Brand strategy

Evaluation
Based on our own research, interviews and focus groups as well as the evaluation of market research and studies, we develop a fundamental understanding of the “as-is” state of your brand and the challenges in the market. In the form of an audit, we also analyze and evaluate the perceivable experience at all points of contact with your brand. This customer experience mapping verifies strengths and identifies deficits in the visual appearance of your brand. Based on a SWOT analysis, we develop possible options for the future of your brand and present the results to you in a focused management summary.

Brand workshop
We develop the brand strategy together with you in moderated brand workshops. We have different approaches for this, which are individually oriented to your needs and have proven themselves methodically

Brand strategy
The brand strategy describes the DNA of your brand and is the cornerstone for strength, growth and sustainable success in a competitive environment. We use a brand model that has been tried and tested in practice to define and specify the identity of your brand on the basis of the essential dimensions. We develop the core idea or the “why” of your brand, the core values, the value proposition and the market segmentation. Thus, we lay a valid foundation for the future planning of the company’s activities.

Brand story
A good brand story gives the customer value beyond the product. This non-physical value has become increasingly important in recent years – more important than the products themselves, of which there are usually similar competing products. Developing a good brand story is essential. That’s why we devote special attention to this task.

Brand architecture
Based on the evaluation, we can develop recommendations for your future brand portfolio management. In doing so, we highlight the pros and cons of all conceivable brand scenarios. “As integrated as possible, as differentiated as necessary – this is efficient and creates synergies. We define how you can manage your brand efficiently and synergistically. In addition, we can actively advise you in the development of a future language regime and nomenclature.

Portfolio management
Trademarks communicate your company’s performance and contribute to increasing the company’s value. We evaluate the status quo of your brand portfolio and your brand registrations. To evaluate existing equities, we draw on meaningful studies, surveys and the results of focus groups. This allows us to take into account the awareness, image and development potential of your brands in the valuation.

Brand workshop – strategic imperatives
Brand is what remains when you have forgotten everything else around it. The brand strategy should therefore be translated into a visible, living brand experience. In a “start-stop-continue” workshop, we can jointly evaluate steps for the operational implementation of the new brand positioning for all management areas. Here, the necessary investments and the impact on the future brand perception are reflected.

Customer experience
Strong brands have charisma and recognition value. They arouse emotions and create experiences. The physical product often plays only a secondary role. The emotion and lifestyle that a product represents are key factors in modern brand value creation. This is the only way brands today plant themselves in the minds and hearts of their buyers – or rather: fans. The hero of a brand story today is not the product, but the customer. That’s why we derive a customer experience from the strategy and view it as a unit together with the brand design.n.

Brand design
We develop or revise the basic brand elements for an integrated brand presence in print and digital; logo, typography, colors, imagery, iconography and the design principle that gives the future brand presence an independent and distinctive character.

Corporate design system
After defining the basic brand elements, we conceptualize and design the analog and digital brand experience according to the strategic preliminary considerations. The selection of CD applications and media to be designed is primarily based on the possibilities and opportunities to reach the target group(s) of your brand. The spectrum of designs ranges from classic branding to varying stagings of the brand message(s) to the communication of complex communication content and the possibility of interaction or dialogue.

Brand engagement
The internal anchoring of the brand strategy is of particular importance. That’s why we involve all key stakeholders in the strategy process at an early stage and keep them involved throughout the entire process up to the implementation. As part of brand engagement programs, we develop vivid and inspiring training and education concepts for managers, employees (e.g. marketing, sales, customer service) and for the onboarding of new employees.

For the sustainable management of brand assets, we offer you inspiring and binding solutions and individual services. We measure brand performance by defining goals as measurable KPIs and periodically verifying the success of brand work, and support you in operational brand management.