Branding

Typical situations

• You have a strategy, and now the brand has to be adjusted because there is a discrepancy between where you go (strategy) and how you do that (brand)

• The image on the inside and the outside needs to be in line with the strategy

• The profile of the organisation does not differentiate much from competitors or is not very clear in general, resulting in lost opportunities

• The brand is losing relevance in the market because it is not adjusting to changing times and preferences

• The visual identity needs to be changed to reflect the strategy and create a sharper profile, but it is unclear what direction this change should take. The judgement criteria for the development of a new identity are missing. 

​

We work with executives and their strategy, marketing, communications, R&D, digital, HR and other teams to define and sharpen brands. Together, we find the DNA of the organisation and make this explicit. 

​

Result: better alignment and sense of connectedness across the organisation and at all levels, leading to improved day-to-day decision-making and motivation.

​

Example of deliverables:

• Analysis of organisation, market, competitors and (potential) target groups

• Definition of brand strategy, purpose and positioning – internally and externally

• Brand portfolio and architecture

• The employee journey: employer brand, employee engagement, internal branding