creating & sustaining competitive advantage
identity management & branding
Various trends, such as product homogeneity, globalization, and digitalization force organizations to effectively manage their core identity: the set of specific characteristics which makes it unique and which is relevant to its differentiation within its competitive environment.
Besides these global trends, strategic changes, such as a merger or acquisition, require a careful analysis of an organization’s core purpose – what it is, what it stands for, and what it believes in – to make a new beginning and earn understanding and commitment for the new organization among its various stakeholders.
Specialized in dealing with these strategic issues, I advise clients on how to develop and sustain a strong identity and to evoke emotional appeal among key constituents. By doing so, I can help organizations create enduring competitive advantage and improve their overall performance.
Expert advice from a communications specialist with business sense and the ability to think strategically.
What I Do
Services
01.
identity management
Every organization has an identity. It manifests itself in everything an organization does, owns, produces, or says.
When well managed, an identity can be an extraordinary source of strength. Externally, it provides the primary points of differentiation. Internally, it can create unity and a sense of belonging. Identity is the basis for image and reputation building and helps to increase an organization’s overall performance.
02.
Strategic positioning & branding
The identity and strategic position of the corporate brand needs to be actively managed. There are serious challenges to face – staying relevant, creating value propositions, managing negative associations etcetera.
Organizations with strong corporate brands have a strong root positioning and a unique and appealing corporate story to tell that reflects the organization’s identity and reputation, and successfully positions it against its rivals and stakeholders.
03.
Visual style & brand guidelines
To create identification with the brand and to enforce a consistent visual expression of their identity, organizations will have to develop clear and simple guidelines or a so-called house-style manual.
Such systems normally include guidelines regarding the use of the logo, colors, typefaces, tone of voice, imagery, stationery, presentation materials, office environments, signage, website and online applications, proposals, and key documents.
a selection of my
projects
My projects are diverse and encompass the full range of communication challenges companies face today – from marketing communication to corporate reputation issues alike.
Representing a variety of industries, my clients vary from small to mid-size, and include both start-ups and established businesses.
