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If you were creating an interstellar organization in which you plan to have a large footprint by providing products and services throughout the stars, how would you create/develop your company’s brand image/logo?  Would you use a photo of the universe and then call it a day, like the photo on display? Everyone would agree that the focus of the photo (image) is the “gray glove” and not the universe which is displayed within the circular disk.The photo fails to demonstrate the vastness of the organization.

Creating and developing a brand image/logo requires collaborative efforts from internal and external stakeholders.

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Your Brand Image?
Photo by Nathan Anderson on Unsplash

You may think it’s totally ridiculous to even think of having a brand image(s) that can heavily influence and/or control the Outer Space economy.  Consider this for a moment, we now live in an era where the most influential companies on the planet, heavily influence and/or control the Earth’s economy.  In the past, more than 20 years ago, before the Dotcom era, this projection would be viewed as totally ridiculous or at the least absolutely impossible.
“The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google.” If you haven’t read this book, I highly recommend reading it or at least view the TED Talk with Scott Galloway, it’s very factual and impactive.

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THE FOUR: The Branding of the Earth

What is your favorite or most memorable brand Image? Is it the Nike Swoosh, the Tesla’s T-shaped logo, Starbucks’ Mermaid logo, or the Amazon smiley arrow connecting the A & the Z, selling any and everything from A to Z. Regardless of your view for the brand images highlighted, most will agree that an organization’s logo is only as good as the product, service, and quality provided.
Collins English Dictionary defines brand image as “the attributes of a brand as perceived by potential and actual customers.” A company’s branding is a lot more than just their logo as it encompasses everything from their employees dress code to their website to the service they provide. Quite simply put, it’s anything that consumers can see and therefore make a judgement on.
Here is a list of the most powerful brand images on the planet.

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The Power of a Brand Image
Photo by Joao Tzanno on Unsplash

It takes a team to develop and maintain a brand image
Developing a brand image is an internal and external collaborative effort. The internal and external stakeholders include:

  1. marketing team
  2. sales team
  3. business development team

They must all seamlessly work together to remove any and all unwanted silos that create internal strife, isolation, and unhealthy competition.

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Brand Image Teamwork: Successfully Developing, Launching, & Selling
Cowboys Using a Branding Iron on a Calf

A LinkedIn article entitled, “Difference Between Business Development, Marketing and Sales” by Saravana Kumar, provides a brief and very descriptive overview on these three key roles. The author is specific about these stakeholder relationships internally and externally toward creating the successful collaboration for establishing and maintaining a organization brand image.

  1. A primary marketing role is to understand the demands of the customers while providing the tools that will steer the company to meet future needs of the customers.  This strategy is called Market-led Marketing. The marketing team’s responsibility is to direct the organization toward the segments, or groups of customers and channels, to promote demand.
  2. The sales team is tasked with selling the products and/or services that the organization has to offer.  They are charged with bringing in revenue “now” by building relationships with customers, negotiating pricings, and achieving sales targets, goals, and objectives.
  3. Business development (Biz Dev) is a critical long-term value and component to promoting a sustainable successful brand image for an organization.  That being said, business development can have different meanings to many organizations and people. However, one of the key roles is to obtain and manage strategic partners/relationships outside of the company, not including customers and suppliers.  Networking and building relationship while promoting the brand is an instrumental role as a Business Developer.

Biz Dev & Brand Image: Creating & Developing Sustainable Long-Term Partnerships

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The developing and maturing of a brand image requires leadership with vision, understanding, and insightfulness to see past the presence day conditions.
There are multiple business case examples that highlight the importance of continuous brand image development, such as Airbnb, Amazon, and NetFlix. In each of these scenarios developing sustainable partnerships in which all stakeholders have a shared value to promote the agreed upon brand image.
Tesla is rapidly looking to address the tarnished brand image they have experienced recently such as production mishaps, numerous delays, autopilot challenges, and the recent car accident in which two passengers lost their lives.

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One way Tesla is looking to refresh it brand image is by partnering with SpaceX to create materials that can be used on Earth and in Space.  We see the same brand image strategy with Amazon and Blue Origin. Blue Origin is working with NASA and ESA to return to the Moon while providing Amazon like delivery services, the endeavor is called, Blue Origin Blue Moon Project. In addition, Jeff Bezos, the leader of Amazon and Blue Origin is very excited to be saving “The Expanse” TV series.  The series is scheduled to move to Amazon Prime starting in 2019.

When It’s All Said and Done

So the burning question is, what brand image(s) will rule the stars?  Will it be Jeff Bezos’ organization, Elon Musk’s organization, perhaps the organization Alphabet will launch an outer space business, or perhaps an unknown organization will appear and disrupt the current outer space business climate.  Only time will tell which organization will rule the stars with it’s brand image.

