Branding know-how
A strong brand's success is backed by expertise, approach, style - in depth understanding. We put our finger on the primary concepts that are integrated into the strategy, the creation, and the professional management of brands.
Personal branding
Personal branding means the strategic development of a person as a brand. The personality, behavior, appearance, and communication of the person form an overall harmonious and authentic concept that can be implemented in a long-term and consistent manner. The term is at times also used for brands that carry the name of a person, e.g. Hugo Boss.
Product brand
The product brand represents the services and characteristics of a product – in contrast to a corporate brand. The product can be physically present or be a service.
Product communication
Product communication informs the target groups about the uses and benefits of individual products or services.
Real estate branding
Real estate branding is the holistic planning, design, and communication of living space such as a new city district or a development project. The goal is to communicate a unique attitude towards life that is tailor-made to the target group.
Rebranding
Rebranding comprises the revision of brand strategy and the resulting overhaul of the brand presence due to changing internal or external circumstances (e.g. fusions, market changes, etc.).
Reputation
Reputation describes the good name of a company. This comes into being through the sum of the stakeholder’s consciousness. Criteria that are relevant to reputation, and which can be raised in comparison to the competition, are decisive in this. They are taken into account when defining the brand topics.
Sector brands
A sector brand stands for a specific product or a supply sector. It can appear in combination with the company.
Slogan
A slogan is a sentence easily remembered that summarizes the key message of an advertising campaign in a short and snappy manner. A slogan communicates specific, target group – and/or product-oriented contents and has an advertising tonality. In contrast to a tag line, a slogan is not an integral part of the logo and is only used during a defined and shorter period of time.
Social media branding
Social media branding makes it possible to experience the brand on social media platforms such as Facebook, Twitter, YouTube, or Xing. As a dialog-oriented touch point, social media is being increasingly used in order to communicate with the target groups and to actively involve them in a dialog about the brand. A strategy defines the target groups, goals, thematic focus, responsibilities, processes, and the communication measures (platforms).
Stakeholders
Stakeholders are described as all the internal and external interest or influence groups of a brand. The expectations of the stakeholders are relevant for brand positioning and for the topic of brand communication.
Sub-brand
Sub-brands are the individual brands that are operated under an umbrella brand. For example, “NZZ Online” and “NZZ Folio” under the NZZ umbrella brand.
Tag line
A tag line gets to the heart of the brand. It is a long-term key message that either communicates the brand values, the positioning of the company, its services, or its field of expertise. As a rule, a tag line is used as an integral component of the logo.
Tonality
Tonality expresses the personality of a brand in verbal communication. It defines how – meaning in what manner – the brand speaks.
Touch point
Touch points affect the image of a brand and steer the brand experience (e.g. consultation meetings, chain stores, brochures, invoices, Internet, etc.). In the process, which touch points are necessary for the different target groups, and how important they are, needs to be defined.
Trends
Trends are changes in movements or processes of transformation that take place in the economy, in politics, or in the consumer world, for example. Long-term successful brand management is based on continuous observation and consideration of social and industry-specific trends.
Typography
Typography describes the presentation of typeface. It is determined through elements such as fonts, the organization of text components, font size, and line spacing.
The Brander is a publication of the Branders Group
Branders is a specialized consulting agency for branding. We provide a full range of integrated brand consulting and creative services to help our clients create, build and revitalize their brands.
Branders Group AG
Rämistrasse 6
8001 Zürich
Switzerland
Phone +41 43 336 80 40
www.branders.ch
[email protected]
The Brander is a publication of the Branders Group
