COPERA branding program is about the business owner’s courage to be creative and shout out what he thinks, feels, wants

COPERA Branding is a start-up dedicated and specially designed for the entrepreneurial environment in Romania. The COPERA program is founded by Dana Nae Popa, a 17-year-old entrepreneur with 20 years of experience in communication and Laura Iane, a visual communication specialist with over 18 years of experience. AdHugger sat down with them and found out more about the idea and how it is meant to work.

How did you two meet, was it at pastel?

LAURA: If I remember correctly, it all started as a conversation on LinkedIn, six years and a half ago. Actually, it all started when a friend of a friend asked his friend if he would like to apply for the creative director post at pastel. This friend said no, but asked me instead. He knew I was looking for a change.

The interview with Dana went very well and you would probably think that we got together right away but…

DANA: Laura had to take her time (6 months!) to decide. But she finally did. Couldn’t get me out of her head so she became our creative director after all. It was worth the wait.

How has the relationship evolved in time?

DANA: I can honestly say that my relationship with Laura evolved in a very steady and natural way. I believe we managed to balance the personal and professional relationship in healthy way. From the very beginning we made a pact to keep a very opened communication line. We can talk to one another about every topic that might arise. Good or bad.

How did you decide to take the step into the new business?

LAURA: Shortly after I came in, me and Dana realized that we both have this desire to work with Romanian entrepreneurs. I was eager to build strong brand identities and make them stand out.

DANA: And I was eager to discover their stories and try to help them as much as I could, especially at the beginning of their road. Our first priority was to grow pastel as a strong integrated communication agency, but in our spear time, we started building this branding start-up with a new business model, specially designed for entrepreneurs. It only took us five years to finish it, so here we are – copera.ro.

How do you manage the time in between the two businesses and the personal lives?

LAURA: Truth be told, my brain doesn’t work on this type of schedule – business vs. personal.

I look at my life like in a bucket full of activities that help me feel alive. Love my friends, my family, my books, my podcasts, my long walks, my WhatsApp conversations, my music, my cat and other cats, and dogs, of course. My job is one thing that drives me and helps me grow, alongside maaaany other things.

We are lucky, me and Dana, that we both thrive when our life is full. Isn’t this the idea? To be full of life, means in some way, to have a life full of things.

DANA: You know, there is that saying: when you love what you do, it doesn’t feel like work. For me, is not a cliché. It is how I feel. It is not only pastel and COPERA. It is also pastel NGO (asociatiapastel.ro) and my role at UAPR. As Laura was saying, a full life

What pieces of advice would you give to entrepreneur women when it comes to these aspects?

LAURA: If you want it, if you can image it, it ca be done. Don’t listen to anybody that says otherwise. Go do it. Do more of what makes you feel alive.

DANA: On a personal level, surround yourself with people that lift you up, that encourage you in everything you want to do. When it comes to the professional life, build yourself a network with people that are generous with their knowhow and share it with you. If you are in the position to build yourself a strong team, don’t be afraid to pick people that are better than you in their specific field.

What differs from your program launched at COPERA and other approaches that other communication / branding agencies have for their clients?

LAURA: COPERA branding program is about the business owner’s courage to be creative and shout out what he thinks, feels, wants. Because we are here to listen, guide and create the brand that they imagine. COPERA is the place where the entrepreneur can actually co-create his brand.

The process unfolds in four modules. Module 1 focuses on brand strategy. Based on a pre-filled questionnaire and the research document we’ve prepared, we sit down with the entrepreneur and dive into deep work. We leave the meeting with a clear, common path and a solid positioning.

Module 2 is all about naming. How is a name constructed? What types of names exist? Which one is most suitable? COPERA provides a working document with preliminary directions, but the actual name is crafted together with the entrepreneur during another intensive working session at the same table.

Module 3 revolves around the logo and the forth module focuses on the brand manual and shares valuable insights about personal branding.

The idea is to fully embrace the process, avoiding procrastination and working diligently. This way, everything comes together seamlessly. The greatest benefit is that the brand will align with the entrepreneur because it is built by them. It’s a match made in co-working sessions: participatory branding. No second-guessing, no hesitations. A brand that remains true to the story from which it was born.

DANA: I think it is also important to underline that this program is custom made for every type of business. It is designed as a one to one approach that makes you understand the process and teaches you to make better decision when it comes to the brand’s strategy, identity and rules.

We want to work together with the entrepreneurs that tend to be directly involved in every stage of their business development and have a piece of their heart and vision immersed in it. In reality, even if not everyone admits it, they feel more comfortable when they know they have control over as many aspects of their businesses as possible. Starting a business entails risks and uncertainties, so why not have more of the things they can control? Why not ensure that their branding aligns with their story and vision? Why not have a branding that is “regret-free” and 100% authentic to who they are?

Would you say that branding done right is even more important for a company that is at the beginning of the business road? Please explain.

LAURA: Branding done right can guide you endlessly. Branding done right can spear you of half the struggle of building awareness. Branding done right is like you, walking out the door, with the best hair day, best clothes, best words and best confidence you could possibly have, every single day.

How much is creativity and how much strategy in your approach?

DANA: You cannot build a brand without a solid ground. But strategy is not entirely visible and this is why it could feel like it matters less. But it is part of every aspect of the brand. It’s like the theory of omission – “Strong strategy is like and iceberg”. You don’t have to see it all to know it’s there. So, I don’t think is a matter of “how much”, it is rather a matter of cause and effect. You cannot have one without the other if you are looking for building a brand by the book.

What possible clients must know about COPERA Branding?

LAURA: The startup entrepreneur. They have an idea and are willing to move mountains for it. They want to work with people who understand their vision and share the same level of passion.

The entrepreneur seeking rebranding. They feel that the market has evolved and that their logo and identity have fallen behind. They are looking for someone who understands what they have built so far and can preserve the good parts while giving them a fresh form.

The tireless entrepreneur. They desire a new business line and, as a result, need a variation of their current identity or a completely new logo for a brand new product or service.

We are very close to NGO’s, social businesses, education and tech start-ups.

But, in general, an important characteristic would be that their main source of business adds value to Romania.

Were you inspired by any international agencies? If so, tell us which one(s) and why?

DANA: The inspiration, mainly came from our experience of working with entrepreneurs. They are excited to be part of the process and they build better brands when their creativity is carefully guided, having in mind their business best interests.

How has the pastel experience helped you in this new venture?

LAURA: After a multinational experience, being in a local, 100% entrepreneurial business added a lot of interesting new set of skills on my list. I learned a great deal from working alongside Dana, in pastel.

DANA: Being an entrepreneur for 17 years and working with different type of entrepreneurs, I can say I understand their drive, their struggles and their mindset in business.