Brand development-Archiv

Strongly on the rise again: The employer brand

08.03.2026/in Brand development/by Katharina Zauner

3 Min.

The employer brand, often also referred to as an employer brand, is currently being talked about again. In view of the dynamic developments on the job market, it is becoming increasingly important. Companies are realizing this: If you want to attract the right employees today, you have to offer more than just a job advertisement.

This is no longer just about recruiting junior staff. It has become at least as important to attract experienced specialists and retain them in the long term. Particularly in times of high willingness to change jobs, the overall image of a company often determines whether talented people decide for or against an employer.

New opportunities in a turbulent labor market

Compared to the time before the coronavirus pandemic, the labor market has changed noticeably. Career paths are now much more flexible than they were a few years ago. Industry changes that used to be considered unusual are no longer a rarity.

New doors open up, especially if the topics are close and the qualifications are suitable – even in later career years. For example, specialists are moving into areas such as mobility and logistics or working at exciting interfaces between pharmaceuticals and medical technology. This is a great opportunity for companies: the talent pool is now more diverse than ever before.

Authenticity beats high gloss

While highly standardized brand appearances used to dominate, the communication of employer brands has also changed. Authenticity plays a much greater role today.

Perfectly staged image campaigns with smooth surfaces quickly appear interchangeable. Brands that only focus on glossy surfaces are less and less likely to really get through to the outside world. Especially in social media, an overly perfect external image is quickly scrutinized.
companies are therefore well advised to provide real insights into their corporate culture. Employees, everyday working life and the values they live by should be visible – even with small rough edges. This is exactly what creates trust.

The focus of many skilled workers has also shifted when it comes to choosing an employer. A good salary is of course still important – but it is no longer the only deciding factor.

More and more people are paying attention to how people treat each other in a company. Appreciation, team spirit, development opportunities and a positive working atmosphere play a key role. Companies that actively look after their employees and cultivate a strong internal culture have a clear advantage in the competition for talent.

Making strengths visible

However, all these qualities must also be communicated to the outside world. A strong employer brand is not created by chance – it is strategically developed and continuously maintained. Those who authentically show what the company stands for, which values are practiced and what employees really expect create trust and interest among potential applicants.

How do you achieve this? It’s simple: talk to us – we will help you to make your employer brand visible and tangible.

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Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
LinkedIn

Joseph Foundation, C3 and 2be: Partnership for success!

10.02.2026/in Brand development, latest news/by Katharina Zauner

2 Min.

Good partnerships thrive on inspiring each other – and that is exactly what is happening in the Maisel quarter. They make brands more visible, processes easier and projects better. And sometimes they simply ensure that you have a lot of fun together and that new ideas bubble up.

A great project that connects

The new quarter on the site of the former Maisel brewery will provide living space for more than 1,000 people: subsidized and privately financed housing, terraced houses, commercial space and space for social institutions. The developer is the Joseph Foundation and we as 2be_die markenmacher, together with the agency C3 to support the brand development and marketing.

From the first workshop to a strong start at the trade fair

Since the kick-off workshop in November, our brand campaign presentation in December and the first public appearance in January, the project has been running at full speed. And the joint launch at the Franconian Real Estate Fair on January 25 and 26, 2026? A real exclamation mark. Now it’s all about getting people excited about condominiums, terraced houses and commercial premises together. And quite honestly, it feels really good.

Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
LinkedIn

When a logo says more than 1000 words

01.08.2025/in Brand development/by Katharina Zauner

3 Min.

The parish “Evangelisch am Schmausenbuck” has a new logo – and it is much more than just a pretty picture. It is the visual result of a creative process that makes the identity, values and future vision of a congregation visible. Together with a great student creative team – Hanna, Linda and Joana – we at 2be were able to develop this visual identity. The result is more than just a logo: a strong symbol of community, change and faith.

For us as brand makers, a good logo is not just design. It translates values, generates recognition and creates trust – at first glance.

This is a special task, especially for a church congregation: How do you make faith visible? How do you show openness, solidarity and modernity in a clear, simple form? These are precisely the questions we explored together with the team.

Co-creation instead of briefing

It was clear from the outset that this project thrives on genuine collaboration. That’s why we deliberately kept the process open. The student team – Hanna, Linda and Joana – developed ideas, took feedback on board and created a logo in several stages that everyone could support. We are particularly proud of how much professionalism and creative clarity the three of them brought to the table. Joana had already completed her media design studies at the time, while Linda and Hanna were still studying. Together they complemented each other perfectly.

