Why did I set up Siyuan Brand Management?
Because I want to help Chinese businesses go global.
As a Chinese person living abroad for 15 years, no matter how much I enjoy living in another country, my roots are still and will always be in China. I want to see China do well, and I want everyone around the world to look up to China, and to look up to Chinese people.
SARS hit China and its people very hard, and yet, China changed the world’s view by becoming a manufacturing ‘powerhouse’, as well as impressing the world with the 2008 Beijing Olympic Games. I am very proud of the fact that I was personally involved in leading brand communications, marketing campaigns, and developing global events on the world stage for two giant Chinese corporations in construction equipment and commercial vehicles. I have experienced emotions of both humiliation and pride. The old Chinese saying expresses the feeling of Chinese people living abroad: "Only when our motherland is strong, we can then be strong as individuals". I share this feeling deeply.
Although China has grown significantly in the past few years, there are still a lot of things that China and Chinese businesses need to change to be able to grow. China is a very powerful, global manufacturer, but the perception of Chinese manufacturing is always cheap and nasty, e.g. “copies”. Working with companies in the UK, Sweden and China, based on my knowledge, I believe that Chinese companies can change and will grow to surpass this perception of ‘low quality China’. I often say to people that "I am Made in China" because I am proud - I want people to know that "Made in China" can mean high quality.
China has set its mission to change from "Made in China" to "Created in China", and I want to be part of this change; to share my knowledge, experience and my creativity to help Chinese businesses to achieve greatness.
Chartered Marketeer (CIM)
MA Design Management, Birmingham City University
BA (Hons) International Business Management (double degree - both the Netherlands and UK)
Over 3 years in online marketing and international business development at an academic setting (both private sector and public sector)
Over 5 years in a design and advertising agency setting, developing brand communication plans, events, video production, design, and digital communication plans for big corporations and SMEs in the UK, Sweden, and China for the markets in China, Asia Pacific, Middle East, and Africa.
What do I do and how do I work?
In short, I can help your business in the following areas:
Develop your brand strategy
Develop your brand communication plan for employees, dealers and customers
Campaign planning for brand communication especially for digital campaigns
Creative communication concepts for events, videos, digital, etc.
I also work with trusted partners to deliver design, video production, digital development, event production and social media.
I am not here to take over what is already working well in your organisation. I am here to support your organisation by adding a fresh pair of eyes, injecting some creativity, collaborating with the team, and elevating your brand and communications onto the world stage.
I am often asked about 'brand strategy templates'. There are hundreds of books about branding, but it is not mathematics, 1+1 in branding does not necessarily equal 2. Branding is a social art. It has some basic elements, but instead of following a template, let's define one together, and create a working formula and tailored template for your organisation, which can be implemented in the short, medium and long term. That is what I am here for.