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Brand Soul – what differentiates the brand
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Brand Effect – how the brand leaves its mark
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Brand Design – how the brand shines
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Employer Branding – how the brand excites employees
Brand & Strategy
What brands need to be fit for the future.
BREITETIEFE is a companion for the future viability of brands and companies. Our team solves challenges with broad and deep knowledge as well as years of experience.
ProjectsStep by step to a future-proof brand
1 Brand Soul - The Heart of the Brand
A brand is much more than the glamorous facade. A brand is what makes a company and organizations distinct, unique, expressive, and strong. That's exactly what matters to us in the strategic development of the Brand Soul. It's about making the people who interact with the brand tangible and understandable with their expectations and needs. It's about finding, sharpening, optimizing, and most importantly developing the core of the brand with its values, promises, and own standards in a way that is understandable and communicable. And it's about developing young and old brands together strategically so they work internally and externally as they should.
2 Brand Effect - Bringing it to Implementation
Strategic branding concepts are worthless if they are not made effective. The Brand Effect casts the Brand Soul into a Strategic House and thus into the operational framework. Vision and mission are linked with persona clusters, and the necessary internal and external processes are defined to convince through brands - from structural optimizations, channel selection to targeted addressing of relevant people. Every strategy must prove itself in reality. That's why we think dynamically about brand strategy from the beginning, ensuring it not only works in business structures but truly functions, and we accompany our clients along this path.
3 Brand Design - Helping Brands Shine
Every brand needs a face that not only looks good but conveys the right feeling with the right means to the right people. We ensure this with Brand Design, which is much more than just a CD. Brand Design is the ambition to do the right thing at every touchpoint with the brand. And it is the assurance that the Brand Soul vibrates and unfolds its strength with every contact with the brand. Brand Design means everything stands in the context of the strategic brand - from advertising to social networks and sales materials to internal look and feel. And that it not only looks good but inspires.
4 Employer Branding - Turning Employees into Fans
The Employer Brand is only part of the brand - but a very important one. It's the central promise to existing and future employees and gathers everything relevant and interesting to them. Employer Branding is much more than just a recruiting campaign. It is the response to the question of what makes a brand an employer, where the brand wants to develop, and what makes the brand special in all this. Hence, Employer Branding is strategic. And it is the necessary foundation for attracting the right employees to a company. Only those who know whom they want to address and why can truly convince the best minds and captivate them.
Strong brands with a clear commitment to an independent strategy and well-grounded knowledge about their own target groups provide orientation in the brand and product jungle and a clear competitive advantage for our clients. – Hanna Peluso-Nemec
Schedule a meetingFor us, strategic brand work means understanding, clarifying, and further developing the heart of the brand - for the relevant people, with the right values, and geared towards the future.
Strategy is only good when it works. We don't develop lifeless concepts, but instead bring Brand Souls to life operationally - within existing structures and with new organizational impulses.
Each touchpoint and persona group has its own requirements. We ensure that all are addressed correctly everywhere, without losing the brand soul anywhere.
At the center of our strategic brand work is always the human being. Therefore, we work with the personas concept and thus with archetypes of real people, not just target groups.
The vision is the future aspect of the brand. The mission is the organizational claim based on it, which becomes a promise to the relevant persona clusters when implemented. Together with the values grounded in the company, these aspects form the Brand Soul.
In the Strategic House, not only do the relevant persona clusters come together with vision and mission, but they are also made measurable and comprehensible through key figures. The strategic house is the answer to the question of how to make Brand Souls effective - communicatively and in the various corporate areas.
The search for the right employees is one of the biggest challenges of our time. The question is no longer how a company can attract the right people, but whether it can secure them at all. Those who want to succeed in the competition for the best minds must convince with values and be prepared to adapt to the new requirements of the job market - that's where we help.
We create future-proof brands that can not only be successful in the coming years but are also and especially capable of responding quickly and successfully to new demands. To achieve this, we consider future scenarios in all strategic processes. From climate to AI - our brands are prepared for everything.