A strong logo speaks immediately – even before any text or explanation follows. It conveys values, emotions and the character of a brand or organization. The clear, geometric shape of the “Evangelisch am Schmausenbuck” logo stands for structure and modernity. The choice of color shows: This is where new beginnings and tradition meet.

One of the most exciting questions in the design process was the choice of color. Why purple? Because it has tradition as a “church color” and at the same time radiates emotional depth. In combination with bold color accents, the result is a color scheme that embodies freshness, openness and change – in keeping with the spirit of the church.

Rethinking the church – also in design

What does “church” mean for young people today? For Hanna, it is a place of community and reflection – but also a space for innovation. The new logo was intended to express precisely this connection between past and future. A successful example of how design becomes a dialog between tradition and zeitgeist.

Conclusion: A logo that is more than just beautiful

The new logo of “Evangelisch am Schmausenbuck” shows how visual identity strengthens modern communication – also (and especially) in the church sector. We at 2be markenmacher are proud to have accompanied this creative process – from the initial idea to the finished symbol.

Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
LinkedIn

Canva meets Adobe InDesign: Full house, full enthusiasm

04.07.2025/in Brand development, Digital Routine/by Katharina Zauner

2 Min.

Full participation online and offline – that’s always the best sign that a topic is hitting the mark.

“Canva meets Adobe InDesign” was such a hit. No wonder, after all, everyone wanted to know: Can a tool like Canva the professional heavyweight Adobe InDesign really compete with it? Spoiler: Yes, and how!

Expert with a double vision

With our 2be partner Sandra Weis from Hamburg, we had a real all-rounder at the start of our hybrid event in our brand new offices on July 1, 2025. Sandra knows her way around both the Canva and Adobe worlds – and was therefore able to talk to us from the inside.

Sandra mainly emphasized the strengths of Canva:

Simple, fast, intuitive. Canva is a real gift, especially for those who don’t work with design tools every day.
Creative together. Thanks to the collaboration functions, you can work on designs with others at the same time – whether from your desk or a hammock.
The price speaks for itself. A Canva license costs only about half of what you have to pay for a comparable Adobe package.

Our conclusion: definitely try it out!

Even die-hard Adobe fans should give Canva a try. Who knows – maybe you’ll be just as enthusiastic as we are! Just try it out and experience it for yourself. It’s worth it.

Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
LinkedIn

Why we recommend Raidboxes for WordPress hosting – and have been doing so for years

11.04.2025/in Brand development, latest news/by Katharina Zauner

2 Min.

High-performance, stable and sustainable hosting is the foundation of every good WordPress website. As an agency with over 15 years of experience and a clear commitment to quality, reliability and efficiency, we have tested many hosting providers – and have come to the right decision with Raidboxes with Raidboxes. Why? Because our collaboration has been based on trust, technical excellence and genuine support for years.

So it’s high time to summarize why we’ve been an official Raidboxes Business Partner for so long – and we’re convinced of it:

🔧 Hosting that simply works

Once you’ve worked with the clear Raidboxes dashboard, you’ll never want to go back. Everything is clearly structured and intuitive to use – even for customers without an affinity for technology. We also rely on strong technical features:

Automatic backups – daily and restorable at any time
Auto-updates for plugins & themes – in Fully Managed Hosting
Free development environments – perfect for test and customer projects
Fast loading times & high security – specially optimized for WordPress
The structured, intuitive interface saves us time and nerves every day

💼 Perfect for our customers – perfect for agencies (i.e. us 😉)

As an official business partner of Raidboxes, we not only benefit from exclusive conditions and tools, but above all from a partner who speaks our language. We can scale our projects efficiently, hand them over to customers easily and switch between test and live environments with just a few clicks. Not bad either:

We can clone boxes, load backups, perform load time checks
15,000+ customers now rely on Raidboxes – and so do we!

🌱 Sustainable & green

Raidboxes takes green hosting seriously – and we really like that:

Hosting with 100% green electricity from renewable sources
A tree is planted for every website 🌳
The Green Hosting Award even makes it official
Data centers with state-of-the-art energy efficiency

🤝 A partnership that works on an equal footing

We not only share feedback and ideas, but also common values: openness, quality, sustainability. Personal support, often within a few minutes via chat or telephone, and a strong technical basis make the difference.

Personal contact persons
Participation desired – feedback? Will be heard!

Conclusion

Raidboxes is much more than just a hoster for us – it is a reliable partner that perfectly combines technology, service and sustainability. This is exactly why we recommend the hosting with a clear conscience. 🙂

Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 (0)911 / 47 49 49 49
brinkmann@twobe.de
LinkedIn

“Branded House” or “House of Brands”: The strong brand wins!

