Branding, positioning and the
right marketing strategy
Building an attractive, authentic brand is one of the most important pillars in marketing and is at the heart of our agency services. There are many good reasons for this, because well-thought-out brand work pays off in practically every economic phase.
- Are times troubled? The strong brands remain on course.
- Is competition increasing? The strong brands prevail.
- Is the upturn here? The strong brands benefit the most from this.
But what actually makes a strong brand and how is it structured?
In marketing – as in many disciplines – there are different ways to design or represent a brand. We prefer a clear, pragmatic approach in which the brand image is based on the following four components:
- Brand core
- Brand story
- Brand mission
- Brand principles
Interestingly, it makes sense not to start directly with the core of the brand, but to describe it at the very end. The brand core is the ultimate condensation of what the company or brand achieves and is the ultimate experience from all brand levels.
The brand story arises from the founding story or original idea and essentially defines the DNA of the company, which can usually be felt and experienced to this day. The brand mission (mission statement) is then the clearly formulated order that results from the original idea or origin story. Here the core task of the company/brand is chiseled into two or three clear sentences. The brand principles subsequently ensure that the brand mission is carried out in the best possible way. They are clear principles of action that ensure that the mission stays on track and is successful.
“Brands can be trained”
From strategy into creation and action planning
For us, the entire strategy development is controlled by clear thoughts and simple questions. It results in clear positioning statements and target definitions and then leads to creation and effective advertising and action planning. This way and not the other way around.
Others call this e.g. B. Brand Consulting or Strategic Planning… is also fine with us. What is important is that at the end there is a strategy that makes things clearer and does not complicate things.
As a branding agency with locations near Vienna and Munich, we not only design the branding process, but also the brand design and the entire campaign. A consistent appearance across all (advertising) channels is an elementary expression of a strong brand. To do this, we develop a clear, recognizable look with expressive symbolism and a coherent corporate design.
Brand positioning vs. management consulting
Management consultancies also offer brand positioning and usually follow a very analytical, data-driven approach that sometimes neglects the emotional brand aspects. Of course, we also rely on a valid database when making strategic decisions. We have long been generating this not only with classic market research, but increasingly on the basis of powerful online tools that enable practical real-time analysis of data. In addition, we combine these quantitative findings with the qualitative and personal levels of the brand to create a holistic picture.
“With all the data, please
don't forget the heart"
Strategic marketing and communications consulting
We provide this advice on the following points:
- Determination of the current and target situation
- Market and competition analysis
- Definition of target groups and buyer personas
- Sharpening positioning and brand image
- Creation of the corporate design
- Development of the creative campaign
- Media strategy and advertising planning
- Sales and distribution strategies
You can easily find out whether we are the right partner for the (further) development of your brand or company.
We cordially invite you to a strategy call in which we will discuss your current situation and our approach in detail. Free, non-binding and insightful.