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Learn how to develop a strong brand identity: with a clear framework from leadership and the active involvement of many employees.

Brand identities: setting the framework, implementing it together

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2 Min.

Above all, brand work means gathering insights and implementing them consistently. The further the brand is developed, the more important it is to define a clear framework. This is the only way to plan and implement the next steps in a well-structured manner.

The management level sets the direction

This framework should always be defined by the management or the board. This is the only way to maintain the necessary discipline – both in terms of content and technology. This creates the basis for many employees to actively participate and shape the brand together. It is important to remember that practice always comes before theory. A brand that is not practiced as a matter of course in everyday life will eventually become more of a burden than a motivation.

2be and Data Respons Solutions at the regular steering committee meeting on site

Involve everyone for more success

To ensure that the brand is truly supported by everyone, as many employees as possible should be involved in the process. This applies not only to the corporate brand, but also to the employer brand.

Unity between corporate and employer brand

Brand work is particularly successful when the gap between the corporate brand and the employer brand is kept as small as possible. In theory, a distinction is often made between these two brands. In practice, however, this separation is usually artificial and quickly appears fake – especially if the differences are large.

This artificiality becomes apparent at the latest when an applicant becomes an employee. They realize that the promised values do not match the reality, which makes the brand seem untrustworthy.

From left to right: Kati (2be), Roman (BFV), Stephan (Data Respons Solutions) and Dennis (BFV) in front of the brand wall at Data Respons Solutions in Erlangen.

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

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

Colourful, abstract shapes and symbols that represent different logos and brand styles

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

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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.deLinkedIn