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A single “I” becomes a joint “we”: the children’s aid organisation SOS Kinderdorf launches its own special offer for young people. We took care of the target group-orientated brand identity of ich&wir.
Brand Story
As part of a workshop with the SOS Kinderdorf team, we worked out who the ich&wir offer should reach and what rational and emotional benefits the target group can expect. The results were then summarised by us: As part of a consistent brand story based on the Golden Circle model, the rational value proposition to the target group becomes an emotional story that builds a relationship with the young people – authentic and close.
Opportunities for brand management:
On the way to the right strategy
Umbrella brand
An overarching umbrella brand unites several products or services. The overall appearance is characterised by uniformity.
Sub-brand
The sub-brand only appears in conjunction with the umbrella brand, whereby the latter is weighted more heavily. The sub-brand does not claim a high degree of independence.
Co-branding
Both brands are weighted equally. Co-branding is particularly suitable for joint ventures or temporary campaigns.
Endorsed brand (direct)
Umbrella brand and sub-brand stand together. The individual brand is profiled via the umbrella brand. This allows it to benefit from radiation and synergy effects.
Endorsed brand (indirect)
The umbrella brand and sub-brand both appear as senders, but do not necessarily have to be positioned next to each other. However, the positive radiation and synergy effects of the umbrella brand remain.
Individual brand
The sub-brand appears independently without referring to the umbrella brand to which it actually belongs. This allows it to develop its very own strength.
Brand strategy for ich&wir
Taking all factors into account, the principle of an indirect endorsed brand is the solution: in this form of umbrella brand communication, both logos can be seen, but do not have to stand directly next to each other. This allows ich&wir to distinguish itself as a brand, while benefiting from the high profile and good reputation of SOS Kinderdorf as a reputable organisation.
