Branding Blog

When talking to start-ups about their business idea, the benefits or advantages of the product are often described. This is important, but often people talk about the mere functions of the product. However, the question, "What are the benefits of your brand?" is not just about the product benefits, but also about what benefits your brand offers emotionally.

Past articles have talked a lot about a brand strategy and why it is the foundation for your startup. It differentiates you and defines your identity. A brand strategy is the foundation on which your marketing is built. But it enables so much more. It motivates people - especially your own employees.

As described in past articles, your startup is already a brand. It is a brand because it exists in the minds of customers and employees. Your task is to influence their perception of your startup through branding. This is done through your brand message, who your brand is for and what the goals of it are. But there are many more ways your brand does branding. One of them is your brand design.

Have you ever asked yourself what you should do first in your start-up? Is branding or marketing the right way for you to become visible and successful? In fact, most startups lean towards marketing, as branding is often still too associated with a logo, design, and at best, just vision and mission. But branding is so much more, which leads to the fact that the right order determines the success of your marketing.

One of the biggest challenges of startups is to gain more visibility. The visibility of your start-up leads to potential customers becoming aware of you. But even if you are already a whole step further and can already call yourself a scale-up, it is often the desire to gain more brand awareness.

How can a brand workshop be conducted successfully and efficiently? The answer is: with the right focus on the problem. A clear focus and on what problem is to be solved in the workshop is the key to success.

You have a unique business idea with the goal to change something in the world with your start-up? Then you have taken the first step towards being different. To be different from the perspective of your ideal customer target group, but also for future employees. If we want to be different, we have to think differently and become innovative. Your product is the first and important step, but there are more important steps to be different.

If a start-up has one advantage over large companies at the beginning, it is its own flexible team. Generally, startups tend to work together as a team and also make decisions together. But what happens when your startup scales? Your team grows rapidly, so that it becomes increasingly difficult to maintain the familiar mindset?

Many start-ups, including yours, probably begin with one product or service. But what happens when you want to expand your product range or your offer and the positioning you have built up so far is no longer suitable? A clear brand architecture helps you maintain the focus of your brand and even protect it.

When you founded your startup to realize your business idea, I'm sure one of your first questions was who should be your target audience. The question whether it is B2B, B2C or even D2C is usually answered quickly. Also, most startups are aware of the benefits their product will provide to the target audience and how it will improve their lives. Those are the basics. But in addition to the basics, there is a crucial point. People don't just buy a product or service. They also don't just buy a brand. They buy to express their own identity.

New and regular customer interviews help your brand evolve. Through new insights, you can sharpen your communication, stay one step ahead of your competitors, or even develop new solutions. But how many interviews are useful with your target group? In this article, we share our experiences and the ideal number of interviews so you can consider this for your next interviews.

A regular brand workshop with a prototype is a basic requirement for start-ups today for long-term success. The goal of these workshops is to solidify the desired perception from one's own target group. Despite new insights into how to further develop one's own brand, there is still a problem. In most brand workshops, new ideas remain just guesses. That's why you need a prototype to understand if it's the right evolution for your brand or if it will harm it.

The term employer branding has been appearing increasingly on the Internet and in social media for several years. Even more, because one could observe that this term has developed into a real trend. All service providers have jumped on the bandwagon to help companies create an interesting employer brand in order to attract the right employees. But there is a bitter taste when it comes to focusing on attracting new employees as quickly as possible.

If you're planning a brand workshop with your team, you've probably asked yourself how long it should go. The length depends on the content of the brand workshop. However, it is much more important to adjust the time so that each participant has enough energy. In this article, we'll show you how to best plan the time.

In a world full of buzzwords in the brand, business and marketing world, it is often difficult to keep track of everything. In addition, one constantly reads the two terms business strategy and marketing strategy. Unfortunately, the term brand strategy is still used far too rarely in the context of the other two strategies. Yet the brand strategy is the foundation for the success of a start-up or later scale-up.

Have you ever asked yourself what your start-up is worth? We would rephrase the question a bit: What is your startup worth from the perspective of your customers? What value does it have for them? That's what this article is about.

You have developed a brand strategy with your start-up or scale-up and thus an answer to how you want to position yourself in the minds of your customers in the future. But how can you spread your message in a targeted and continuous manner? Through your marketing, where a marketing plan will help you know how to proceed. In this article we will present our favorite method of creating a marketing plan.

Brand workshops are in demand and important, but how can you prepare a brand workshop to make it successful? By starting with a workshop before the brand workshop. In this article we will show you how.

Are measured values or KPIs important to you? For us, too, because that's the only way we can develop our start-up or scale-up further. In online marketing, for example, we can easily view click rates, impressions, and conversions and check whether our goals are being achieved. But what about measuring your own brand for your scale-up? How can you measure the success of your brand and decide if your brand is moving in the right direction? In this article, we would like to introduce you to a measurement tool for your brand.

Once you have been successful with your start-up and are in the scale-up phase, one of your goals is often to offer the product in other countries as well. What should you consider in order to have the highest possible chances of success? In this article, you'll learn how to brand your scale-up internationally to avoid common mistakes right from the start.

You know the problem: When you want to post something on social media, you ask yourself how you should best write the text. The same applies to your own website, what message you want to convey to your customers or how you want to address them. Brand archetypes help you find the right voice for your start-up or scale-up, so that the right customers feel addressed by you.

When you started your start-up, it was probably clear to you from the beginning whether your product or service was aimed at B2B or B2C customers. But what's the difference between B2B and B2C branding? That's what this article is about.

You are in the scaling phase with your start-up and are therefore now facing many new challenges. As a scale-up, building or further developing the brand with a long-term brand strategy is essential for your success. But which branding agency is the right partner for your scale-up and what should you look for when choosing one? That's what this article is about.

Once you've founded your start-up, the first goal is to get your business off the ground quickly. However, important elements such as a brand strategy and branding are often neglected at the beginning. It is the same with the name of the start-up or the own brand name. Often a name has to be found quickly during the start-up idea and is then retained, even if it is bad for the own brand afterwards. If you have developed into a scale-up, the right brand name - before scaling - is enormously important.

Everyone is talking about branding today and how important it is to be a brand today. The question to be answered today is why it is so important today.

Again and again we read why start-ups fail today. But the much more important question is how startups don't fail today. What can you do to have the highest chance of success with your startup and scale? We would like to introduce you to a few ways that won't give you a guarantee, but will increase your chances of success many times over.

The question "Are you testing your brand?" does not mean whether you are personally testing your own brand, but whether you are testing the further development of the brand on your target group.

Have you ever entered a store and been disappointed by the behavior of the staff? Maybe they were not as attentive as you would have liked, were unfriendly and did not present what you expected from the brand before you entered the store. You'll probably never enter the store again.

Positioning yourself successfully as a brand is essential today. But where should you start and which strategy is the right one to position yourself successfully? We would like to introduce you to our self-developed brand model and show you how we develop a brand disruptively in 4 steps.