Elevating Jilin, China Business Centre

through Strategic Branding and Comprehensive Deliverables

The Jilin, China Business Centre, situated in Chicago’s Millennium Park, partnered with Relequint to build a compelling brand identity and comprehensive suite of deliverables aimed at American manufacturing companies. With 'Jilin' translating to 'Happy Trees,' an evocative metaphor underscoring the region's environmental purity, the project aimed to blend cultural depth with practical business benefits.

Objective

The goal was to effectively communicate Jilin’s unique advantages, such as its pristine environmental conditions—water, air, soil quality—and cost-effective labor, while building a brand that American businesses could relate to and trust.

Strategy and Execution

Buyer Persona Definition: Relequint undertook extensive market research to identify and define the ideal American manufacturing company personas that would be the most receptive to relocating or extending operations to Jilin.

Brand Strategy and Positioning: Through a Brand Mantra Workshop, Relequint developed a cohesive brand narrative focused on sustainability, economic viability, and partnership between American companies and Jilin.

Brand Visualization: A new brand identity was developed, complete with a comprehensive set of brand guidelines. This identity was designed to evoke the core values and benefits of doing business with Jilin.

Digital Presence: A custom, user-friendly website was designed and developed, highlighting Jilin’s strengths and serving as a hub for American businesses looking for manufacturing options.

Physical Presence: Relequint was also involved in the trade show booth design, signage, and other physical manifestations of the brand to ensure a consistent and compelling brand experience.

Sales Enablement: Comprehensive sales enablement materials were created, including one-pagers, pitch decks, and digital assets to help the Jilin, China Business Centre team articulate the brand’s value proposition effectively.

Results

The Center experienced a significant uptick in inquiries, partnerships, and investments from American manufacturing firms, affirming the power of a well-executed brand strategy.

Executive Testimony

"Our partnership with Relequint has not only elevated our brand but also significantly boosted our engagement with potential American partners. The meaning of 'Jilin' as 'Happy Trees' beautifully complements our emphasis on environmental purity, and this has resonated well with our target audience," commented the Centre's Director.

Conclusion

Relequint has successfully turned the Jilin, China Business Centre into a highly attractive and credible option for American manufacturers looking to expand or relocate. Through a nuanced, multi-layered approach that included both strategic and tactical elements, the branding effort stands as a prime example of how to bridge cultural and business gaps in international trade.