Brand management with a gut feeling … that went well in the past at companies with charismatic leaders and managers. Today, this is different in most companies. Perhaps there is still something of the spirit of the founder in the air. However, often a different climate has been brought to the company by a change of generations, growth, mergers and acquisitions, internationalization, or investors. Especially owner-managed small and mid-sized B2B companies are often in a state of limbo between old and new. This is all the more reason for the desire to regain authenticity, know one’s own strengths, and be aware of oneself. The focus is values and behaviors that become visible and tangible in the corporate brand, consumer brand, and employer brand.
A clearly defined brand positioning statement is the cornerstone of brand management at the branding agency. Brand positioning offers the space to formulate all the values, messages, and images of the brand personality and long-term brand orientation. And it builds a hard and fast basis from which a clear brand strategy and long-term brand communication can be derived for daily branding work. Fundamentally, this touches corporate identity in its entirety. Through corporate design, the company becomes visible and anchors itself visually in the minds of employees, customers, and stakeholders. Through corporate communication, the company can be heard. And through corporate behavior, the company can be experienced. The appearance of the brand and the use of the brand, messages, content, images, and relationships all find a basis for reference and experience.
Brand management can be experienced in brand and marketing communication. In this case, brand positioning is also the permanent benchmark for planning marketing measures. Which measures support which aspects of positioning and therefore support the brand? In such a frame of reference, it is easier to decide on target group appeals, brand messages, and implementation.
Central management of branding is a duty of top management. In that respect, as a branding agency, INCREON is a sparring partner and a consultant to enterprises. With experience and sensitivity, we support growing companies which are often family-run or have appointed managing partners. Brand management is implemented in the marketing, communication, sales and distribution, and human resources departments.