Developing future viability together
Vision for the future of the brand and company
Brand Logic specializes in making brands and companies fit for the future. The vision of the future is a clear, inspiring idea of how a company wants to position and align itself in the market tomorrow. It merges the brand and the company—making them fit for the future. The vision for the future becomes the anchor of modern corporate management. It creates the framework for all strategic decisions. When it is brought to life, decisions and measures can be made and prioritized in a targeted manner in the here and now. The future always emerges from the present – the vision for the future makes it consciously shapeable.
Synchronize brand and corporate culture
Employees are guided by actual behavior—not brochures. Culture is therefore not a soft fact, but one of the strongest drivers of a brand's credibility, strength, and effectiveness. What is not lived within the company has no effect on the outside world. Momentum is created when the brand and corporate culture become one—and a genuine brand culture emerges. Culture is behavior. The Institute of Brand Logic supports companies in anchoring their brand image within the company and internalizing it in the minds and hearts of employees and managers. This is how corporate culture is developed along the brand: brand content is translated into concrete, cultural behavior. The coherence of culture and brand is crucial for ensuring success – and makes the brand tangible for customers.
Implementation, development, and transformation
The brand's vision for the future sets the course for all implementation, development, and transformation processes within the company. It creates traction, orientation, and energy. As experts in whole-scale change, we use methods and processes that activate precisely this energy for implementation and change—and translate it into measurable success. Our expertise noticeably accelerates change and transformation processes and leads companies to market success more quickly and confidently. All initiatives aim to develop the company in a brand-oriented manner, bring about appropriate decisions, and consistently drive implementation successes.
Special consulting modules
Every brand has its own logic for success and growth. Random expansion ideas or arbitrary growth strategies are not part of our repertoire. We consistently develop growth from the core of the brand: we sharpen the brand essence, define the strategic playing fields, and translate them into clear, connectable growth paths. Once the strategic playing fields are clear, the next step is to build market leadership in these fields. We accompany companies step by step on this growth path – from product range and service expansions, touchpoint innovations to brand mergers, or the development of new business areas, etc. With defined, standardized growth formats, we structure the process from opportunity mapping and prioritization to a concrete roadmap. In this way, we ensure profitable growth, scalability, and multiplication.
If companies manage multiple brands, the right brand architecture is of great strategic importance. A clear brand portfolio has economic clout. Without clear brand architecture, cannibalization, inefficiencies in marketing and sales, diluted brand positions in the market, incorrect product range allocations, or complex internal management and organization often occur. Clear rules of priority ensure that the focus remains on strong brands in terms of value creation.
A leading customer experience must be developed from the brand's vision of the future – one of the key factors for success in a competitive market. The brand image becomes a tangible experience for customers and partners at all relevant touchpoints. This is where purchasing decisions are made and where customers form their opinions about a brand. We align the motives and expectations of target customers along the customer journey with the brand image. We consistently think outside-in. We align the backstage organization with this approach and enable the company to reproduce the brand logic in the customer experience.
Communication has the task of refining and selling a brand's services. The Institute of Brand Logic follows a clear logic in the development of brand communication. Goals, messages, performance evidence and arguments, design and tonality are logically derived and transferred to channels and touchpoints in an orderly manner. Clear briefings for design and advertising agencies and the approval of their creative work ensure that the right messages are convincing in the market. Marketing thus has the role of managing communication according to clear principles and rules in the interests of the brand.
Smart pricing reveals the value of a brand – and takes value creation to a whole new level. Smart pricing is an extremely powerful lever in brand management. With a clear pricing logic, purchasing decisions can be specifically controlled. In addition, upgrades, product lines, bundles, and innovations can be systematically developed and better implemented in the market. When brand positioning, price, and customer experience are consistent, genuine willingness to pay emerges—and economic strength in competition. The Institute of Brand Logic develops and implements smart pricing strategies for B2B and B2C.
Market research and brand measurement provide the factual basis for accurately managing and developing brands and measuring their effectiveness. They create transparency about brand strength, reveal the motives and expectations of target customers, and highlight which measures are effective along the customer journey. Without systematic brand measurement, brand management becomes a matter of intuition—with the corresponding risk of wrong decisions. Reliable insights into customers and markets can help here.
Focus on retail
Brand Logic specializes in developing leading retail formats. We help retailers refine their formats, consistently align them with customer needs, and develop them into economically strong, scalable models for success. Speed in prototype development and rollout is crucial in this process.
Focus on tourism
Developing leading destination brands is one of our strengths. We empower destinations to build their future viability and position themselves as leading brands in the competitive landscape. Genuine performance and an impactful customer experience are the key levers for this. In these loose networks of formal and informal decision-makers and key players in a destination, open, participatory processes are crucial for success.
