: Brand Identity

Today’s customer has an average of 20 touch­points from information to purchase. That means 20 encounters with the brand across a wide variety of channels, situations and inter­actions. To be effective, a brand needs a clear identity that is always recognisable every­where – while at the same time always differen­tiating itself from the competition wherever you encounter it.

Brands are programma­tically managed and oriented towards algorithms to an ever-increasing degree. We prioritise one conviction over this develop­ment: It may be easier to reach people through data, but not to convince them. What is convin­cing is a brand identity, characte­rised by a differen­tiating and wholly coherent main idea. We derive this idea methodi­cally yet boldly. And in close dialogue with our clients.

A company’s ethos and values play an ever increa­singly important role in customer loyalty and purcha­sing decisions. Ethical, cultural and social positio­ning have a profound impact on strategic orien­tation and accep­tance. But simply listing values is not enough. We incorporate these questions into branding aspects in a structured way, and show how solutions can become vital and credible.

Demarcated marketing disci­plines exist only in theory. From a customer’s pers­pective, there is no media separation bet­ween a digital visit to a web­site and a real-life visit to a showr­oom. Ideally, however, an overall percep­tion of the brand and its identity should prevail. Which is why in our studios, we do away with artificial bounda­ries between the disci­plines of spatial design, product design and digital formats. And we’ve been doing this for more than 20 years.