18.11.2024/in Brand development/by Katharina Zauner

2 Min.

Whether “branded house” or “house of brands“: when companies merge or are acquired, this always has a major impact on the brand strategy. These transitional phases are crucial and require a sure instinct, good advice and smart decisions.

At 2be, we are here to do just that – whether you want to unify your brand or consciously diversify it.

Such decisions require a mixture of caution and strategic foresight. Established and successful brands in particular should not simply be lumped together – that would be like painting over a valuable work of art without thinking. Even with a “branded house” strategy, in which all brands are brought under one strong umbrella, things can get tricky if the main brand is not positioned correctly.

Beware of brand loss: Why standardization is not always the right way to go

There are cases in which a strong umbrella brand does more harm than good if it does not have the same core competencies as the existing brands. On the other hand, the “House of Brands” approach requires a clear strategy to ensure that the individual strengths of the individual brands are brought to bear – after all, they are often the sales drivers and reach guarantors.

With the “House of Brands”, the focus is on the individual brands, each of which has a strong position in the market. For this to work, you not only have to recognize their strengths, but also make targeted use of them. This will keep your brand landscape colorful and successful! With over 20 years of experience in brand consulting and operational brand management, we are exactly the right partners to accompany you on this path.

Whether “Branded House” or “House of Brands” – we are at your side with advice, action and creative ideas. Let’s get to work together to make your brand even more successful!

Curious now?

Our contacts will be happy to help you: Matthias Brinkmann +49 (0)911 / 47 49 49 51 brinkmann@twobe.de LinkedIn

Our Canva workshop: Graphics for sales!

25.10.2024/in Brand development, latest news/by Katharina Zauner

2 Min.

Among the applications that have taken up the fight as “David” against the giant “Goliath” and won is the graphics software Canva. The advantages that Canva has over the top dog Adobe pay off, especially for small to medium-sized design projects. Canva offers decisive strengths for sales campaigns in particular, for example in terms of digitization and flexibility.

Efficiency and simplicity in the design process

Canva simplifies design work with a streamlined, intuitive user interface and AI-powered features that enable ideas to be realized quickly and professionally. The browser-based implementation also promotes teamwork, as multiple participants can work on projects in real time. Another advantage of Canva is the comparatively low subscription fee, which also makes it attractive for SMEs to use. Particularly in the B2B sector, but also in B2C, Canva achieves a higher visibility that is supported by targeted campaigns. Canva is therefore ideal for enabling high-quality brand development in sales without having to involve external designers.

Fast and brand-compliant implementation of sales projects

Because Canva is easy to use, even non-graphic designers in sales can quickly create print-ready materials that adhere to corporate design guidelines. Canva supports this with AI-supported features that automatically adapt colors, logos and fonts to the brand design and thus strengthen the brand identity. The platform is particularly suitable for short-term campaigns in sales, as designs can be implemented and published in the shortest possible time. Thanks to Canva’s collaborative possibilities, teams can also work together across borders. The platform supports direct networking within the team, which is particularly helpful for employee retention within the company.

Our Canva workshops for sales – success through knowledge transfer

Our workshop offers the perfect introduction to the use of Canva for sales teams. In just two half training days (training and coaching), we teach the basics and advanced techniques required to implement professional campaigns. This enables sales teams to implement a successful content strategy independently and efficiently.

Curious now?

Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

eSports with the BFV

12.04.2024/in Brand development, latest news/by Katharina Zauner

3 Min.

Like any type of activity within the framework of advertising campaigns, sponsorship measures should also suit the companies that carry them out. Sponsorship must also be fun for the sponsor.

This is the only way to radiate a high degree of authenticity in the long term. This is the only way to secure positive feedback from those involved.

The sponsorship that our customer Data Respons Solutions has linked with the eSports department of the Bavarian Football Association (BFV) fits like a glove, in our opinion. The Erlangen-based company’s authenticity is reflected in its penchant for playfulness, competition and the desire to try things out. There are also lots of exciting thematic links.

The passionate pursuit of eFootball via Playstation combines the fun of gaming and training attention and reaction speed with a whole range of closely related topics. In this way, bridges can be built from the (play) children to their parents and back again and again. But that’s not all: gaming fun can also be unconventionally transferred to a professional environment, e.g. by setting up and playing consoles on an exhibition stand.

Fancy experimenting? – We will be there in any case!

In an inspiring brainstorming session at Data Respons Solutions, we recently got together with Roman and Dennis (BFV), Matthias and Kati (2be) and Stephan (Data Respons Solutions) to discuss the future of e-sports sponsorship. The brainstorming session allowed everyone involved to get to know each other better and to express our respective priorities and wishes for the planned sponsorship.

