What really makes a brand a lovebrand? Hanna, Brand Strategist and Jana, Art Director at BREITETIEFE take you to the kitchen table – where brands are truly discussed, loved, and sometimes defended. In an honest dialogue, the two show why identity, attitude, and visible design are inseparably connected when it comes to strong brands.

At home on Sundays at the table with sons who passionately defend both different football clubs as well as Apple or Samsung – it quickly becomes clear: It's never just about technology or sports. It's about true identification. About the feeling, "that's me". Brands accompany us like good friends, evoke emotions, and are part of our everyday conversations. As a brand strategist, I realize: this is the lever of effectiveness. Those who choose a brand are committing – to values, attitudes, a community. And that only works if a brand knows its identity and tells it smartly.

And this "being told" is more than just words. For me, brand impact begins where the story becomes tangible – through colors, fonts, shapes, and visual worlds. I always ask myself: How can design make a brand's attitude not just visible but also emotionally tangible?

When someone picks up the Elmex tube from the shelf, it feels different than a lifestyle toothpaste – because they signal something different: The importance of protection in communication may have a different priority for both. Strategy shapes the core, design creates recognition and emotion. This connection is precisely our BREITETIEFE ambition.

This is also the exciting part of brand work: Those who buy Zotter, for example, consciously choose sustainability and innovation, for ethical enjoyment – not just for chocolate. Successful brands manage to create true belonging through consistent communication and lived values.

Our approach is to work with our clients to develop the brand identity. We develop a Master Narrative – the brand's hero story that works across all touchpoints. A brand is strong when it becomes a marker of a community with which one gladly connects.

You can feel this community when the design is truly consistent. To me, good design is the uncompromising translation of brand strategy: starting from the color scheme, through the logo, to every social media post. Each element tells the same story, conveying to the audience: You belong here, this is your world.

Design is then no longer an end in itself but has an effect – daily, in small and large ways.

This especially comes to mind with the topic of employer branding. The brand identity attracts people who truly fit it – whether customer or employee. Those who want to attract talent today need no empty promises, but an experiential and tangible brand identity. This works particularly well when brand strategy and design go hand in hand.

Strong brands emerge where strategy becomes attitude and design becomes experience. When both disciplines play together, the brand not only stays present – it touches people deeply and builds genuine relationships.

That is our drive at BREITETIEFE: to give brands stories and faces that connect and move.

Brands aren't simply loved; they grow through clarity, meaning, and recognition. Where strategic depth and creative design are consistently linked, genuine brand impact emerges – not just on the shelf or on the smartphone, but in the mind and heart.

Interested in rethinking and making your brand identity visible?
We are ready for the journey together.

Then let's have a conversation – preferably over coffee at the kitchen table. Write to us, and together we will find out what makes your brand a lovebrand. Hanna Peluso-Nemec and Jana Windhaber are available for a non-binding conversation!