Essential: a careful diagnosis.
In a joint workshop, we get to the bottom of the brand: What’s going well in communication, where are the problems? The brand DNA is critically analysed and realigned in teamwork – from vision and mission to brand voice.
Task
Klinge Pharma is a medium-sized pharmaceutical company that has stood for over-the-counter and prescription medicines and healthcare products with a constantly growing range for over 90 years. The market is highly competitive. The brand therefore needed to be strengthened and, above all, made more visible in the area of employer branding.
Brand workshop
In a joint brand workshop, the basis for revising the brand was developed: Who belongs to the target groups? What does the current brand design look like? How do the company’s own employees currently perceive the brand image? In an interactive dialogue, we worked out together what defines the Klinge Pharma brand today.
Vision, mission & brand compass
The result of the brand workshop was a joint commitment to an overarching vision and mission for the company. The brand compass picks up on the central core values of the brand and becomes the guiding instrument for all future communication measures: gemeinsam herausragend stark.
Brand voice
The brand voice is also based on the brand compass: the three central brand values are translated into specific language and stylistic elements. These guidelines support Klinge Pharma employees in actively implementing the brand voice themselves. From now on, this common voice will make Klinge Pharma unique.
What does the brand voice sound like in a concrete implementation? Long speeches are replaced by concise formulations that get to the point. Empty phrases now make way for concrete facts that demonstrate Klinge Pharma’s expertise. Short sentence constructions convey dynamism and agility. This is how the company conveys its inner attitude: people who want to move things forward work here.