Identity ~ Image ~ Reputation
Branding
Marking property, winning like-minded people over to one’s side, drawing a line to others – in other words, excluding them – are behaviours that shape humans.
Branding comes from “to burn” and trademark contains “to mark”. These are strong signals. They derive from animal herding and describe also the behaviour of animals.
A brand in the economic sense serves to be perceived on the market place, to create identification and to provide a projection surface for values.
Due to the digital development, the creation of impact of strong brands is more relevant (and also more vulnerable) than ever and forms a critical success factor for companies, organisations and individuals. An overwhelming flood of products, services and messages is clamouring for attention and sympathy.
Professional branding provides the necessary attention, creates identification – attracts and distinguishes. Trust is traded through promises.
What are you burning for? What is close to your heart? What would you like to change? What would be good to have?
Holistic and multi-layered like a person
Brands behave like persons
In important aspects brands behave like persons: they have a story, a mindset, values, a purpose, they demand a certain behaviour, a certain way of speaking, evoke experiences and are perceived at touchpoints.
Brands are effective when they stand on a mental foundation that provides support and orientation even in changeable situations. A strong brand is authentic, logical and consistent in its application. It meets its purpose of attraction and differentiation even under changed conditions.
Brands contain value decisions, therefore they function like promises. Impact Manufactory ~ maretera supports impact that is value-adding and positive, concerning the environment and the use of influence: human, economic, social.
Overview
See, where Impact Manufactory will be useful to you
The field of application of branding that works is extensive and complex. Since recognizability, coherence and repetition are a “sine qua non” for the desired impact, they must be placed in meaningful contexts if your brand is to succeed.
At a glance:
- Brand building in the field of tension between identity and image elements, because this is where the “good name” comes from.
- Defining the brand core: mindset, purpose, value set and brand promise.
- Clarity about the Unique Selling Proposition.
- Coherent touchpoint management.
- Valutation of impact concerning the defined branding elements (logo, signets, colours, lay-outs …) ecc.
- Rules of conduct for brand ambassadors.
- Corporate wording.
- Positioning strategies for the brand.
- Brand management with adequate quality management.
- Possibilities and chances of brand extension (do’s and don’ts).
- Reputation analysis.
… as well as the conntextual topics that additionally are important to You.
Only he who himself burns inside can kindle fire in others (Augustine Aurelius of Hippo)
The Impact Manufactory’s Specialities
The Brand Check includes a detailed analysis of the current state, of how your brand performs in terms of coherence, authenticity, impact and acceptance:
- at different touchpoints or in different information channels;
- with different stakeholders in different channels;
- with the introduction of tactical communication instruments;
- with the use of transfer possibilities for new products / services.
Brand building includes the holistic, conceptual activity to create a brand identity that is oriented towards the recipients.
- Development of corporate and product brands.
- Building a brand architecture.
- Support in defining the brand story, the mindset, the value set and the purpose.
- Formulation of the brand core and the unique value proposition.
- Target group-specific modelling of the core elements: e.g. employer brand, culture brands, community brands as well as personal Founder and CEO branding.
- Definition of sustainable brand promises that will continuously inspire you and your stakeholders.
- Edition of a brand manual as a guideline for corporate behaviour and corporate wording.
- Definition of brand KPIs.
- Planning and supervision of the market launch.
Support, coaching and sparring of Management in their brand management.
- Supervision of the execution of the branding agreement.
- Identification of emerging contradictions.
- Reinforcement opportunities for the brand.
- Projection on business growth – performance in terms of profitable value creation.
“Brand Strategies” includes advice on the application of specific strategies to position the brand in a particular way, to distinguish it from the competition, to avoid criticism, or to intervene when attacked or to prevent damage to reputation.
The consulting for strategic positioning of a brand and the application of appropriate techniques is done in a confidential manner and in close consultation with the executive board.
Organization of workshops, retreats and training for corporate behaviour and corporate wording to strengthen the impact of the brand.
Branding
Instead of a flood of information, set unmistakable messages and signals that cannot be ignored because they come across as something completely different.
Corporate Communication
Being authentic and empathetic in language, image and action has a strong impact on customers, shareholders, employees and business partners. Because it makes values truly shareable.
Development
Development is life. Questioning, thinking outside the box, dealing with change, reinventing yourself. Development makes people and companies invincible.