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Brand strategy

Clearly define the goal

Brands need a convincing brand promise in order to position themselves successfully in competition. The core idea and relevant unique selling propositions of the brand should be clearly tangible for all reference groups.

The basis for the future brand presence is a long-term, resilient strategy.


Selected references

August Faller GmbH

Development and implementation of a new brand strategy for a leading packaging manufacturer in the pharmaceutical & health care industry.

  • interviews & focus groups
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • brand name & claim
  • brand logo
  • corporate design system
  • brand book
  • brand engagement
Nordmann News Magazin

Nordmann, Rassmann GmbH

Development of the brand strategy and design of the new corporate design and identity for the internationally active chemical distributor.

  • interviews & focus groups
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • brand name & claim
  • brand logo
  • corporate design system
  • brand book
  • brand engagement
VW Bus mit Sufboards am Strand

Volkswagen Zubehör GmbH

Consulting on brand asset management and conception and design of a style guide for the worldwide Volkswagen license management.

  • desktop research
  • market research
  • search of trademark registrations
  • strategic consulting
  • portfolio management
  • license styleguide
Wago Elektro Bauteil

Wago Kontakttechnik GmbH & Co. KG

Consulting on brand and portfolio management for the manufacturer of innovative products for automation and connection technology.

  • desktop research
  • strategic consulting
  • brand architecture
  • portfolio management
  • search of trademark registrations
  • nomenclature

OMV Petrom S.A.

Development of the brand strategy and consulting on brand architecture for the Romanian oil and gas group OMV Petrom S.A.

  • desktop research
  • evaluation of market research
  • interviews & focus groups
  • brand architecture
  • portfolio managementt
Tribodyn Visitenkarten

Tribodyn AG

Under the motto “Transforming Agribusiness” we have developed an umbrella brand strategy and a corporate design system for the Tribodyn start-up.

  • branding strategy
  • brand architecture
  • portfolio management
  • vision & mission
  • branding & design strategy
  • claim
  • brand logo
  • corporate design system
Schüco Messekommunikation Keyvisual Experience Progress

Schüco International KG

Consulting on verbal identity for Schüco International, a manufacturer of window and facade technology.

  • strategic consulting
  • brand architecture
  • portfolio management
  • naming
  • nomenclature
Transporter mit Bosch Classic Branding

Robert Bosch GmbH

Consulting on brand asset management and integration of historical brand elements into the corporate design system of Bosch Classic.

  • desktop research
  • strategic consulting
  • communication strategy
  • claim
  • styleguide

OMV Marketing & Retail

Brand consulting and design for one of the leading petrol station brands in Eastern Europe.

  • desktop research
  • evaluation of market research
  • customer journey mapping
  • brand strategy
  • corporate design
  • retail design
Mercedes Benz connect business Keyvisual

Mercedes-Benz Connectivity Services

Consulting on the management of the brand portfolio.

  • search of trademark registration
  • strategic consulting
  • brand architecture
  • portfolio management
Solarlux Firmengebäude Außenansicht

Solarlux GmbH

Consulting on brand architecture for the manufacturer of building components and world market leader for folding glass walls.

  • strategic consulting
  • brand architecture
  • portfolio management

Saint-Gobain Autover Deutschland GmbH

Development of a brand strategy for a franchise system for the vehicle replacement glazing company, which is represented in 26 countries.

  • desktop research
  • evaluation of market research
  • brand strategy
Simplex

SKF Marine GmbH

Brand strategic consulting and design relaunch of the B2B brand Simplex which stands for highest quality in the field of shaft components in the shipping industry.

  • desktop research
  • interviews & focus groups
  • search of trademark registration
  • brand strategy
  • portfolio management
  • brand logo
  • corporate design system

Zeissig GmbH & Co. KG

Strategic reorientation and integrated corporate design for a shopfitting and trade fair construction specialist.

  • analysis of target groups & insights
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • claim
  • brand logo
  • corporate design system
  • brand book

Plan.One GmbH

Strategic consulting for the search and comparison portal Plan One, a digital start-up for the construction industry from Schüco International.

  • desktop research
  • brand strategy
  • brand architecture
  • naming
Avanti Tankstelle

Avanti GmbH

Development of the brand strategy for Austria’s unmanned petrol station chain.

  • desktop research
  • design audit
  • brand strategy
Dock 15 Employer Branding Poster

PTS Petereit Services GmbH & Co. KG

Strategy, naming and digital brand experience for Dock15, an online marketing agency working exclusively for Google in German-speaking countries.

  • analysis of target groups & insights
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • brand name
  • brand logo
  • corporate design system
Smartphone mit Firal Logo und Claim growth via referrals

Firal

Development of the brand positioning for a start-up in the field of recommendation marketing.

  • analysis of target groups & insights
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • brand name
  • brand logo
  • corporate design system
Petereit Visitenkarten

PTS Petereit Services GmbH & Co. KG

Development of the brand strategy and 360° redesign for a successfully growing telemarketing company

  • analysis of target groups & insights
  • brand strategy
  • vision & mission
  • leitmotif
  • branding & design strategy
  • brand name
  • brand logo
  • corporate design system

Our services follow a 5-step process


Evaluation

We attach great importance to comprehensive preparation. Without a profound understanding of your brand, the competition, your objectives and trends, any action would be pure actionism. Evaluation is the basis of every strategy, every guiding idea and every design concept and is therefore crucial to the success of your project.

  • desktop research
  • market research
  • interviews
  • moderation of focus groups
  • research of trademark registrations
  • design Audit
  • customer journey mapping
  • brand universe
  • trends
  • SWOT analysis

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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 strategy

We develop the sustainable strategy for your brand together with you. It is based on detailed knowledge and clear objectives and is developed step by step in workshops. Methodically, we use our own brand model, which describes the identity of your brand and at the same time shows the consequences for the future brand experience.

  • brand workshops
  • brand positioning
  • Golden Circle
  • core idea
  • brand values
  • value Proposition
  • segmentation
  • brand model
  • brand Story

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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 and Portfolio Management

With the assistance of our brand model, we describe the identity of your brand and at the same time provide you with answers regarding future brand architecture and portfolio management.

  • brand architecture
  • portfolio management

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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.
Translated with www.DeepL.com/Translator (free version)

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.

Implementation

In joint brand workshops, we work out the identity of your brand and also derive from this the consequences for a lively brand experience and internal communication. So we don’t just leave it at the strategy, but also implement it.

  • brand-workshops
  • customer experience
  • brand design
  • corporate design
  • brand engagement

Mehr erfahren


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.

Brand and design management

The development and implementation of the brand strategy and image is a continuous process of change. It should be permanently integrated into your corporate planning and managed efficiently. To help you succeed, we offer a wide range of support and consulting services.

  • Brand & design consulting
  • Brand book, style guide & manual
  • CI-net solutions
  • CI hotline
  • brand performance measurement
  • brand training & academy
  • support for operational brand management

Learn more

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.

Take the first step. Contact us for an initial consultation on Brand Strategy and take the time to talk to us.