The traditional division between marketing and PR only exists in a few companies. What...
The Brand Agency and its Relation to Creativity & Execution
Creativity is nice.
But not enough.
In the world of communication, the quality of creation and implementation determines whether a message is noticed or gets lost in the crowd. Luenstroth is a brand agency that has internalized this fundamental principle. In the Creation and Implementation service area, the agency translates strategic brand principles into visually and textually compelling experiences.
Luenstroth’s work extends far beyond pure design: it ensures that every creative decision has a direct connection to the brand’s core message, thus achieving the intended market impact.
From Strategy to a Visible Identity
Luenstroth’s creation and implementation work does not begin with a blank slate, but with the previously developed brand strategy. The understanding of the brand system – its values, vision, and positioning – serves as the foundation for every creative step. This close integration of strategy and creation is the decisive factor that differentiates the agency’s work from pure graphic design. It ensures that the visual identity and communication measures consistently support the brand’s strategic goals.
A central component of this service is the development of a customized Corporate Identity (CI). This includes the entire visual appearance of a company – from logo design and color palettes to typography and imagery. Luenstroth creates a coherent CI that is consistent across all channels, enabling immediate recognition and building trust.
Holistic Creative Services
Luenstroth’s creative services extend across all relevant communication channels. In print design, the agency conceives and produces high-quality publications such as annual reports, brochures, and image materials that are both visually and tactilely appealing. Each of these products is considered part of the brand system, helping to tell the company’s story in an impressive way.
In digital design, the agency develops user-centric and aesthetically pleasing websites that are not only modern but also effectively convey the brand message. The User Experience (UX) and User Interface (UI) are designed to harmonize seamlessly with the brand identity and enable intuitive navigation. Luenstroth also ensures that the brand has a uniform and authentic voice on every social media platform.
Impact through Storytelling and Consistency
Luenstroth is convinced that strong brands are based on compelling storytelling. The content the agency creates, whether for websites, brochures, or campaigns, is designed to create emotional connections and actively engage the target audience. The texts and images are crafted to be not only informative but also inspiring, bringing the brand’s values to life.
Another crucial factor is consistency. A brand only becomes unmistakable when its message and visual appearance are uniform across all channels. Luenstroth ensures that brand guidelines are meticulously implemented – in every detail, from a business card to a large-scale advertising campaign. This meticulousness secures the brand’s integrity and strengthens its public perception.
In summary, Luenstroth offers a comprehensive range of creative and implementation services that are always built on a solid strategic foundation. Through this approach, the agency transforms brand messages into captivating visual and textual experiences that not only stand out but also create lasting value.
How we see Creativity.
We are all creative in one way or another. But our job is not just to be creative. We also have to achieve something with this creativity.
That’s why, over time, we’ve set some rules that make it easier to be creative and to be judged.
Rule No.1: Creativity is not enough.
We firmly believe that a brand agency must be more creative than an advertising agency. Because creativity without a strategic basis is simple, but not sustainable.
Brand communication has a stricter filter: Only creation with added value to the brand can pass this filter.
That’s why we always look at creativity from two angles: is it eye-catching enough and what value does it generate for the brand?
Rule No. 2: All purchase descisions need arguments, except impulsive ones.
Much is speculated about the differences between BtoB and BtoC. The key difference, however, is less the target audience than the value. Is the product or service so cheap that it is bought as an impulse item? Then the emotional stimulus can be enough to sell.
Example FMCG: In food retailing, products only need an emotional charge from the communicative side; that’s enough for the purchase. Simply because the products are inferior. Who buys a “wrong” product, has no real damage.
The situation is different for higher value goods such as cars, prefabricated houses or facilities. Although also BtoC, here are arguments necessary to trigger a brand preference. Moreover, the higher the value of the goods, the more credible the communication has to be. Simply because more capital is committed. The consumer can not afford mistakes. Here, the brand must be credible and reputable.
It is similar with the BtoB speech. However, not because the buyer is a professional buyer, but because the investment volume is high. Even the professional buyer will not want to afford mistakes.
Rule No. 3: Always better than the competition
“Better well stolen than badly created.” This is a standing adage in advertising agencies and often this type of creation works. However, if the copy comes from the competitive environment, it can quickly become embarrassing and sometimes expensive (for legal reasons).
That’s why we look at what the competition is doing. But not to copy it, but to understand its positioning.
And then we do everything we can to make it better. Because only the better creation makes advantages in the market visible.
Rule No. 4: Companies know their markets
We focus on division of labor and do not assume that we know the market better than our clients, who have been successful there (sometimes for decades). It would be pointless to want to shine in this area with good-will.
On the other hand, we know the psychology of beliefs and know what we need to do to credibly deliver the messages to the target audience. That in turn is our contribution to more success for the clients.
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