Are you looking for Brand Strategy Consulting?
Together towards a strong Brand Strategy
As experts in strategic brand consulting, we support you in the development of your Brand Strategy and the appropriate marketing toolbox - both digital and across all touchpoints.
An important aspect of our work is the definition and embedding of your Brand Values. These brand values are crucial, as they form the core of the brand and enable a clear communicative Brand Positioning and brand differentiation in the competitive landscape. Our approach is based on in-depth analyses and focuses on strategies to increase your brand resonance and market presence, and to authentically convey your Brand Values.
Discover concrete examples and case studies of how our strategic brand consulting has contributed to long-term success and a clear Brand Identity.
A strategy that is not implemented remains a fantasy.
VUCX - Your strategic marketing consulting partner with implementation expertise.
Brand Development with system
From building to fostering - Strategic Brand Management
Actively invest in brand building, brand shaping and the development of your brand to strengthen your company. Strategic brand consulting makes a significant contribution to the effective implementation of your branding strategies.
Excellent branding creates a strong mental image in the minds of your customers and promotes the building of relationships and customer loyalty. A clear and strong brand retains existing customers for longer and significantly increases your chances of winning new customers.
The importance and value contribution of brands are widely recognized. There is a wealth of outstanding literature on the topic of brand management and brand leadership.
However, the answer to the following question remains difficult:
How to develop a Successful Brand?
We support you in building, designing and expanding your brand. From Brand Analysis and Brand Strategy to Marketing.
Contact us for a workshop on Brand Strategy Development or an initial Brand Consulting session:
What do we mean by Strategic Brand Consulting?
The most important part of our process is the understanding of the actual needs of the customer. With this knowledge, the following question can be answered more accurately:
Who is my target group? Who could become my customer?
It is not primarily about just describing the target group. That says little about the actual needs of potential customers.
For targeted customer outreach, it is necessary to develop meaningful person profiles or target group profiles.
Using Design Thinking, we develop sustainable, implementable strategic recommendations. Learn more about Design Thinking.
In order to design successful solutions, it is important to first ask the right questions. It starts with an understanding of the views and needs of your customers. With feeling, empathy and facts, it is necessary to determine which topics drive the consumers.
The basis is created by the VUCX Insight Diamond. Based on the following insights:
- Brand Insight
- Cultural Insight
- Market Insight
- Consumer Insight
Insight Diamonds are a visual tool used in market research and marketing to examine and understand the thoughts and feelings of customers or consumers. The term "Insight Diamond" is derived from the shape of a diamond, where the four facets of the diamond represent different aspects of the Customer Experience:
Thoughts - What does the customer think about the company, product or brand?
Feelings - How does the customer feel when using the product or experiencing the Brand?
Behavior - How does the customer act in relation to the product or brand?
Context - In what context is the product or Brand used?
Insight diamonds in strategic Brand Consulting
Insight diamonds are a key tool in strategic Brand Consulting.
They provide in-depth insights into the experiences, needs and perspectives of your target group. They therefore form the basis for well-founded brand strategies and effective marketing campaigns.
At VUCX, we specifically combine work with insight diamonds with qualitative methods such as focus groups or in-depth interviews. We also use data-based methods such as desktop research and social media monitoring. This creates a comprehensive picture of brand perception, customer behaviour and relevant trends.
Insight diamonds provide clear findings that our brand consultancy team uses to position and sharpen your brand in a targeted manner and bring it to life.
We work in partnership with our clients to develop customised solutions that enable growth and drive transformation. A deep understanding of the business environment and target group needs is essential in order to identify and successfully activate potential.
By designing and moderating workshops, consultations, interviews, observation and analysis methods, we are able to deconstruct the Customer Journey and the brand scenario and recognise which touchpoints have the greatest impact and relevance. These offer the greatest potential for improvement and are therefore our main focus when developing ways to improve the customer experience.
The results have proven to us that this is the right way to achieve a positive impact on brand perception and business performance.
Understanding target groups and segmentation is not a one-size-fits-all process. It is important that techniques and approaches for target group analysis and target group segmentation are always considered in the specific context of the respective target group and marketing environment. Generalisations are out of place here. Every consumer group is unique and has its own needs and preferences that need to be taken into account.
So instead of relying on a standardised solution, we continuously examine new perspectives and alternative approaches.
Because strategic Brand Consulting means finding the right solution for your brand, your target group and your goals.
