Branding b2b

Building upon a workshop or an in-depth analysis of the brand environment, we develop the brand platform. This usually contains the following elements:

• Brand essence: the linguistically shortest form in which the brand identity can be summarised. Sometimes, but not always, the brand essence becomes the slogan or the signature baseline.
• Brand vision: the world view of the brand. This is often far from the well-meaning but not very credible ideals we read on corporate websites.
• Brand mission: What does the brand want? Here, too, it is a matter of giving a sincere and realistic account of what we are actually striving for and what we can achieve.
• Brand values: Values are often not worth the paper they are written on – since something very different is lived. But that is exactly what this is about: finding out what really moves the brand – and its employees.
• Brand promise: What does the brand promise to its stakeholders? What can a customer, supplier, investor, employee or society expect from the brand?