Brand Refinement


Brand identity and brand perception – often not in line.

Luckily I was able to apply my service of Brand Refinement many times in the past. Because sadly, for many companies there’s a gap between the brand identity and the way the world actually perceives your company.

What is a brand anyway? Well, it’s not just a logo

…or a beautifully designed letterhead.

A brand is a promise – the promise your company gives to your customers, partners, and employees. Your brand is the invisible (and yet visible) co-worker who performs tirelessly 24 hours a day, 7 days a week, year in and year out. It’s essentially a short cut to the heart of your company that helps to recognize – and identify with – your brand, giving your company an identity on its own. As a collection of meanings and a cluster of functional and emotional values, your brand is a trust mark. Strong brands have a clearly defined mission, a consistent message, and a coherent visual appearance.
Building a brand (or re-branding an existing one) can make or break a company. To get a clear view of what’s important, all relevant elements have to be visited and scrutinized – relentlessly.

“Collective Consciousness”
Mutual understanding of the meaning and goals of your company.
Consistent messaging for your company.

Clearly defined long-term business strategies and goals

Consistent visual appearance
Supporting the core message of your business
Consequently aligned across all marcom materials

Don’t be the company owner that takes better care of your car than your brand. If you want to learn more about brand building, please read my article “Better brand building”