Ready for the next level.
The playing field on which brands operate is constantly changing: it gets bigger or smaller, new players enter the fray, or it is even replaced altogether. Only those who continually master the rules (or make their own rules) will remain among the winners in the long term. We sharpen your brand so that we can take it to the next level together with you.
Reasons for brand alignment
Reorientation
If you want to reposition yourself as a brand.
Growth
If your organisation has changed or is about to change.
External factors
If your market has changed or is going to change.
What can a sharp brand do?
If the brand effectively conveys the quality of your service and your identity across all media, you will:
Attracting and retaining (new) customers
Significantly influence purchasing decisions
Stand out from the competition
Save on marketing costs
Find and retain employees
How does brand sharpening work?
Our proven approach sharpens your brand in several phases, each of which represents a self-contained process. We take care of project management and the targeted handling of joint tasks.
- Phase 1 – Consultation & analysis
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To begin with, it is important to know how your brand is perceived internally and externally. We start with a workshop module to get to know your company and your brand and to help you strategically with the reorientation.
- Phase 2 – Positioning
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A brand does not thrive on a beautiful façade, but on a strong core. We develop your new brand strategy based on your corporate goals and values.
- Phase 3 – Creation
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In order to communicate the change clearly and effectively, we improve your brand image in terms of its elements and touchpoints. In doing so, we handle existing assets with care.
- Phase 4 – Activiation
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We are supporting the rollout of the sharpened brand identity among internal and external groups. Various measures are helping to implement the new brand and design principles.
We have sharpened these brands
Initial consultation
You want to develop your brand further. We take the time to get to know you and design a path that will make your brand fascinating.
Or send us your enquiry by e-mail!
Boris Schmelter
Brand Relaunch
Your brand reimagined from the ground up – clear, strong and forward-looking.
What components can brand alignment have?
Brand alignment involves a range of individual services. Depending on the potential and status of your brand, we combine the right services to create a customised project.
- Brand image assessment & stakeholder survey
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Procedure
In an analysis, we examine whether and how your brand is perceived today. To do this, we review and examine your brand’s current image and survey numerous members of your internal and external target groups to determine the brand’s level of awareness and current image.
If your brand is part of a brand family, we develop an architectural system suitable for your brand constellation that defines the relationship between the individual brands.
Result
The joint assessment and the collected survey results serve as an empirical basis for the upcoming strategic decisions.
- Identity workshop & brand compass
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Procedure
In our identity workshop, we get to know each other and determine, among other things, the self-image of your brand according to the model of identity-based brand management. In addition, we position your brand in relation to target groups and competition.
The brand compass is a strategic tool that documents the identity of your brand. In the centre of the compass, we summarise the brand essence in a short, concise statement. The terms on the edge describe the core brand values, which are aligned with accompanying characteristics.
We value an orientation that motivates people and pursues a genuine purpose far removed from corporate key figures. If you do not yet have a defined mission statement (vision & mission), we will help you define one in a further workshop module.
Result
We create a common understanding of your identity and identify potential areas of differentiation and important similarities with your competitors. All branding measures will be aligned with the brand compass in future, resulting in a consistent overall image.
- Naming & claim
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Procedure
If the existing name no longer achieves the desired effect, we will work with you to develop a suitable brand name or naming system.
For the new orientation of your brand, we will develop a central claim – a concise brand slogan that provides orientation and is effective at all levels, from internal culture to external communication.
Result
You will receive a sustainable naming concept that fits your brand identity and leaves room for future development. The claim is used systematically across all channels and shapes your brand image.
- Logo
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Procedure
Radical changes to your central design element can lead to alienation, which is why we take a particularly cautious approach to logo redesigns. Every change must be justified by the brand identity and contribute to conveying it more effectively than before. We use guidelines to define how the revised logo is to be used in different areas.
Result
Your logo captures the essence of your brand, evokes the most important associations in a fraction of a second and offers maximum recognition value across all media and formats.
- Colour scheme, typography, imagery, design language
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Procedure
When revising your brand design, we strengthen colours, fonts, images and shapes, always considering the overall impression created by their combination. This reveals whether your design line matches your brand identity or whether your brand should be shaped by different design principles in future.
Result
If required, you will receive new, memorable design elements whose interplay accurately reflects your brand identity, along with specific guidelines for their use.
- Guiding idea & storytelling
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Procedure
A clear guiding principle gives your brand direction and depth. It forms the basis for emotional stories that can be experienced in communication. This moves your company from the what to the why – away from mere services and towards meaning, attitude and fascination.
Result
You will receive a concise guiding idea that will carry your brand across all channels – and can also be used as a slogan if required.
- Brand voice
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Procedure
With brand voice and corporate language guidelines, we characterise your unique brand voice based on your brand’s core values. It defines who says what, how, when and why to whom when your brand ‘speaks’.
Result
They enable different authors to create high-quality, uniformly designed texts in line with your brand’s tone of voice. This allows you to impress not only visually, but also in terms of content.
- Brand guidelines
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Procedure
Depending on your needs and user groups, we can help you roll out your new brand design and create documentation in the form of a classic brand guide, web-based brand portal or high-quality brand book, for example, which offers both functional and emotional benefits.
In addition, we are happy to offer you our support as a lead agency to ensure that your brand line is implemented consistently. Find out more about brand management with SBD here.
Result
Binding guidelines make it as easy as possible for you and your service providers to create design-compliant communication materials for your brand. This enables efficient work and saves money.
Your brand will stand out thanks to:
Clarity
Those who have a clear stance and communicate it will continue to thrive in the market in the future.
Fascination
You can only conquer new target groups and markets if you inspire your customers.
Sharpnes
Everybody’s darling will die out – those who show their edge will grow sustainably.
A consultation at the beginning
Tell us what you need. We will arrange a consultation appointment and then prepare a specific quote.
Boris Schmelter
Consulting, CEO
Send an email
+49 89 244 14 77 80