B
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Brand Architecture
The strategic alignment of all of a company’s brands to determine the positioning and relationship of the brands to each other, taking into account target groups and competencies. Definition, examples
Brand Architecture -
Brand Audit
Discover the potential of your brand – with a brand audit.
Brand Audit -
Brand Colors
Colors have cultural and emotional meanings and are therefore linked to certain associations. The colors of the brand design therefore influence how the brand is perceived. Definition, examples
Brand Colors -
Brand Design
Brand design includes all visual elements that give visible expression to the brand personality and convey what the brand stands for. Definition, elements, examples, process
Brand Design -
Brand Frame Template
Summarize your brand identity at a glance: With our Brand Frame® template
Brand Frame Template -
Brand Frame®
Create a Brand Vision That Makes Sense. With the Helder Brand Frame® Brand Model
Brand Frame® -
Brand Guidelines
Brand guidelines, also known as brand manuals, comprise the essential components of the brand identity as well as communicative and design rules. Brand guidelines define how the brand should be represented to the outside world. Definition, elements, examples
Brand Guidelines -
Brand Icons
The term icon comes from the Greek (eikon) and means image. Icons are symbols that visualize processes, product features or objects, e.g. in apps, on websites, but also in print products. Definition, examples
Brand Icons -
Brand Imagery
Brand imagery is a form of communication. It defines the character of an image or series of images in the context of a uniform brand image. Definition, examples
Brand Imagery -
Brand Key
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
Brand Key -
Brand Naming
Naming is the development of a brand name that designates an organization, product, product portfolio or service.
Brand Naming -
Brand Naming
A name given by the maker to a product or range of products, especially a trademark. Definition, Naming Requirements, Do’s and Don’ts, Briefing Template
Brand Naming -
Brand Purpose
The brand purpose is the reason for a brand’s existence.
Brand Purpose -
Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
Brand Purpose Board -
Brand Story
A brand story is a narrative that conveys the value proposition, purpose and personality of a brand in a concise, memorable way.
Brand Story -
Brand Strategy
A brand strategy is the systematic development of a brand in the context of the business model. Definition, process, components, templates
Brand Strategy -
Brand Values
Customers buy products and services from a brand that reflect their own personality or are an expression of an identity that they want for themselves. Definition, 3 Templates
Brand Values -
Brand Values Card Deck
Develop brand values with examples and exercises and define what the brand stands for
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Brand Website
Web design is one of the central applications of brand design. For most companies, the website is the most important media touchpoint for the brand. Definition, examples, process
Brand Website -
Brand Wheel
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
Brand Wheel -
Brand Wheel
The Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.
Brand Wheel -
Brand Workshop
A branding workshop helps to develop a new brand or to further develop an existing brand. It serves as a space for self-reflection, identifying the values, core, purpose, USP and tonality of the brand. The goal is a clear brand profile that differentiates the brand from the competition.
Brand Workshop -
Brand positioning
Brand positioning is the occupation of a defined position in the relevant market in order to achieve an attractive and unique place among the target groups. Definition, 2 Templates
Brand positioning -
Branding
What is branding? In a nutshell: Branding is the targeted development and management of a brand, including its communicative and visual characteristics. The aim of branding is to trigger a certain feeling in (potential) customers and to convey what the brand stands for.
Branding -
Branding Process
We strategically support brands to gain clarity on purpose, USP and goals, to position themselves in the market, and to differentiate effectively.
Branding Process -
Buyer Persona
A buyer persona is an ideal-typical representation of a potential customer, which is illustrated using a fictitious, representative person. Definition, 1 templates
Buyer Persona -
Buyer Personae
In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.
Buyer Personae
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C
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Claiming
The claim is a sustainable element of branding. This is different from the slogan, which is usually developed for a campaign and therefore has a significantly shorter half-life.
Claiming -
Corporate Culture
Was ist Corporate Culture? In Kürze: Die Corporate Culture umfasst Markenwerte, Verhaltensnormen und -regeln innerhalb einer Organisation und beeinflusst damit die Mitarbeiterzufriedenheit und Erfolg eines Unternehmens.
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Corporate Design
What is Corporate Design? Alongside corporate culture, corporate communication and corporate behavior, corporate design is part of corporate identity and comprises the visible part. It serves to make the brand values, culture and services of a company visible.
Corporate Design -
Corporate Identity
What is Corporate Identity? Corporate identity describes all the characteristics of a company that make it unique and distinguish it from the competition.
Corporate Identity -
Corporate Image
Was ist Corporate Image? In Kürze: Das Corporate Image ist die Art und Weise, wie eine Marke oder ein Unternehmens von außen wahrgenommen wird, idealerweise im Sinne und als Folge der Corporate Identity.
Corporate Image
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D
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Design Briefing
Briefing schreiben mit unseren Briefing Vorlagen.
Design Briefing
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G
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Golden Circle
Clarify the Why, How, and What of your brand to form the strategic foundation.
Golden Circle
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I
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Identity Prisma
Define the brand identity on 3 different levels with the identity prism template.
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Infographics
Infographics
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L
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Logo
A logo is a graphic or typographic sign that stands as a symbol for a brand or an institution. Its purpose is to make a brand recognizable at a wide variety of touchpoints. It should be memorable and recognizable to attract attention from the target audience.Definition, examples
Logo
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M
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Marke
Was ist eine Marke? In Kürze: Eine Marke ist ein Name, ein Begriff, ein Symbol, ein Design oder eine Kombination dieser Elemente, die die Produkte und Dienstleistungen eines Unternehmens von denen der Konkurrenz unterscheiden und rechtlich schützen lassen.
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Mission Statement
A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.
Mission Statement
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P
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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Positioning Cross
Define for whom and for which needs the brand offers solutions
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Process
Create a brand that makes a difference With the guided branding process from Helder
Process
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R
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Rebranding
When is a rebranding necessary? In short: Successful brand management requires regular adaptation to changing internal and external factors. The reasons range from positive transformation to societal pressure. This can involve anything from a simple refresh to a full-scale rebranding.
Rebranding
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S
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SWOT Analysis
The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats.
SWOT Analysis
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U
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Unique selling point
A unique selling proposition (USP) is a unique feature of a brand’s product or service that sets it apart from the competition and makes it particularly attractive to customers.
Unique selling point
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V
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Vision Statement
Define a specific goal that the brand wants to achieve within a defined period of time.
Vision Statement
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Z
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Zielgruppe definieren
Zielgruppe definieren Die Zielgruppendefinition ist ein elementarer Bestandteil bei der Entwicklung der Markenstrategie. Es ist essentiell zu erkennen, welche Bedarfe oder Probleme welcher Zielgruppen die Marke (ein-)lösen kann. Nur dann wird und bleibt man als Marke relevant.
Zielgruppe definieren
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Branding Glossary
Branding is a highly complex topic. We’re happy to explain it to you.