Brand strategy

For a new brand, the development of a concise and registrable brand name is also part of the brand strategy.

What elements does brand positioning include?
Brand positioning is the unique position of a brand in the market compared to its competitors, based on specific characteristics and values.

To this end, a relevant and differentiating brand promise, an inspiring brand story and a concise brand personality are developed. Brand positioning also includes key messages that convey the positioning – along defined thought leadership topics.

The positioning is based on the business strategy and relies on purchase drivers, market opportunities and the corporate vision.

What is the purpose of a brand architecture?
The term brand architecture refers to the structured organization and hierarchy of a brand or brand portfolio, including the relationships between corporate, product and sub-brands. 

A brand architecture project clarifies, for example, the question of how many and which brands a company needs to successfully operate its business and reduce costs.

What are the biggest mistakes when developing a brand strategy?

• Unclear positioning: a brand with an unclear positioning does not develop relevance – and will not become a preferred brand.
• Lack of differentiation from competitors: a brand that does not stand out positively from the competition will not attract attention. A clear differentiation is crucial to succeed in a highly competitive market.
• Neglect of stakeholder needs: a brand that does not address the purchase drivers of its customers loses relevance and will also find it difficult to reach new customers.
• Too large a brand portfolio or a complex brand architecture: a brand portfolio that has grown historically or has a complicated structure dissipates the attention of customers and weakens the overall perception of the company. In addition, a large brand portfolio requires considerable financial and human resources.