Brand strategy is the basis for design
In theory, the design possibilities are unlimited. However, the crucial question is: Which design is the right one for a certain company? Which design helps the brand to thrive, grow and inspire people?
This is where brand strategy comes in. Before the design phase can begin, it is essential to strategically position the brand. This includes not only locating the brand in the market environment, but also taking a position in the figurative sense:
What does the brand stand for?
What attitude, what values does it represent?
We create focus and bring the strategy to the point
Together with our clients, we identify the brand strategic basics as the basis for the design, based on a brand workshop and the analysis of the results in the brand profile. Our clients provide the knowledge, we create focus and bring the strategy to the point: with a convincing brand story. And with plausible messages that people understand immediately and generate resonance.
A clear brand strategy helps to make the right decisions in the countless decisions that have to be made every day in a company. It should be possible to apply the brand strategy in a simple, natural way at each of these moments. It is therefore important to simplify and reduce the strategy communicatively without trivializing it: to its core, to which people can easily dock and embrace.
Aspects of the brand strategy
For a brand strategy, the principle of self-similarity is the top priority. This makes the brand and its added value comprehensible, recognizable and trustworthy for customers. The following aspects are therefore strategically essential:
Whoever knows his purpose knows his intrinsic motivation and his purpose, his Why. For a long time, companies had only one purpose, e.g. to produce high quality vehicles. But this is not enough to differentiate effectively: A large part of the growing number of consumers and employees attaches great importance to purpose. More about Brand Purpose
Brand values provide internal and external orientation, in day-to-day business as well as in major decisions. It is easy to measure whether a message, a product or a campaign corresponds to the brand or not. More about Brand Values
The positioning of a brand is an expression of the brand strategy: it shows where the brand is positioned in the market. In order to keep the brand promise, it is essential to include existing potentials and resources in the positioning. More about Brand Positioning
Brand architecture helps to either clearly differentiate individual brands from each other or to let them pay off against each other, depending on the context of already existing brands in the company and of course the overall strategy. It is also the yardstick for determining which brands fit into the portfolio. More about Brand Architecture
The brand name is often the first point of contact with the brand, even before the target group knows anything about it’s services or products. It is therefore important to find a name that conveys the right feeling for the brand, arouses curiosity and is memorable. More about Naming
A Claim manufactures as concisely as possible a reference to the brand promise. A successful claim can make a significant contribution to brand awareness and perception – and thus become a veritable instrument of value creation. More about Claiming
Our path to brand strategy
In the first step of our brand process, we develop the brand-strategic basis for the brand design in a workshop.
Together with our clients, we develop the basics of the brand strategy in one day with purpose, values, positioning, target group analysis and mood board – or we review and sharpen the existing one. More about the Brand Workshop
Quo vadis, brand? Brand strategy as a guidepost
The brand profile, which describes the facets of each brand identity, forms the basis for the strategic direction and guidance of a brand. Brand personality and values determine the brand strategy as a guideline for sustainable brand development. The brand strategy defines how the brand should develop in the medium and long term and what conditions must be met to achieve these goals, such as the desired positioning in the market. Brand strategic decisions or reviewing the current strategic direction are usually required for significant structural changes:
- when launching a new service or product
- when restructuring existing brand systems
- when starting a new business, e.g. a start-up
Brand Strategy: Reality Check
In order for the implementation of the brand strategy roadmap to succeed, not only the brand personality should be identified, but also:
your own entrepreneurial skills and capacities
the needs and demands of the target group
the relevant market participants
Checking the company’s own resources for marketing, exploring what the customer is actually willing to spend at the end of the day, and gaining market understanding are indispensable to make the (new) brand or product meaningful to be able to position.
Dynamics of the markets
In the 2015 study, “No ordinary Disruption”, McKinsey found that market dynamics have accelerated tenfold since the Industrial Revolution – four years ago. For this reason, it is advisable to adapt the time horizon of the strategic roadmap to the respective market dynamics, before new, innovative competition unrolls the field unnoticed from behind, as can be observed at present in the banking sector or mail order business.