Brand Architecture

Structuring strong brand identities

A clear brand architecture is the foundation of every successful brand strategy. When the Umbrella Brand, Sub-Brands and Product Lines Appear Confusing or Contradictory, Target Groups Quickly Lose Track and Trust in the Brand. This is exactly where our brand architecture consulting comes in.

We develop clear structures and naming systems that organize your brand portfolio and strengthen your brand communication. Whether it's an umbrella brand strategy, sub-brand concept or product family system: we create a consistent, comprehensive brand system that provides orientation and builds brand strength.

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Our services for brand architectures:

• Analysis and evaluation of existing brand structures
• Development of a clear brand and naming logic
• Definition of brand roles (e.g. corporate brand, product brand, endorser brand)
• Harmonization of naming systems, descriptors and product names
• Integration of new products and services into existing brand portfolios

Our advice is consistently geared to the needs of your target groups — not to internal organizational structures. The emerging brand architecture creates sustainable orientation, strengthens trust and clearly positions your brand within the competitive environment.

Naming, Slogans, Wording

Good brand names don't follow trends — they set them.

We combine strategic brand management with creative language development to develop names and slogans with substance and future-proof brand fit.

Repositioning, relaunching, brand expansion, ... We develop name and slogan systems that structure and sustainably strengthen your brand portfolio.

Professional naming makes the first impression count

A strong brand name immediately creates meaning. It tells a story, triggers emotions and conveys attitude — even before a word is uttered. Naming depends on precision and strategy: good names are rare, valuable and decisive for brand success.

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Our services in the naming process:

• Development of brand, product and company names
• Definition of clear naming strategies and naming systems
• Linguistic and legal (trademark) checks
• International naming checks and linguistic analyses
• Definition of naming strategies and naming architectures

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Slogan development — putting attitude into words

A strong slogan summarizes the brand idea in one brief sentence. It can explain, emotionalize, or show an attitude.
We combine creative language concepts with target group-oriented impact measurement to develop slogans that are memorable — and strengthen brand identity.

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Our approach:

• Development of claims and slogans, incl. pre-checks
• Impact tests based on linguistic psychology and semantics
• Integration into brand strategy and corporate language

Our many years of experience in slogan analysis and impact measurement give us a clear advantage in designing concise, targeted messages.

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Result: brand names and slogans that differentiate, create trust and are successful in the long term — both nationally and internationally.

Systems & Guidelines

‍Verbal branding guidelines — language as part of brand management

Around 90 % of all companies have a corporate design manual — but only around 30 % define their linguistic brand guidelines just as clearly. Verbal branding is a central component of a consistent brand identity.

Brand language guidelines translate brand strategy into language. With clear, easily applicable rules they break down and emphasize the brand positioning and impact profile. This way, all employees can understand and phrase the brand message, bringing it to life over and again.

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Typical contents:

• Keywords and "no-words"
• Use cases (texts, headlines, slogans)
• Brand-specific glossaries
• Basics for efficient translation management

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Language for orientation within the brand portfolio

Many brands offer a broad portfolio of products and services. Increasing complexity often makes clear structuring and comprehensible communication difficult.

Language supports order and orientation: it simplifies, connects and differentiates — so that customers can clearly understand your offer.

Using cases and benchmarks, we show how complex product portfolios can be transformed into an understandable, attractive offer structure — verbally consistent and customer-oriented for a strong branding.

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Collaboration with strategy, product management and sales

In close coordination with product management, branding & communication as well as sales departments, we develop language systems that are understood internally and effective externally. Always keeping in mind: what does the target group expect — and what would be the best way for the brand to address these expectations?

The emerging brand language creates orientation, builds trust and strengthens brand identity — both internally and externally.