In a world that is constantly changing, companies, especially medium-sized ones, are facing ever new challenges. Competitive pressure, stagnant markets, lack of strategic positioning, and dissatisfied employees are just some of the problems that burden executives and business owners. This is precisely where the “Transforming Brands” method comes in – an innovative approach that enables companies to build a strong and future-proof brand and successfully assert themselves in the long term within the competitive landscape.
We talked to our colleagues at UNICORN – brand transformation specialists within the GlobalCom PR Network – about the reasons for companies to embark on a brand transformation journey, the goal and the approach to a successful brand transformation.
Creating and redefining a brand identity
Every executive or entrepreneur who embarks on the journey to create a successful brand has a clear goal in mind. The desired state of a company after successful collaboration with the goal of transforming brands is clearly defined:
“Future security and profitable growth through strong brand positioning.”
This is not just about achieving short-term successes. Instead, it is about positioning a company sustainably for the future. By developing a sharp positioning and a powerful brand presence, companies not only create a strong brand but also build a growth-oriented foundation that sets them apart from their competitors.
Starting Point: Current challenges medium-sized businesses are facing
However, before this desired state can be achieved, it is crucial to understand the starting point. Many companies that take advantage of the Transforming Brands method find themselves in a position where they need to strategically reorient themselves. The current state of these companies is often marked by various challenges:
- Strong competition and price pressure:
Markets are stagnant, and competition is getting tougher. Employee dissatisfaction and skills shortage lead to companies struggling to find and retain qualified employees. - Lack of strategic positioning:
Many companies have no clear identity and no differentiated profile in the marketplace. - Faulty brand architecture:
The brand is not clearly defined or inconsistent in its external appearance. - Generational change:
Family businesses often face the challenge of transitioning to the next generation. This leads to losing an important part of their identity and is often related to a new positioning.
Transforming Brands: The process in three steps
Transforming Brands is a method tailored precisely to these challenges. The approach is based on three clearly defined steps:
Step 1: Strategic positioning – The foundation of success
In the first phase of the transformation process, is focused on the strategic foundation necessary for building a strong brand. This includes not only developing theoretical approaches but about practical, tailored solutions for the specific needs of the company.
We begin with intensive interviews, which we prepare through individual questionnaires. These interviews are essential to deepen the understanding of the company’s current challenges as well as its future goals. Every company is unique, and therefore the questionnaires and discussions are tailored to the individual business.
We then organize a workshop, which is the core of the first step. This workshop is deliberately planned after the interviews, as the information gathered is crucial for the further process. In this workshop, we dive deep into the development of the company’s future vision, purpose, vision, mission, and values. These elements form the foundation upon which the brand will be built.
In addition, initial positioning approaches are also developed during the workshop. This means we lay the groundwork for how the company can differentiate itself in the long term within the market. To achieve this, we work with various tools and methods that allow us to view the company not only in the present but also to build a bridge to the desired future. Two key tools in this process are Simon Sinek’s Golden Circle and the Limbic Map. The Golden Circle helps define the “why” of the company – the deeper motivation behind its business activities. The Limbic Map is a neuropsychological model that helps to better understand the emotional state and motivation of target audiences.
We also use additional tools like the Color Matrix to analyze the visual and emotional dimensions of the brand. These tools allow a comprehensive view of the brand from various perspectives – whether through the lens of the company, the market, or the target audience.
Another key element in the first step is research. Here, we conduct a comprehensive environmental and competitive analysis that serves as the basis for developing the positioning. The market, trends, and competitors must be thoroughly examined to find a positioning that is sustainable in the long term.
Resulting Strategy
At the end of this phase, a comprehensive strategy paper will be developed. This includes:
- Target audience analysis:
Who are the key target groups, and how can they be optimally addressed? - Purpose: The central “why” of the company.
- Vision and mission: The long-term goals and how they should be achieved.
- Positioning: A clear differentiation from the competition.
- Brand strategy: A plan for how the brand will be embedded in the minds of customers.
The final step of this phase is the development of a prototype. This prototype serves to make the strategy not just theoretical but visible and tangible. This step is crucial as it marks the transition from strategic planning to visible and tangible implementation – something we at UNICORN place great importance on. We are not just strategists who develop a theoretical concept; we also show how this concept works in practice – or, to put it figuratively: We don’t just design the car, we show how it drives on the road.
