Brand Strategy

Common pitfalls in brand strategy include unclear roles between the main brand and sub-brands, or brand names that are not legally protected, or changes to the visual identity without first defining the strategy and brand structure.

For REO, we have designed a clear brand architecture, with REO as the central parent brand and clear roles for the sub-brands. The Daikin case also shows how important it is to first bring structure to your brand architecture before embarking on visual renewal.

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We engage employees and other stakeholders through interviews, workshops and analysis to understand their expectations and experiences. This ensures everyone shares the same understanding of the mission, vision and core message, creating a brand that’s genuinely lived from within.

At AZ Zeno, we spoke with staff across all campuses to understand their experiences and expectations. The resulting message, ‘Quality, close to home’, became a unifying story that builds trust externally and connection internally. Also at AG Insurance, we ensured employees embodied the new brand identity by involving them throughout the rebranding rollout and internal communication.

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Through regular strategic audits, trend monitoring and flexible identity guidelines that allow evolution without losing essence. This keeps your brand relevant and authentic.

In the REO case, we refreshed their brand strategy with a clear architecture. Positioning REO as the parent brand while giving sub-brands and quality labels defined roles in a changing market. We also developed a forward-looking brand strategy for Flamingo, anticipating evolving market needs and supporting international expansion.

We first turn your business goals, mission and vision into core values and promises. Then we translate these into storytelling, visual identity and messaging that resonate with both customers and employees.

At AZ Zeno, we translated the organisation’s ambition into the core message ‘Quality, close to home’ — born from conversations with staff and patients. It grew into a story that inspires trust externally and pride internally. For CLdN, we translated the growth strategy into one brand story and visual identity that unite both employees and customers.

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We combine market research, linguistic analysis, cultural perception and legal protection. Then we develop a strategy with positioning, naming and architecture that can be applied internationally including local adaptations where needed.

For Lotus, we merged naming development with market analysis to strengthen the brand’s international positioning. For Daikin, we refined the brand structure to ensure consistency across multiple European markets while allowing space for local accents.

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Start with an audit: which brands or propositions exist, how visible are they and where is there overlap? We help you determine which brands truly add value, to customers, reputation and distinctiveness, and which could be merged or streamlined. This saves costs and avoids confusion.

The REO case shows how we simplified their portfolio by restructuring sub-brands for greater clarity and impact. For Aqualex, we structured the product portfolio and simplified the naming system, giving each brand and sub-brand a clear role.

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We analyse brand value, business objectives and target audiences to determine which name should be kept, integrated or retired.

In the AZ Zeno project, we brought several hospitals together under one name while maintaining local accents through sub-brands, preserving both recognition and local identity. For Liantis, we identified which name should lead the merger based on brand value and support.

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Mergers and acquisitions often add complexity. We map your brand portfolio so it’s clear which brand takes the lead, which sub-brands remain and which ones are merged or restructured.

For REO, we redesigned the brand architecture so REO became the overarching brand, with clear roles for sub-brands and quality labels. For Montea, we guided the transition from a national to an international brand structure, ensuring the new name and identity provided clarity after acquisitions and growth.

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We evaluate your current brand structure on clarity, distinction between brands and sub-brands, consistency in visual identity and messaging, and how well your audience understands your brand promise. Through expert interviews and market comparisons, we identify where your structure can be strengthened.

See the AZ Zeno case, where we helped integrate various departments so identity and communication became one coherent experience. At Liantis, we united three organisations under one brand, creating clarity and structure throughout the brand architecture.

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A clear brand architecture, visual identity guidelines or a brand book ensure your brand remains consistent and recognisable across every channel, both online and offline.

In Arvesta's repositioning, we have captured that consistency by developing a strong identity that is supported both internally and externally. Also for CLdN, we created a unified visual identity under one flag, applied consistently across all communication and transport touchpoints to keep the brand recognisable everywhere.

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