RENEW: BRAND POSITIONING
Brand positioning as an entrepreneurial task
We sharpen your brand positioning around customer benefit and the business questions that truly matter.
A positioning is an entrepreneurial decision, not a creative exercise. It answers which problem the brand solves for which customer, and where investments pay off.
Many positionings lose that connection. They become interchangeable and end up promising quality and proximity without committing to anything.
A positioning like that no longer carries growth.
RENEW
sharpens your brand positioning from an entrepreneurial point of view. We align it with customer benefit and the business questions that matter. We develop a brand story that gives orientation internally and differentiates externally. And we translate it into a visual language that carries it.
RENEW
is for companies that want to sharpen or realign their positioning. The trigger is usually entrepreneurial: a strategic shift, an acquisition, a change of ownership. When that happens, the positioning has to catch up.
Personal references
Our services for different positioning occasions
RENEW covers four offerings for different starting points, from developing a positioning to reactivating a heritage brand to launching a new brand.
Positioning and repositioning
With the BrandPicture method we develop a brand story and a brand book as the substantive foundation of the brand.
Brand reactivation
We uncover the substance of heritage brands and realign them for the future.
Essentials for family businesses
For family businesses we develop brand strategy and brand values from a renewed reflection on what made the generations successful.
Brand development
We develop new brands from the business model. Naming and design follow business.
From our consulting experience
We have developed numerous positionings and led brand work in very different contexts, from restructuring a premium brand to leading a corporate brand after a strategic shift.
From that practice we know where well-made impact analyses meet the logic of the business. And we know how the business logic takes the lead.
Our industry experience: banking, construction, energy, family holdings, mobility, publishing, insurance.
Our methods
BrandPicture
Development of a narrative that runs as a clear thread through every target group and stakeholder.
Brand archaeology
Uncovering the historical brand substance and assessing whether it can carry the future.
Performance-statement method
Condensing the brand's performance into one market trigger.
Visual strategy
Design strategy translates the positioning into symbolic meaning and makes the strength of the business model visible.
1
From reflection paper to growth-strong positioning
From the reflection paper we shape hypotheses for the positioning. For heritage brands the uncovered substance flows in. We sharpen the hypotheses together with you.
2
Positioning development
We develop the positioning using the guiding questions of our BrandPicture method. We test how it fits the business model and the future focus of the company linguistically.
3
Creation of brand story
We capture the positioning in writing as a brand story. Only the written form creates a shared understanding. The brand story carries as a clear thread through all communication formats.
4
Creation of visual concepts
The design strategy translates the positioning into symbolic meaning and makes the strength of the business model visible. On request we lead the migration across all touchpoints, from the website to sales materials to digital communication.
More services
Make a brand decision today.
Write us a message via the contact form or book a conversation directly.
Brand RE Markenberatung GmbH
+49 172 544 1262
kontakt@brand.re
Frequently asked about RENEW
What sets RENEW apart from a rebranding project?
Rebranding usually starts with the logo. We start with the positioning. A brand begins with the business answer to the question of what it stands for, not with a new visual mark.
How does the reactivation of heritage brands differ from a repositioning?
In reactivation we uncover the historical substance and test whether it carries the future. The substance stays, everything else we realign for the future. A repositioning is more open and can break radically with the past.
How long does a repositioning project take?
Positioning and brand story usually take eight weeks. The visual translation runs in parallel or follows on, depending on the scope of the migration.
Do we need an advertising agency in parallel?
Not for the positioning work itself. RE develops strategy, positioning and visual language in an integrated way. For ongoing campaign communication you continue to work with your existing partners, now on a clarified strategic foundation.