Step 2: Developing the narrative and brand world
In the second step of the collaboration, the aim is to translate the developed strategy into concrete, applicable, and understandable elements. This is when the brand narrative is created – the story the company tells, and the foundation for all storytelling activities. This narrative is the core of brand communication and ensures that the strategy is not abstract but is conveyed in an understandable and tangible form.
Another important element of this phase is the development of the brand and corporate design rulebook. These visual and communicative guidelines ensure that the brand appears consistently and recognizably across all channels. This also includes designing digital interfaces, which are of enormous importance in today’s world. The brand must present itself coherently and professionally across all digital platforms and touchpoints.
The touchpoints – the points of contact where customers interact with the brand – are also a central aspect. These points must be designed so that the brand comes to life. Whether in the online shop, at the point of sale, or on social media – every touchpoint must clearly convey the brand’s values.
An often overlooked but critical part of this phase is internal implementation. A successful brand strategy must not only have an external impact but also be lived internally. Executives and employees at all levels must understand and internalize the positioning and apply it in their daily work. Only in this way can the strategy be translated into concrete actions.
Step 3: Proactive brand management and global communication
The third and final step is the proactive management of the brand. This means that the brand is continuously maintained and further developed. The brand becomes an instrument for achieving strategic goals by being deliberately deployed across all communication channels, both digital and analog.
The UNICORN team relies on a strong network that allows us to bring a company’s brand communication to any location worldwide. Whether it’s about building an international presence or conquering local markets – we have the right partners to ensure that the brand is communicated globally and effectively. In this phase, we draw on the full spectrum of brand communication. From traditional advertising campaigns to digital marketing strategies to spatial installations – the brand becomes visible and tangible in every aspect. This ensures that the strategic positioning does not just exist on paper but is also anchored in the real world and has an impact.
Overall, the UNICORN approach offers a holistic solution that ranges from strategic positioning to the development of a unique narrative to proactive brand management. Our goal is not just to develop concepts but to implement them effectively – and that on a global scale.
The Effects: What benefits does a strong brand achieve?
Working with our Transforming Brands approach achieves far-reaching benefits for the entire company:
- Employee retention and motivation:
A strong brand strengthens the sense of unity within the company. Employees identify more strongly with the company and are more motivated to contribute to its success. - Customer acquisition and retention:
Clear positioning makes it easier to acquire new customers and retain existing ones for the long term. This leads to greater value creation and better customer relationships. - Competitive advantages:
A clear differentiation from competitors is essential to succeed in the market. A well-managed brand stands out clearly from the competition and creates unique added value. - Business success:
Building a strong brand has a direct impact on the revenue and innovation capacity of a company. In the long term, a successful brand strategy leads to profitable growth and a sustainable market position.
The distinction: Different from traditional consulting
A key aspect of the “Transforming Brands” method is the clear distinction from traditional consulting and advertising agencies. These agencies often develop concepts that sound good in theory but are difficult to implement in practice. Transforming Brands goes one step further: the method not only brings the strategy to life but ensures that it is actually lived and implemented. The approach combines strategic consulting, design, and management, closing the gap between theory and practice. From strategy to implementation: The concrete result.
Many companies ask: What do I gain from the collaboration? The answer is clear: Companies that undergo the Transforming Brands method experience an immediately visible repositioning that is not only felt internally but also perceived externally. These changes lead to a noticeable activation of employees, improved market perception, and, in the long term, increases in sales and growth. Additionally, a clear brand strategy ensures that companies remain competitive and can adapt to changing market demands.
Conclusion: Investing in the future
For medium-sized companies, Transforming Brands is not just a method of brand building but a holistic approach to growing sustainably and profitably. Marc Brockmeyer and his team guide companies through this transformation process – always with the goal of achieving a leading market position and securing long-term success.
Free expert consultation for entrepreneurs:As an experienced branding expert, Marc Brockmeyer offers interested business owners and executives a free branding expert consultation. In this consultation, initial pragmatic action recommendations are developed, offering immediately actionable approaches to solving current challenges. If you are interested, please contact the GlobalCom PR Network team here and include the reference “BRANDTRANSFORMATION” in your message. |
This blog post was developed in cooperation with our colleagues at UNICORN