Strategy

Analysis of current design

We use ten design rules as a framework to analyze the weaknesses and strenghts of a brand. By this we evaluate brand awareness, shelf impact and emotional appeal – just to name a few.

Our goal is to strengthen positive characteristics and eliminate weaknesses. The results of this analysis are the basis for further improvements.

Competiton analysis

The optimal brand identity considers the competition and respects the company’s own portfolio. Therefore we carry out an intensive, national as well as international competition and market analysis.

On the European level we can fall back on our European network EPDA. Of course, we also ask our GDS partners in Asia and the US to carry out a market analysis on the relevant product segment for us.

Brand core analysis

The brand core is the brand’s personality. Thanks to the core a brand and its products become unique and distinctive. In order to find the brand’s USP, we answer questions such as:

  • What are the brand’s distinctive qualities?
  • What is the brand image?
  • Who is the main target group?
  • What is the history of the brand and what are the company values?

Strategic positioning

In the next phase everything comes together: We define the messages the brand should convey.

For this we use different design codes, for example to reconcile a company’s tradition with its will for innovation to form a perfect and unique branding.