Brand Development

Analysis

Going with your gut works – sometimes.
However, the starting point for any brand development should be a solid analysis.
To get a comprehensive picture of the situation, I analyse and evaluate different areas of your brand.

Topics & Tasks:

  • brand offer and business model

  • target group segmentation and characterisation

  • market and competitive situation

  • trends and developments in social, economic and technological terms that will shape the brand environment in the future

  • strengths, weaknesses, opportunities and threats of your brand

Positioning

High ambitions need deep foundations. Brand positioning is the foundation of successful brand development. If we know where to go with your brand, we can develop structured and focused measures to achieve this positioning.

Topics & Tasks:

  • use of insights and success factors from the analysis to draw possible
    positioning scenarios

  • evaluate and discuss pros and cons

  • pick the most promising positioning

  • describe actions that have to be taken to achieve this positioning

Identity

Having a clear brand positioning is just the beginning. A compelling brand identity is necessary to communicate what your brand stands for to customers and employees alike. I help you in the process of defining the essential building blocks of your brand identity.

Topics & Tasks:

  • long-term vision

  • mission in the day-to-day business

  • strengths and customer value propositions

  • character to describe the look & feel of the communication

  • values that define the way you think, act and work together in the company

  • core message that will anchor your brand in the mind of the target audience

Architecture

Living together under one roof requires thoughtful consideration for others. With several brands and products under the roof of a company, a brand architecture helps you to organise the relationship of these to each other and the company. A strategically formulated brand architecture ensures a clear positioning and a coherent experience of your brand.

Topics & Tasks:

  • brand portfolio overview, hierarchies and relationships to each other

  • criteria for (re-)structuring and organising brands in the architecture

  • effects of brand architecture on communication and design of the brands

  • solutions for visual distinction of individual brands in the portfolio while maintaining the connection to the parent company

Manifestation

Brands need to be tangible to be perceived. Based on the brand’s positioning and identity, as well as the desired architecture, your brand’s appearance is developed in various dimensions. Specialists from different disciplines are involved in this process. Together with these specialists, we develop your brand appearance.

Topics & Tasks:

  • visual design of the brand

  • naming approach for the brand, it’s products and services

  • story, themes and messages for communication to underline the position of the brand

  • tonality of the brand communication

  • characteristics that the brand’s products have to convey

Guidance

Change requires the understanding of everyone involved. A brand development is only as good as its communication to the people who need to understand it - and these are not only customers but above all the employees who act as ambassadors for your brand every day.

To ensure a consistent understanding of your brand and equip everyone with the knowledge to represent it, we create the essential content needed for impactful brand communication.

Topics & Tasks:

  • brand guidelines to ensure employees use your brand properly

  • formats, e.g. brand trainings for employees

  • frameworks and tools for brand governance

Conception

At a certain stage of development, it is time to release the brand into the wild. The strategic work is now put to the test. I help you to develop holistic customer journeys, specific brand touchpoints and communication concepts of all kinds.

Topics & Tasks:

  • customer journey mapping

  • structure and content development of websites, apps, films, company presentations, brochures

  • concept creation in the area of sponsorships, brand cooperations and events

  • developing spatial brand ideas for stationary retail, showrooms and trade fairs

Employer Branding

Customers are just one audience to consider. At a time when every company is competing for skilled workers, it is more important than ever to present yourself as an attractive employer. I support you to develop a strong employer brand.

Topics & Tasks:

  • stakeholder analysis

  • employer brand positioning scenarios

  • defining the employer value proposition

  • creating actions based on the EVP

Get In Touch

Share your challenges with me, and let’s develop solutions together.

Contact

Alexander Barth
Brand Strategy Consultant
Munich, Germany
alexander.barth@axbh.de
LinkedIn: visit profile