Strong Brands Have a Plan
In my brand consulting work, the focus is on brand development and brand management. Experience shows that clearly positioned and consistently managed brands are more successful than others. Usually, it all starts with a concept that includes objectives, strategy, and measures. This plan saves both time and money, as it prevents measures from being implemented on a trial-and-error basis and instead provides a clear “why are we doing this” and “how are we doing this”. One example from my work is the development of a new business unit brand for the Cologne-based digital agency Fairrank. More…
The Brand Workshop and Brand Development
At the outset, I prefer to work in a workshop format. Here, we work together! The aim is to distil the essence of the brand. This work is an investment – both in terms of time and money. However, it is well worth it, as the focus becomes clear. The brand value system is defined, and a great deal of time – and therefore money – is saved on future briefings. Step by step, I guide participants through the various facets of the brand concept. Existing elements are integrated, new information is added, and connections are identified. The result is a clear brand key, which serves as the “blueprint” for all strategic and operational activities. Symbolically, the brand key must “fit” into every format; otherwise, brand conformity cannot be ensured.
Just as every brand is unique – and should be (keyword: strategic competitive advantage or USP = Unique Selling Proposition), the process and content of the brand workshop are also tailored individually, based on an initial conversation. Preparation, follow-up, and the actual execution are all part of the process. In advance, I immerse myself in the brand world and gather a variety of information, for example about competitors, existing business, or through a SWOT analysis. During the workshop, we move from the roots of the brand, its origins and heritage (including the founders, among others), through the target groups, personas, their insights, and the environment, right up to the brand core. Afterwards, the workshop content is refined and the right words are found to express the brand core. Brand building is usually a process – it is always advisable to conduct a review from time to time.
Business Development and Brand Management
Brand strategy is always embedded within the overall business strategy. Vision and mission are the foundation of any business activity – or at least they should be, in order to be perceived as sustainable, long-term, and credible. Brand consulting means brand development and brand management with an external perspective. In addition to the strategic brand model, I also advise companies on general business topics such as sales strategy (sales funnel, selection of suitable sales channels), market entry strategies (timing, models), growth opportunities and how to seize them, as well as business development. Together, we work on cases using tools such as the Business Model Canvas or other strategic frameworks.
