Ambitious B2B brand identity

Our medium-sized client specialises in software solutions in the simulation environment and is a long-standing and leading partner of an American simulation software manufacturer in the European market.

In addition to software solutions, the company has built up a broad portfolio of hardware and IT services, high-quality training and consulting over the years. Due to the departure of the founder and dynamic market changes, the company faces the challenge of formulating its own clear brand identity with which it can confidently present itself to customers, employees and partners.

The task we are working on together with a core team of management and division heads is to create a common identity both internally and externally and to formulate specific value propositions for the relevant stakeholders based on this.

To tackle the development of a brand identity, we set up a multi-stage process that begins with a thorough analysis. This consists of analysing the company itself, current trends and the competitive market situation. This analysis is supplemented by qualitative interviews with customers and employees in order to obtain a precise picture of the strengths, weaknesses and potentials currently perceived. These findings serve as the foundation for the creation and objectification of the brand identity.

The next step is to conduct a two-day strategy workshop in which the core team, consisting of the management and divisional management, takes part. This workshop focuses on the development, testing and selection of the basic building blocks of the brand identity. Finally, the brand identity is finalised iteratively over the following months. This process runs parallel to the development of the value proposition, which is specifically tailored to the three main target groups.

The collaborative development of a brand identity is a crucial process that makes a brand both credible and relevant and helps it to differentiate itself in the market. Such an identity becomes a key management tool within the organisation, providing guidelines and impetus both internally and externally. It guides behaviour and decision-making and ensures that the company and its employees navigate in a coherent direction.

In order to promote acceptance of and identification with the developed brand identity, it is important to involve different areas of the company in the development process. This inclusion provides broad support and ensures a smooth transition when the identity is implemented across the organisation. This ensures that the identity does not just remain a concept, but comes to life and is anchored in the corporate culture.