Branding & Re-Branding = long-term thinking

Branding consists of several processes that collectively create the image in the mind of the consumer. This process is tied to a certain period of time. It is therefore important to regularly re-evaluate and adjust the various points or to re-brand them over time.

Brand identity – how does the company present itself to the outside world?
We mainly look at the name, the logo and the corporate identity.

Brand positioning – how does the company differentiate itself from its competitors?
What is its unique value? How does the company present and profile itself?
Through its communication, the company can differentiate itself or its products from other companies and gain a unique place among its target audience to the detriment of its competitors. It is therefore important to regularly evaluate and improve brand positioning through market research or working with focus groups and trend analyses.

Brand experience – how does the consumer experience the brand?
What emotions does the brand evoke from the first acquaintance to the purchase and use of the product or service? Do the customer's expectations match the visual message and communication the company uses? Is the use of the colors, the logo, the tone of the message and the way the brand presents itself online and offline in line with the expectations it creates? The brand experience is therefore an important part of any company's marketing strategy.

The loyalty, positive experience and appreciation can be further strengthened with good customer service and unique products or services that match the wishes and needs of the customer.

Brand value – why does the consumer choose this brand?
What value does the consumer give to the reputation and quality of the brand? This can be done by investing in marketing and publicity, offering high-quality products and services, and maintaining a positive reputation in the industry.

Ultimately, the perception of brand value will help determine the price the consumer is willing to pay for a particular service or product.

Brand integrity – does the company live up to its promises and its values?
What about the authenticity, reliability and promises of the brand? Does this align with the expectations of the consumer that were created during the initial communication? Customers attach great importance to transparency and honesty. A brand with high integrity is often associated with reliability, quality, and is likely to experience greater customer loyalty and have a better reputation in the industry.

The process of branding can be both internally and externally focused.
Internally focused on building a strong team, culture, and manageable internal processes that support the brand.
Externally focused on the communication of the brand to the target group.

Branding & ReBranding ... Synonymous with sustainable growth

A consistent and efficient branding strategy is synonymous with sustainable growth. But nothing lasts forever. Over time or due to market conditions, re-branding seems appropriate for:

  • increased competition that requires you to adapt or expand your story
  • approaching a new target group
  • becoming top-of-mind again
  • merger, acquisition
  • launch of a new business strategy
  • launch of a new innovative strategic concept

Successful branding occurs when the customer's perception matches the perception of the internal processes

To be successful in the long term, external communication and imagery must be in line with the expectations of the target group. The customer's experience is a big determinant of future success.

In order to win and maintain the taste of that customer, it is necessary to continue to work on brand integrity, brand value, brand positioning, brand identity and brand experience. These brand variables largely determine the customer's loyalty to the brand and your success.

Our references for Branding