UPM Communication Papers is one of the six business areas of UPM, focused on the graphic paper industry, producing paper for various end products, ranging from magazines and newspapers, to home and office use as well as various printed marketing and advertising materials.
During the past year, cooperation with Knowit and UPM Communication Papers has been extensive. A reposition of the brand and brand strategy has been created and launched internally and externally. A brand survey has been designed based on the new target positioning and conducted, and sustainability approach work is on its way. To find out why exactly this partnership has been so fruitful we interviewed Mikaela Demel, Senior Manager in Brand and Marketing at UPM Communication Papers.
Mikaela has a central role in driving UPM Communication Papers' brand and culture forward to enable a customer-centric approach globally. Prior to her current role, Mikaela has an extensive brand management and marketing experience from 15 years of working in various demanding global brand management and strategic marketing roles at Mercedes-Benz global head office.
What really drives me is being the link between the business and the customer. Externally, it's about understanding what drives our customers and the consumers. Internally, it’s about turning customer needs and understanding to business value; connecting different parts of the organization and ensuring alignment between how we act and how we talk to enable a clear messaging and positioning to shape customer perception.
UPM Communication Papers needed to clarify its position— who we are, what we stand for, and why we exist — especially in a rapidly changing market. The business has a 150-year history, but the market and our parent company, UPM, have evolved significantly. We needed to define our own position and express our leadership in the industry in a way that is profitable and resonates with the market. The goal was clear: to become the preferred choice for customers.
This means understanding what makes us the preferred supplier and leveraging our leadership position in the industry. As a leader in a declining market, we believe it's our responsibility to speak not just for ourselves but for the entire industry. If the industry succeeds, we succeed with it.
Traditionally, brand and marketing haven't played a significant role in our business in the holistic sense that it can, but that’s changing. There’s immense potential in using strategic brand and marketing approaches to enhance commercialization and to put the customer at the center of all decisions. It’s all about trust and creating positive customer experiences. If a customer feels positively about their interaction with us, they are more likely to trust us and choose us over others. Brand and marketing management can steer this by understanding what drives the customer and aligning our actions accordingly.
In a very short time, we've made significant strides in a number of areas that are crucial for UPM Communication Papers. We’ve managed to delve deep into understanding what UPM Communication Papers truly stands for and the dynamics of the market we operate in. Together, we shaped a clear target positioning for our business that accurately reflects our strengths and the needs of our customers, and through the customer survey a systematic way to measure the development as well as to increase customer understanding in the organization. This is not just about defining who we are today but setting a solid foundation for the future. Additionally, and maybe even more rewarding for me on a personal level, is the fact that we have been able to inspire. Internally and externally.