Just being a brand is not a promise of success. A good brand lives on its identity. With an elaborate personality, it confidently signals its unique selling points — and convinces customers with its character. Positioning a new brand, repositioning an existing brand in a rebranding process or integrating new brand segments into an existing system requires experience and expertise. In more than 29 years we have learned just this: being a brand means being different — unique, credible and likeable.
Brand positioning
Distinct brand identity via verbal identity.
Positioning means shaping a brand benefit or a corporate image in such a way that it unmistakably sticks in the target group's minds. Strictly speaking: the right words for brand values and unique selling points are already key for the differentiation of a brand from its competitors.
Peaking brand image with sharp words.
Apart from the product itself, the logo and brand design, one thing is essential: the verbal profile. Who am I to whom and why? How do I talk and what do I talk about? How do I want to be heard? Language sets the tone for the personality and character of our brand. It conveys what a product or service represents — and expresses a company's purpose and self-image. To create a clear verbal impact profile, we need differentiating overtones. The essence of a brand must follow a precise phrasing right from the start.
Defining your own identity with brand workshops.
Based on linguistic competitor and portfolio analyses, we design authentic linguistic appearances in individually scaled brand workshops, creating one-of-a-kind profiles and making brands stand out from the crowd. The result: differentiating core values, well-phrased messages and SEO relevant keywords that guide and facilitate further brand communication. We coordinate content, copy and statements for a coherent corporate identity fit.
Change
& rebranding
Change is not a solo effort.
Transformation is a challenge, as it tries to get to the bottom of the familiar. It calls for reflection, empathy and a clear strategy — as well as the right words. Whether it's new management, a new focus, new market conditions or the fusion of two brands through acquisition and merger: a change process is always a chance, too. If you approach it actively and integratively.
Eyes on the future, brand heritage in mind.
A successful venture needs a deep understanding of the growing brands and their self-image. To turn similarities into strength and progress instead of losing values during rebranding. We support the repositioning of brands within a competitive environment as well as the integration of acquisitions. With an experienced outside view, a connective communication and in line with the future brand strategy.
Professional, pragmatic and at eye level.
Our clients appreciate our conversation flow and goal orientation at every step of the way. Right down to the guidelines that serve as the basis for the implementation of a strong identity.
Brand architecture
Brand management for orientation.
What do Labello and Nivea have in common? The Beiersdorf parent brand. Brand systems are often complex. Which naming level is relevant for which target group? Product families, categories, descriptors — many brands beside and above each other. Sometimes in different segments. An easy way to wreak havoc. Customers lose track — and their trust. A clear, comprehensible brand and naming architecture restores order. It configures, clusters and classifies. Defined by guidelines, it supports the positioning and impact profile.