99% of all Swiss companies and employ around 70% of the workforce.
Highest density of Hidden Champions worldwide: about 150, which equates to 17 per 1 million inhabitants.
Export share of Swiss GDP is about 65%, an international top position.
Most innovative country in the world according to the Global Innovation Index.
Leading innovative capacity: around 884 patent applications per 1 million inhabitants and a total of around 8,200 patent applications with the European Patent Organisation (EPO) in 2020.
42% of Switzerland's exports are generated by SMEs.
1 out of 3 francs is earned in foreign trade.
70% of Swiss employees work in internationally active companies.

Fit for the future

With the rebranding under the new name SWITZERLAND GLOBAL ENTERPRISE, S-GE has further strengthened its position as the leading institution for export promotion and location marketing, successfully positioning itself for the future.

Our competencies - Your added value

Our contribution to the successful realignment of Switzerland Global Enterprise.

TASKS

Reorientation of Osec to support and promote the Swiss export industry in taking advantage of opportunities and tackling global challenges.
Check whether the Osec brand is the best possible solution for the realignment or which new brand can and should fulfill this.
Integration and standardization of previous sub-brands under one umbrella brand for a clearer perception and more efficient use of funds.
Identification of the necessary means and measures to anchor the realignment in corporate culture, processes and brand perception.
Increasing Switzerland's international visibility and attractiveness as a business location.

SOLUTIONS

Development of a tailor-made strategy and “way to win” process with a focus on people and culture, performance and operations, perception and brand.
Implementation of a comprehensive analysis phase to assess the status quo of the brand, operational performance and corporate culture (DISCOVER THE FUTURE).
Workshops to develop brand identity, positioning, values and mission (DEFINE THE FUTURE).
Development and implementation of the new brand identity, from naming, logo and brand language to brand design and implementation of all means of communication (CREATE THE FUTURE).
Introduction of the «Way to Win» transfer program, which trained and tuned over 200 employees worldwide to the realignment of Osec under the new brand Switzerland Global Enterprise. This process was accompanied in a large, inspiring and motivating event with workshops and fun factors.
Further workshops with employees to prepare them for their role at the annual event, where they were able to inform guests at «Kiosks» about various topics related to the realignment.
Definition of SG-E values to develop a winning culture.

IMPACT

Standardization and clear perception of the brand at home and abroad, strengthening the positioning and profiling of Switzerland as a business location and Swiss companies.
Concentration and efficiency improvement of resources in the brand image.
Successful support for Swiss SMEs in international business, increasing the export quota and creating competitive advantages.
Expansion of services to implement the claim of «Enabling new business» vis-à-vis Swiss SMEs, which strengthens SG-E's added value and credibility in surveys.
Increasing Switzerland's visibility and attractiveness as a leading technology and innovation hub.
Absolute spirit of optimism and commitment on the part of employees from day zero, who actively shape and support the realignment.

COOPERATION

Erwin Brunner's exceptionally close and harmonious collaboration with Switzerland Global Enterprise, both professionally and personally, made this organisational reorientation and transformation possible, engaging and activating all 200 employees worldwide. The emotions team brings you crucial added value with their outstanding expertise in digitalisation, branding, marketing, and strategic realignment. Whether you're an ambitious high-potential start-up or a proven hidden champion, we create the difference for you.