Is your brand identity clearly defined & translated into experiences? Does the architecture help navigate your offering?
Let us help you shaping a future-oriented brand expression & architectural system.
Brand identity
& architecture
Is your brand identity clearly defined & translated into experiences? Does the architecture help navigate your offering?
Let us help you shaping a future-oriented brand expression & architectural system.
Clarity is key to building brands – across target groups and stakeholders, over time, geographies and from corporate to product levels. Developing a relevant, distinct and attractive brand identity derived from a strategic positioning is the fundament for translating a concept into brand touchpoints and actual experiences.
A well thought-through brand architecture guides stakeholders to understand and find the value potential for them. Internally, it guides teams to work ‘customer-first’ instead of ‘product first’.
Ideally, the brand architecture is developed based on a full brand mapping and considering the company’s strategy as well as competitive field and most importantly the customer / consumer perspective. In addition, as many corporations are transforming, brand architecture needs to make visible what’s new and different. Therefore, new and exciting portfolio areas such as wind power, circular products or cloud based solutions need to be integrated and highlighted through structures, programs, naming systems and design elements.
However, especially in global, huge and complex B2B corporations, often grown via M&A, you need to take confident assumptions and shape an architecture based on general directional decisions. Most importantly brand architecture transformation needs to be seen as a long-term game and not a quick fix. Hybrid architecture structures between House of Brands and Branded House co-exist in most organizations.
Together, we define, challenge and align your brand positioning and help to translate it into a modern brand identity – working with your preferred creative agency or a partner from our network. When it comes to brand architecture, you can count on an architecture and brand portfolio system that does not only consider your current state, but also legacy to manage or transfer as well as your future ambition – but most importantly stakeholder needs. We help you define the architecture logic and if you want – plans how to transition and migrate the status quo.
Definition and implementation of the global brand architecture with a hybrid branded house approach
Development of brand architecture and related guidelines for the newly formed global group
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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