Brand advice
Investing in a brand should help differentiate it from the competition beyond its offering. However, brand management faces major challenges. It can be observed that brands are becoming increasingly interchangeable for customers. Brand management is also often forgotten in the context of digitization and innovation management. Strong brands only emerge when they are a fundamental part of a company’s strategy. Our brand consulting starts at the strategic level. We develop a positioning to which all activities must be aligned. In addition, we accompany up to the implementation and the regular control. We rely on valuable customer insights and consider customer value in our analyses. Brands must not be aligned with the average, but above all with valuable customers.
In our network we have unique competencies on the subject of brand management. We offer everything from strategic conception to graphic and textual design by top experts from a single source. Numerous companies in various industries rely on our brand management support.
Our competences in the field of brand consulting
Evaluation brand
Quantitative positioning analysis
Analysis of brand attitude and
-behavior of employees
Brand strategy
Definition brand identity
Definition positioning
Definition target system
Brand implementation
Graphic implementation of the positioning
Implementation support at all touchpoints
Controlling brand
Definition roadmap
Definition playbook
Procedure brand consulting
Analysis of Positioning Options
Based on our DTC consulting approach, an overview of the six brand identity dimensions is created in a first step. In a second step, possible positioning options are qualitatively determined in co-creation workshops with customers. In the following step, the relevant options are evaluated by means of a quantitative customer survey. In doing so, we take a customer value perspective into account so that the positioning is not based on the average but on the valuable customers. In addition, we offer to evaluate the attitude and behavior of employees in relation to the brand.
Define Positioning
Based on the analyzes we have created, we define the brand architecture in a first step. New digital offers and business models in particular must be optimally integrated into the brand architecture. In a further step, the target identity for the brand is determined. Based on the argumentation tree method, we derive an active and differentiating positioning. In addition, a target system is set up as to how the brand strength can be increased in the future.
Implement Positioning
We train employees in positioning in terms of the brand promise and brand behavior. In addition, we supported with our graphics team in the visual implementation of the brand at all relevant touchpoints. If desired, we implement the brand at all touchpoints of the company.
Control Positioning
We carry out an annual brand strength measurement to monitor the development of the brand over time. The brand can only be strengthened over time through systematic brand controlling. We offer the creation of an internal roadmap and a playbook so that the measures chosen will lead to a strengthening of the brand with a high degree of certainty.
Case: Brand management service provider
Our resources in the area of CRM consulting
In our brand consulting, we build on the identity-based brand management approach of Meffert/Burmann. A brand has the goal for companies to differentiate themselves from the competition beyond the offer. For customers, a brand has the goals of providing security, prestige and orientation.
The brand identity determines what brand promise the company wants to make to the outside world and how it wants to behave. Identity consists of six dimensions and is condensed into positioning.
Positioning is the condensation of the brand identity. It should not only be reactively aligned to existing customer needs, but should always actively consider the future development of customer needs.
Brand image is the impact of a company’s brand activities. If the brand promise is congruent with the brand behavior as perceived by customers, a strong brand can emerge.