An interview with Kammy Brun, CHINA HEAD Aerospace Technology Co.

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A fellow Astropreneur introduced me to Kammy Brun, the Head of International Business Development – China HEAD Aerospace Group. Kammy is based in Paris, France and is multilingual, fluent in Cantonese, Mandarin, English and French.
China HEAD Aerospace Group is a service company founded in 2007. Privately owned and fully independent, the company is referenced as a proven partner in Chinese aerospace industry with successful international collaborations experiences.
On the 15th of November 2017 HEAD successfully launched the first commercial Chinese Automatic Identification Satellite (AIS) satellite, ‘ HEAD-1’ as part of our commercial constellation plan to target the Internal Of Things (IoT) market .
Kammy currently serves as the co-chair for Women in Aerospace – Europe (WIA- E), at the Paris Local Group.  WIA-E is planning to host a meeting on Monday the 4th of June, click here for more details.
Kammy shared details of her role as the Head of International Business Development, the organization HEAD, and the global industry in general via a telephone conversation. 

Astropreneurs:  Is the company’s name “HEAD” an acronym, what does it mean?

Kammy Brun: The name of the company is not an acronym. The name is translated from Chinese which means “Leading”.

Astropreneurs: What is the mission and objective of HEAD?

Kammy Brun: The company was founded in 2007. We have been assisting non-Chinese’s organizations to commercialize their space products and services with more than 100 successful missions in the last 10 years. We are refocusing into a new strategy in the last two years to provide applications based on small satellite technologies with our constellation “Skywalker”.

Astropreneurs: Who and where are your customers located?

Kammy Brun: Most of our business is conducted with European and Chinese organizations. There are good business development opportunities within Europe and Africa. We have offices in Paris and the Netherlands. We have limited business with US with the ITAR restrictions.

Astropreneurs:  Yes, I’m familiar with ITAR. I see that HEAD has placed its European headquarters in Paris. Is there a reason the organization did not select Luxembourg? Many space-based organizations tend to select Luxembourg due to the economic incentive to locate there.

Kammy Brun: France is a leading country in space development with regard to the percentage of the ESA budget.  This was a factor for the location of our European headquarters. Plus being located in Paris makes it a great commute, I lived in France for 14 years.  And yes, Luxembourg is very attractive for start-up space organizations. 

Astropreneurs: Please share a little about yourself.

Kammy Brun: I’m originally from Hong Kong.  I received a Bachelor’s degree in Applied Physics.   I’ve lived in France for 14 years. I received my Masters in International Business while living in Paris.  I have a scientist background with interest in business and marketing. I’ve worked within the aerospace field for several years with EADS, Airbus Defense & Space and Euroconsult.

Astropreneurs: Tell me more about your role as Head of International Business Development, it sounds demanding, rewarding and very exciting.

Kammy Brun: The organization has served as an incubator/building block for global organizations looking to establish a presence in the Chinese commercial space market.  My interpersonal skills and multi-cultural background are the values used to develop our global partners/relationships.
The Chinese commercial space market is in its infancy and we are in the early stages of this development.There are only a few private commercial space organizations and HEAD is the only one that has European offices.  We are independent, therefore we have the flexibility to collaborate with our global partners in accordance to our strategies.
We are working with our European partners to develop civilian and commercial applications including IoT, agriculture, maritime, infrastructure, and engineering.
We have a strategic partnership with the Chinese National Civilian Earth Observation operators to commercialize globally the data/images collected from more than 15 in-orbit satellites such as Superview constellation (Gaojing), Gaofen (GF) satellites, etc.

Astropreneurs: Is there anything else you would like to discuss?

Kammy Brun: Yes, since 2017, I’ve served as the co-chair for Women in Aerospace ( WIA) for the Paris Local Group.  WIA started and is based out of the United States. There are not many women in Aerospace in China and Europe.  WIA gives women the opportunity to openly network. My organization (HEAD) encouraged me to join WIA.

Astropreneurs: Were you influenced by films, books and etc. to enter into the aerospace sector?

Kammy Brun: Yes, I enjoyed watching the Star Wars films, I believe this was an influencer.  And my 4 -years old little boy is a sci-geek, he can recognise and remember the spacecrafts.

Astropreneurs: Thank you Kammy for your time for participating and for your contribution to the article.

This article is the fourth of several series of articles written with the space entrepreneur in mind. The objective is to provoke, investigate, explore, promote, encourage, and assist in establishing a healthy and sustainable space economy within the solar system and beyond. You can find the other articles   here, here, and here.

Posted by Michael Clanton