The Use of Corporate History in Branding: case story Fastems

Abstract

The corporate history of a company wherein the history spans over decades, much like Fastems, is not something one should just skip over. Corporate history helps define an organization's identity and heritage. It captures the core values, mission, and vision that have guided the company since its beginning. It can bring immense value to a company if used correctly. This thesis was written at the request of Fastems, a Finnish supplier of flexible automation solutions for high-mix CNC manufacturing, and the goal was to write up recommendations that can be implemented to utilize Fastems’ long-standing history. The first phase was to research and examine theory based on corporate history and branding. These are the main two topics throughout the theoretical framework that set the baseline for future recommendations. The second phase was conducting interviews with key stakeholders. These allowed for the uncovering of recurring themes related to Fastems' historical development, their first Flexible Manufacturing System, and their customer-centric approach. Recommendations are proposed to leverage this history, including sharing foundational stories and milestones, incorporating personal touches through historical imagery, and achieving a balanced blend of past and future content.