Branding & Positioning
How do you future-proof your corporate brand? In a world of constantly evolving market conditions and customer expectations, establishing a resilient and relevant brand position is not an easy task. We help you identify, define and conceptualise your brand strategy – from brand identity and design to brand promise and purpose.
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branding & positioning
The role of branding for future growth is changing
In an ever shifting competitive landscape, brands need to continually future-proof their position, adapting to industry shifts, changing competitor dynamics and evolving customer expectations.
With the abundance of options available today, maintaining loyalty is increasingly challenging. At the same time, the line between brand and business blurs as customers demand transparency and action, emphasising the importance of trust and relationships. Furthermore, amidst global challenges and geopolitical unrest, brands are expected to transition from passive observers to pro-active leaders, actively contributing to solutions. These dynamics necessitate brands to forge connections with all stakeholders.
By crafting a compelling brand narrative, establishing a differentiated brand position, and cultivating a distinctive brand identity, brands can navigate these complexities and position themselves for success in the future.
What we do
Brand strategy & positioning
We dissect market dynamics, customer expectations and organisational capabilities to unearth the most compelling brand position for your brand. Through meticulous analysis and stakeholder collaboration, we help define the strategic direction for your brand and the market position able to realize it.
Brand narrative & creative concepts
A meaningful brand narrative and captivating creative concepts are the driving forces behind your brand position. By fusing strategic insights with imaginative creativity, we develop and test concept prototypes that breathe life into your brand across diverse stakeholder groups.
Brand identity, design & naming
The visual identity of your brand is its face to the world, embodying its essence and appeal. Our creative teams know how to capture the soul of your brand and translate it into captivating visual identities, designs and product or brand names – whether it’s a complete redesign or a modernisation.
Brand architecture & governance
The right brand architecture must strike a balance between meeting different customer needs and maintaining a coherent identity. Through strategic prioritisation and alignment, we structure the right hierarchy to amplify the impact of each brand internally and externally.
Brand performance measurement
Monitoring your brand’s performance is essential for informed decision-making and continuous improvement. Using various monitoring setups, we provide actionable insights at both national and international scales, enabling you to optimise your brand’s trajectory effectively.
Related cases
Rovensa Next
Let’s grow greener
Building a new position as the pioneer in biosolutions for agriculture. Partnering with Rovensa, we mobilised and activated both employees and key stakeholders around a new, unified brand.
Børsen
Insight you can count on
Attracting a more diverse readership while staying relevant to core readers. Working closely with Børsen, we conducted an extensive analysis to capture internal and external insights on brand perception, developing a unique brand concept and bringing vitality to the brand.
Ramboll
Let’s close the gap
Ramboll went all-in on a new corporate strategy focused on sustainability. But in an industry where everyone was doing the same, how did they ensure their brand stood out? It was a task that required a structured process which would see us simplify the complex.
Rodenstock
B.I.G. VISION™ FOR ALL
To overcome the challenge of effectively communicating Rodenstock’s premium progressive lenses, we collaborated with key internal stakeholders and applied our unique internal-external testing philosophy. Leveraging the insights gained, we developed strategic recommendations centred around “B.I.G. VISION™ FOR ALL”, a unique communication concept that revolutionised the industry with a new lens category: Biometric Intelligent Glasses.
Ege Carpets
Sustainable design at your feet
Ege Carpets has ambitious growth ambitions, but while the company has a strong well-established position in Scandinavia, the situation is very different in Germany, France, and UK, where Ege Carpets has its largest subsidiaries. To fulfill a much larger part of the potential in these markets, Ege Carpets wanted to strengthen its brand position with a new brand and marketing strategy as well as a creative concept to communicate its brand narrative to the market.
Danfoss
Engineering tomorrow
How we work
The inside-out and outside-in approach
We believe in a proven process for building brands to ensure cohesive and unique impact. With our inclusive method, the journey towards the final solution will always include the right set of stakeholders, both internal as external. We delve beneath the surface to gain a holistic perspective, identifying potential roadblocks and golden opportunities that can influence the right brand position. Together, we seek to answer essential questions like: Who we are, where do we come from and where are we headed? What internal attitudes, values and culture will get us there? What experience do we want our customers to encounter when they engage with us? And ultimately, what unique value position do we want to own?
