01 Real. Brand must be attitude.
With digitalisation, the longing for the real and true is growing. Brands that appear genuine and credible are perceived as more relevant and likeable. All the more surprising: truly authentic brand appearances are the exception. Today, brands need innovative and creative development processes. Profound, creative and holistic consideration of organizations, cultures, business models, products and services. Only when a brand is rooted in all areas, in all minds, in all corners of the company, it will work. Because only brands that are lived are credible to the outside world. And authentic. Brand is not the strategy paper that external consultants have developed behind closed doors with the board of directors. Not the brand strategy that is given top-down to all employees. It is not the omnipresent concepts of innovation and sustainability that a brand can make. That is often wishful thinking. Not reality. And not real. It is a change that has to take place. A rethinking. Because digitalization has changed everything. The self-presentation of the brand, the organisation was yesterday. Today it's the recipients point of view that counts. That is why corporate design will be called user experience in the future.
How to do?
Analyse your own corporate personality, find the brand story that makes your organisation or brand unique and fill it with life.
02 Centered. Focus on people and their motives.
People and their needs, desires and emotions must be the focus of a brand in the future. Only in this way can a brand become credible and relevant. Because new technologies change the communication between people and brands. Hyperpersonalized. Mixed Reality. AI. Brands are becoming an elementary part of the consumer's life world.
But only if they are one thing: credible and beneficial. What are the concrete needs of the consumer? Why does he act? Why not? Only those who know exactly who they are talking to can get people excited about a brand. At eye level and with authenticity.
How to do?
Fathom your target group as precisely as possible. With qualitative interviews. With ideal-typical personas that become real with your life world and your storytelling. In this way you create the basis for aligning your brand user centred.
03 Co-Creative. Interdisciplinary.
New technologies make brand work more exciting than ever before. And more complex. More challenging. Using all algorithms and user data is one thing. But that's not how a brand is created. Instead, a brand must be created in an interdisciplinary way. A brand is more than the visual. Brand is content, attitude, competence, technology. And: co-creation is increasingly becoming a success factor in our digital world. Co-Creation involves all relevant stakeholders and experts in the brand development process. We as brand designers become facilitators who strategically accompany the process. After all, the design of the brand, the business model, begins well before the purely visual level. This is how brands are created that are really relevant.
How to do?
Bring all stakeholders, experts and brand designers to one table. Initiate a co-creation and use all potential.
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