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 Audit

Discover the potential of your brand – with a 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 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 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 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 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 Key

The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.

Brand 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

Brand Naming

Naming is the development of a brand name that designates an organization, product, product portfolio or service.

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 Positioning

Brand positioning is the occupation of a defined stand in the relevant market in order to achieve an attractive and unique image for the target groups.

Brand Purpose

The Brand Purpose describes the reason why a company is in the world, apart from pure profit orientation. The Brand Purpose includes the social added value, which should contribute to the common good. Definition, 3 Examples, 2 Templates

Brand Purpose Board

Align the social added value, the needs of the target group and your own goals.

Brand Strategy

The definition of brand strategy includes the systematic development of the brand in consideration of the business model. have different characteristics and yet are part of the same brand identity. Definition, examples, brand strategy models, templates

Brand Values

The special, outstanding and unique aspects of a brand form an attitude and the reason why people commit to it or not. Definition, 3 Vorlagen

Brand Values Card Deck

Develop brand values with examples and exercises and define what the brand stands for

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 Wheel

The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.

Brand Wheel

The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.

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.

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 Process

We strategically support brands to gain clarity on purpose, USP and goals, to position themselves in the market, and to differentiate effectively.

Buyer Personae

Define for whom and for which needs the brand offers solutions

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.

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.

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 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.

Golden Circle

Get clear about the why, how and what of your brand and build the strategic basis with it

Identity Prisma

Define the brand identity on 3 different levels with the identity prism template.

Infographics

Mission Statement

The mission statement states the value proposition.

Personality Sliders

Define the brand personality: with the Brand Personality Sliders template.

Positioning Cross

Define for whom and for which needs the brand offers solutions

Rebranding

Times are changing. Give your brand the rebranding it deserves.

Vision Statement

Define a specific goal that the brand wants to achieve within a defined period of time.