How to define a sustainable brand and ensure flexibility for current and future needs?
How to define a sustainable brand and ensure flexibility for current and future needs?
Branding Process
The branding process is a systematic approach to building a firm's brand. The brand building process can be applied to either the build of a newly launched brand or the development of an existing brand.
Challenge
Building a distinctive brand is no easy feat. It's a complex journey that reaches beyond creating a slick logo and a catchy tagline. It requires time, investment, and above all, skills.
Today's customers have many choices.. They have hordes of brands competing for their attention. As a result, they're drawn to attractive, authentic, memorable brands that they can relate to on an emotional level. In an age of ever-growing competition, striking the right emotional bridge is key to standing out from the others. The most successful brands today are those that are distinct and those that build lasting relationships with their customers.
Here are six branding missteps that I have seen too many times. The branding process will help you overcome these challenges.
. Losing touch with brand touchpoints
. Lack of understanding of brand story
. Skipping steps and processes in order of priority
. Lack of an integrated brand image and message
. Creating products and services without a brand foundation
. Brand name, image and message are unrelated to brand values
Today's customers have many choices.. They have hordes of brands competing for their attention. As a result, they're drawn to attractive, authentic, memorable brands that they can relate to on an emotional level. In an age of ever-growing competition, striking the right emotional bridge is key to standing out from the others. The most successful brands today are those that are distinct and those that build lasting relationships with their customers.
Here are six branding missteps that I have seen too many times. The branding process will help you overcome these challenges.
. Losing touch with brand touchpoints
. Lack of understanding of brand story
. Skipping steps and processes in order of priority
. Lack of an integrated brand image and message
. Creating products and services without a brand foundation
. Brand name, image and message are unrelated to brand values
Solution
Our proven process is what sets us apart. Together in collaboration with our clients, we develop a five-step roadmap which forms the foundation of our 360-degree branding process. We believe every client is unique and there's no one-size-fits-all brand roadmap, so your branding should be too. We'll walk with you, side-by-side, to help you find your dream brand, communicate your passion and realise your vision.
Our aim is to create brands that are clear in their message, captivating in their image, and unique in their USP. This will enable them to position themselves in the market and stand out from their competitors.
Our Brand Process consists of four interrelated phases, each building upon the last:
1. Brand Discovery
2. Brand Define
3. Brand Design
4. Brand Deliver
Our aim is to create brands that are clear in their message, captivating in their image, and unique in their USP. This will enable them to position themselves in the market and stand out from their competitors.
Our Brand Process consists of four interrelated phases, each building upon the last:
1. Brand Discovery
2. Brand Define
3. Brand Design
4. Brand Deliver
1. Brand Discovery
In brand discovery we use a sprint workshop to extract your brand's essence, market, and competitors. We start by learning everything about your brand, identifying your brand's scope, and vision and establishing its foundations.
Deliverables:
· Brand Workshop Read more..
· Brand Audit Read more...
· Brand Analysis
· Market Analysis
· Competitors Analysis
2. Brand Definition
We know where your brand is now! This is necessary but not sufficient. Now we need to know where we want to be, and how? This phase includes a full strategic roadmap, and specific outputs like target audiences, brand architecture, brand positioning, and brand touchpoints & audiences. We define your brand's vision, mission and values. We work through specific exercises to define core elements, building a complete image and message of the character you want and you need.
Together, we build a brand that both you and your customers will be proud to have.
Deliverables:
· Brand Name and Message Read more...
· Brand Positioning Read more...
· Brand Touchpoints and Audiences
· Brand Architecture Read more...
· Brand Personality
· Brand Vision, Mission, and Values
. Service and Product Definition
· Brand Roadmap
3. Brand Design
Now that we know who you are, where you're heading, and who you're talking to, it's time to put it all to work. We'll get into the world of visuals with you, building a style that matches your ambitions and commercial goals while connecting seamlessly with your audience.
This is the part our clients love, with exciting logos, color palettes, typography, stylescapes, and photography. It's where your brand vision comes to life as a business.
Deliverables:
. Brand Identity Read more...
· Brand Guidelines/Brand Book Read more...
Tone of voice
Logo and how to use it
Color palette
Typography
Pattern/Style
Imagery style/Composition
Graphics/Icons
4. Brand Deliver
The last step is getting your brand out into the world. We work together to apply the chosen image and messaging to your marketing channels, brand campaigns, and audience touch-points. No matter what industry or sector you are in, we have the experience to help launch brands from concept to execution.
Whether you're in the luxury goods, food industry, or anything in between, a memorable, tailor-made brand is what makes you stand out.
Deliverables:
· Brand Launch/Implementation
· Brand Registration and Protection
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Brand Campaign
· Annual Performance Audit
In brand discovery we use a sprint workshop to extract your brand's essence, market, and competitors. We start by learning everything about your brand, identifying your brand's scope, and vision and establishing its foundations.
Deliverables:
· Brand Workshop Read more..
· Brand Audit Read more...
· Brand Analysis
· Market Analysis
· Competitors Analysis
2. Brand Definition
We know where your brand is now! This is necessary but not sufficient. Now we need to know where we want to be, and how? This phase includes a full strategic roadmap, and specific outputs like target audiences, brand architecture, brand positioning, and brand touchpoints & audiences. We define your brand's vision, mission and values. We work through specific exercises to define core elements, building a complete image and message of the character you want and you need.
Together, we build a brand that both you and your customers will be proud to have.
Deliverables:
· Brand Name and Message Read more...
· Brand Positioning Read more...
· Brand Touchpoints and Audiences
· Brand Architecture Read more...