What does Persona mean for Brand Strategy Consulting?
There are different positions or characteristics of the term Persona:
- Persona Development is based on demographic or Social Science attributes. Characterizes exemplarily person(s) in a user group. They represent ideal-typical user groups or customer groups and represent demographic segments. An example to this concept: LOHAS - Lifestyle of Health and Sustainability.
- Persona Development based on Design Thinking Methods. In Design Thinking, the Persona is the focus of needs. This does not mean that demographic and socio-economic criteria should be ignored. Rather, it extends the first term. It puts the customer and his needs at the center of attention.
An initial understanding of the customer's actual needs can be derived from theoretical analyses. These are then based on demographic and socio-economic criteria. However, this target group is only a theoretical target description. The description ‘male, between 25 and 39 years old, high earner and married’ says little about the needs of this target group. Demographic data therefore does not tell us what people really want - it only gives us an initial indication. They are approximations that allow you to make assumptions about a person based on their membership of a particular group, e.g. a certain age group or gender.
However, relying on demographic data alone is not the best way to understand why people want a particular product or service. Instead, it's important to think about what people want from your products and services. Or what results they hope to achieve. And how these products and services could help them achieve them.
Tip: This also explains why ad targeting is so complex. Even if the ad assistance systems of Facebook, Google or content marketing platforms suggest otherwise. You can find out more about this under media planning.
It is therefore more effective to find out what the customer needs from the product or service and why he or she values it.
It is important to observe customer behaviour and draw conclusions about what people actually want. Only then will you gain a deeper understanding of the actual needs of your potential customers.
In addition, you need to understand the motivation of consumers, the depth psychological insights. Or to put it casually, what makes the customer tick. Consumers often only make consumption decisions superficially for rational reasons. It is much more important to understand the motivational structures of consumers that help explain their consumption decisions.
For example, Neuromarketing can help to better understand the target group in persona development and adapt brand communication accordingly. Neuromarketing studies help to better understand the emotional reactions of the target group to marketing measures and messages. This helps to define brand identity and positioning and to adapt brand communication accordingly.
In strategic Brand Consulting, personas are therefore key elements in helping marketing managers to recognise and exploit the strengths and opportunities of their brand in order to successfully assert themselves in a highly competitive market environment. By analysing customer needs and expectations and identifying differentiating features, the brand can be optimally positioned and strengthened. This makes it possible to address target groups in a targeted manner, increase the value of the brand, build loyalty and ensure sustainable, positive corporate development in the long term.
The term persona is singular. Personae or Personas is the corresponding plural. The word comes from Latin, in which ‘persona’ actually means ‘mask’ or ‘role’. In English, the term is normally used in the singular or plural, depending on the context.
Success with the target group
What makes Brands successful?
Summarized: Show, don't tell
Below you will find examples of our successful Brand Consulting Projects.
Brand Strategies in the Digital era
Inspire users for your Brand
Developing successful Brand Strategies and Brands in the mobile-digital age has become a complex task.
We consult and guide you on your way with customized consulting and solutions for your Brand Management.
With over 25 years of international experience, we are experts in developing Communication Strategies.
We assist you in consistently delivering on the Brand Promise and staying consistent with your company's Brand Identity.
Whether you're a startup, a large corporation, or an institution, we work together to develop and implement Marketing Communications Solutions that add value to your Brand.
In collaboration with our other Online Marketing Services, for example, Search Engine Optimization with internal and external SEO Experts, we create a positive user experience for your brand.
A successful Brand Strategy requires a positive User Experience. This positive UX plays a crucial role in the Digital Marketing Mix.
Learn more about User Experience and how you can analyze it at: Customer Journey Map
Strategic Brand Consulting with implementation expertise.
The Process of Brand Building is complex. It takes time to establish Brand image and Brand awareness.
This makes it all the more important to derive strategic recommendations with actionable tactics.
Brand Management in times of Social Media
By consuming and sharing content with a simple click on the screen, Social Media has allowed people and companies to shape public opinion and take action like never before. Social Media has grown into an important Marketing channel.
It enables Brands to improve their customer loyalty and customer interaction. However, the challenge is increasing difficulty in attracting the attention of Social Media users.
Therefore, Brands must develop a well-thought-out and target group-specific Content Strategy that is informative and appealing to assert itself successfully.
Strategy, Consulting