Brand Strategy

Our work is based on the latest scientific models in the strategic area.

Certainly the Lünstroth business consultants have been able to refine and specify the methods for the development of the optimal brand strategy over the years. The scientific discourse is generally directed to pure consumer brands.

Lünstroth has expanded the brand strategy approach to more complex contexts. For BtoB brands – often umbrella brands – the company-oriented touch points are the focus of the strategy, while product brandings are more likely to be the product-oriented touch points of the brand.

By implication this means, that intimate knowledge of the market and its channels is necessary in the analysis phase in order to arrive at the right results.

According to these findings, Lünstroth has developed a range of instruments that not only meets classic product brands, but also takes the brand architecture and the complexity of the touch points into account – because an umbrella brand follows deeper nested laws than a consumer product.

An optimal strategy also includes the right arguments for different target groups; the touch points and their relevance for the branding structure and the further development of the company vary widely.
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What we do to find the right strategy together.

Brand Discovery and Research

Objective: The foundation of any brand strategy is a deep understanding of the brand’s current position, market landscape, and target audience.

Methodology: Lünstroth conducts comprehensive research, including market analysis, competitor benchmarking, and customer insights. This phase involves gathering qualitative and quantitative data to understand the brand’s strengths, weaknesses, opportunities, and threats (SWOT analysis).

Example: Coca-Cola’s extensive market research in the 1980s led to the successful launch of Diet Coke, targeting health-conscious consumers.

Defining Brand Purpose and Values

Objective: Establishing the core purpose and values that drive the brand is crucial. This defines the brand’s reason for existence beyond just profit-making.

Methodology: Lünstroth facilitates workshops with key stakeholders to articulate the brand’s mission, vision, and core values. These elements should resonate with both internal teams and the target audience.

Example: Nike’s brand purpose, “To bring inspiration and innovation to every athlete in the world,” is rooted in its core value of empowering athletes, which resonates globally.

Audience Segmentation and Persona Development

Objective: Understanding the brand’s target audience at a granular level ensures that the brand strategy is tailored to meet specific needs and preferences.

Methodology: Lünstroth segments the target market into distinct groups based on demographics, psychographics, and behavioral patterns. Detailed personas are created to represent key audience segments.

Example: Apple’s audience segmentation is finely tuned, with personas ranging from tech enthusiasts to creative professionals, allowing them to craft targeted messaging and product offerings.

Crafting Brand Positioning

Objective: Positioning defines how the brand will be perceived in the minds of the target audience relative to competitors.

Methodology: Lünstroth develops a unique value proposition that differentiates the brand in the marketplace. This includes defining the brand’s promise and the key messages that communicate this promise to the audience.

Example: Volvo’s brand positioning around safety has been consistent and powerful, making it synonymous with reliability and protection.

Developing the Brand Identity

Objective: Brand identity encompasses all visual and verbal elements that represent the brand, including the logo, color scheme, typography, and tone of voice.

Methodology: Lünstroth’s creative team works on designing a cohesive brand identity that aligns with the brand’s purpose, values, and positioning. This identity must be flexible enough to adapt across different markets while maintaining consistency.

Example: McDonald’s golden arches and red-yellow color scheme are instantly recognizable worldwide, creating a strong and consistent global identity.

Messaging and Communication Strategy

Objective: Clear and consistent messaging is key to communicating the brand’s value proposition to the target audience.

Methodology: Lünstroth develops a communication framework that includes key messages, storytelling elements, and a tone of voice that reflects the brand’s personality. The strategy outlines how these messages will be delivered across various channels.

Example: Dove’s “Real Beauty” campaign effectively communicated its brand message of self-confidence and natural beauty, resonating globally.

Implementation and Brand Rollout

Objective: The successful execution of the brand strategy requires a well-coordinated rollout plan.

Methodology: Lünstroth works closely with the brand’s internal teams to ensure that all aspects of the brand strategy are implemented consistently across all touchpoints. This includes employee training, marketing campaigns, and customer engagement strategies.

Example: Airbnb’s rebranding in 2014, with the introduction of the “Bélo” symbol, was rolled out globally with a comprehensive strategy that included employee engagement, digital presence, and community involvement.

Monitoring and Brand Performance Evaluation

Objective: Continuous monitoring and evaluation are essential to ensure that the brand strategy remains effective and relevant.

Methodology: Lünstroth establishes key performance indicators (KPIs) to measure the success of the brand strategy. Regular brand audits and customer feedback loops are used to assess performance and make necessary adjustments.

Example: Starbucks regularly monitors its brand performance, leading to successful initiatives like the introduction of the Starbucks Rewards program, which has strengthened customer loyalty.

Brand Guide as a road map

At the end of the strategy development is a brand guide, which defines and fixes the core thread of the brand management for all implementing institutions. This Brand Guide not only refers to the consumer-oriented touch points but also – depending on the brand system – the company-oriented touch points (employees, sales, PR etc.).

It is a “Brand Bible”. It ensures that the company’s positioning is permanently visible and tangible in its core, leaving enough room for all facets in the different channels