· Brand Personality
· Brand Vision, Mission, and Values
. Service and Product Definition
· Brand Roadmap
3. Brand Design
Now that we know who you are, where you're heading, and who you're talking to, it's time to put it all to work. We'll get into the world of visuals with you, building a style that matches your ambitions and commercial goals while connecting seamlessly with your audience.
This is the part our clients love, with exciting logos, color palettes, typography, stylescapes, and photography. It's where your brand vision comes to life as a business.
Deliverables:
. Brand Identity Read more...
· Brand Guidelines/Brand Book Read more...
Tone of voice
Logo and how to use it
Color palette
Typography
Pattern/Style
Imagery style/Composition
Graphics/Icons
4. Brand Deliver
The last step is getting your brand out into the world. We work together to apply the chosen image and messaging to your marketing channels, brand campaigns, and audience touch-points. No matter what industry or sector you are in, we have the experience to help launch brands from concept to execution.
Whether you're in the luxury goods, food industry, or anything in between, a memorable, tailor-made brand is what makes you stand out.
Deliverables:
· Brand Launch/Implementation
· Brand Registration and Protection
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Brand Campaign
· Annual Performance Audit
Featured Project
Holtmann
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany. Holtmann is one of the leading trade fair and event service providers in Germany and around the world.
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany. Holtmann is one of the leading trade fair and event service providers in Germany and around the world.
Challenge:
An absence of an integrated brand strategy and identity
It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.
As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.
The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Results:
Market Impact and Growth
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
An absence of an integrated brand strategy and identity
It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.
As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.
The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Results:
Market Impact and Growth
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
FAQ
Here is an overview of the most frequently asked questions about branding process.
The branding process is a systematic approach to building a firm's brand. The brand building process can be applied to either the build of a newly launched brand or the development of an existing brand.
Architects build buildings from the ground up. The brand process helps you build your brand in order of priority from the foundation, not the fifth floor!
An integrated branding process with a better understanding of your company/brand, market, customers and competitors can create a distinctive brand.
Below are just a few examples of the benefits of an integrated branding process:
Create a unified image and message.
Better understanding of the brand story.
Creating products or services related to the brand base.
Integrated image transmission of brand image and message at all brand touchpoints.
Creating a unified look and feel for the name, image and message of the brand with brand values.
Maintaining a consistent and integrated brand look & feel for all visual communications across multiple/all touchpoints.
Below are just a few examples of the benefits of an integrated branding process:
Create a unified image and message.
Better understanding of the brand story.
Creating products or services related to the brand base.
Integrated image transmission of brand image and message at all brand touchpoints.
Creating a unified look and feel for the name, image and message of the brand with brand values.
Maintaining a consistent and integrated brand look & feel for all visual communications across multiple/all touchpoints.
As you know, there is no one-size-fits-all branding process. The time required for the branding process will depend on the size, stage and needs of the company.
The average of a full branding process takes 3 to 12 months to complete from beginning to end. That timeframe includes brand discovery (brand audit, upfront research and analysis, name conceptualization and trademark approval), brand strategy (brand architecture and positioning), brand identity design, and brand growth (implementation of a thoughtful engagement campaign and then the launch).
This time can be less for SME, and longer for a large enterprise.
The average of a full branding process takes 3 to 12 months to complete from beginning to end. That timeframe includes brand discovery (brand audit, upfront research and analysis, name conceptualization and trademark approval), brand strategy (brand architecture and positioning), brand identity design, and brand growth (implementation of a thoughtful engagement campaign and then the launch).
This time can be less for SME, and longer for a large enterprise.
When we talk about the branding process, pricing comes in a wide range depending on your company's size, stage, needs and the expertise of the design consultant/agency. As you know, the process starts with a brand workshop, and for example in the case of brand identity, costs can range anywhere from € 10,000 for brand naming and claims or €15,000 for a corporate design to € 1,000,000 for a complex brand concept including brand strategy, brand identity, and brand growth with multiple brands. (Sometimes only premium domain prices have a number in the 6 or 7 range).
The Alliance of German Designers has drawn up an agreement that provides guidelines for companies and designers in service calculation. The Design Compensation Agreement (VTV DESIGN) of the AGD sets an hourly rate of 105 € (net) per hour for conceptual and operational design, and 120 € (net) for strategic design services. The following values can be considered.
Brand Workshop: from € 2,500
Brand Audit: from € 2,500
Brand Story: from € 5,000
Brand Strategy: from € 15,000
Brand Naming: from € 10,000
Brand Messaging/Slogan/Tagline: from € 2,500
Brand Identity/Corporate Design: from €15,000
During the branding process, costs should be listed transparently in the offer. In addition, it should be clear which services will be provided in what timeframe. Therefore, we think a fixed-price service is better than an hourly wage, since it is based on results, not hours worked. You can explore the service price in the FAQ section of each solution/service page. If you need more information, please contact us.
The Alliance of German Designers has drawn up an agreement that provides guidelines for companies and designers in service calculation. The Design Compensation Agreement (VTV DESIGN) of the AGD sets an hourly rate of 105 € (net) per hour for conceptual and operational design, and 120 € (net) for strategic design services. The following values can be considered.
Brand Workshop: from € 2,500
Brand Audit: from € 2,500
Brand Story: from € 5,000
Brand Strategy: from € 15,000
Brand Naming: from € 10,000
Brand Messaging/Slogan/Tagline: from € 2,500
Brand Identity/Corporate Design: from €15,000
During the branding process, costs should be listed transparently in the offer. In addition, it should be clear which services will be provided in what timeframe. Therefore, we think a fixed-price service is better than an hourly wage, since it is based on results, not hours worked. You can explore the service price in the FAQ section of each solution/service page. If you need more information, please contact us.
1. Information Form:
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.