Future ideas were outlined and potentials explored through an open exchange. Further information on the ideas and plans discussed will be published in the coming months.

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn

More performance with us and our partner: Raidboxes 2.0 goes live!

01.03.2024/in Brand development/by Katharina Zauner

2 Min.

The time has finally come: Our partner Raidboxes is getting serious and is releasing the launch of a completely new server infrastructure!

The first advantage is the enormous performance boost for all Raidboxes customers and partners. This applies in particular to all new Starter, Fully Managed and Pro Boxes. The introduction of the new server architecture doubles the resources. Starter and Fully Managed Boxes then run with 2 cores and 4 GB RAM, Pro Boxes with 4 cores and 8 GB RAM.

Advantage two is no less important, but ideally works inconspicuously in the background. This is because additional security features are added to the existing security features that protect the applications. The Raidboxes Security Shield is set up so that each box is protected by a web application firewall. The newly installed Exploit Detector checks all new pages for suspicious scripts and files and automatically fends off Raidboxes “DDoS protection” attacks.

With the go-live in March, all newly installed Mini, Starter, Fully Managed and Pro Boxes will run on the new servers. The first wave of relocations of the existing boxes will then follow in the second quarter of 2024. For existing Raidboxes customers, too, the relocation does not entail any additional costs. You automatically benefit from the increased performance and the new safety features.

Our tip for all Raidboxes customers and “not-yet-customers”

The best time to move your domains to Raidboxes is right now!
This way you can secure massive discounts and a free introductory year!

Curious now?
Our contact persons will be pleased to help you:

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn

Sources:
Raidboxes 2.0 – Everything you need to know

Kick-off AI: Combining the expertise of our partners with 2be’s practical knowledge

23.02.2024/in Brand development, Digital Routine, latest news/by Katharina Zauner

3 Min.

Everyone is talking about AI – tools to support sales processes and teamwork, for image creation, video production and text creation and optimization are particularly popular. We are accompanied by various tools and entire cockpits to complete unpopular tasks more quickly or to avoid having to start from scratch.

How 2be supports you: Helping you to help yourself

We and our partners have dealt extensively with AI. We have acquired knowledge in daily use with our team and customers and put it directly to productive use. We have achieved measurable results with numerous applications. We provide our customers with comprehensive support based on this practical knowledge and our application expertise, which has recently grown considerably.

For us, the focus is on helping people to help themselves and for teams to develop digital routines . In order to successfully implement this project, we work with our customers to analyze the situation, develop an action map to illustrate the process and create a digital guideline. We then help companies step by step so that everyone in the team gets on board and learn about specific ways in which AI can be used.

Our support also includes keynote speeches in which we demonstrate what is possible with AI in operations by setting up software live. In the subsequent workshop, we work with the customer to develop the specific application options in the field of AI based on their processes and start implementing them together. We support companies throughout the entire process and promote sustainable process optimization, which our team accompanies.

We pursue this goal with our customers

With our support, we pursue the goal of accelerating and streamlining the company’ s own workflow and, if possible, achieving even better results. The use of artificial intelligence saves resources and companies promote innovation by using AI applications to fine-tune and implement ideas.

However, the biggest advantage is to improve the processes as a whole. AI applications address and optimize various areas within the value chain. In sales, for example, the use of chatbots, data analysis and virtual assistants makes it possible to create detailed customer profiles and identify potential customers as well as carry out sales forecasts and performance analyses.

What are the advantages of AI in day-to-day business?

AI applications support companies throughout the entire process. They take on analytical tasks, work out ideas, promote the brainstorming process and assist teams with day-to-day tasks.
Specifically, the benefits of AI in day-to-day business range from saving resources when carrying out routine tasks, to providing support for creative activities, to acting as an idea generator and task assistant.

Our outlook for 2024: events, content and more

To make the topic of AI more visible, we will pass on practical information to customers and interested parties in 2024. The information is passed on in the form of events on site workshops and lectures as well as further information for reading in the respective newsletter, blog post or various LinkedIn posts. We will consciously combine our own practical knowledge with the expertise of our partners in order to deliver the best quality to our customers.

Conclusion

More and more companies are using the strengths of AI to optimize existing processes. The possible applications range from data analysis and content creation to the collection of ideas. This enables companies to improve their value chain by saving resources and promoting creativity within the team. This is exactly where the 2be team comes in, working with our customers to establish digital routines.

Let’s get started together!

Weitere spannende Links dazu

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Wolfgang Eck
eck@twobe.de
LinkedIn