Brands allow products or organizations to be recognized while adding emotive and financial value ... when everything goes as planned. What happens, though, when a brand loses its appeal and ability to impress, when employees fail to express its values, or when it is swamped by the numerous other brands a company has? fischerAppelt, advisors brings clarity to complex brand architectures while enhancing brands’ internal and external profiles. Based on a detailed market and competition analysis, we position brands, set their core values, and develop practical models for moving forward. In close cooperation with our sister agency Ligalux, we develop complete brand strategies that range from positioning to naming and claiming and even brand design.

The more complex a brand architecture is at a company, the more important it is to define identification potential. fischerAppelt, advisors streamlines brand architectures. We reduce complexity, focus on clear points of emphasis, and develop clarity in parent/sub-brand relationships. Profiling is our method for strengthening corporate brands.

Those looking to communicate a brand over various channels need one thing above all: integration expertise in managing the core communicative disciplines. How and where is an idea best implemented? What should PR, design, and advertising contribute? What kind of synergy should be achieved between the various disciplines? Determining the campaign components and the sequence of milestones are central elements of strategic planning. As a strategic communication expert, fischerAppelt, advisors works with its customers to manage the smooth and consistent interplay of all communication measures, both internally and externally.

A brand’s ability to convey its identity in a credible manner isn’t only expressed by the way it appears to its customers – the fight for the best talents is now almost as important. And the role of brand management with regard to a company’s role as an employer is often underestimated. Corporate brands need the brand commitment of their employees. The emotional connection and identification with a brand increases employees’ commitment to the success of the company and its products. Therefore a successful brand strategy first implements and strengthens the value and identity of the brand within the company itself. This allows the brand to be credibly presented by those that represent it externally. This is a bonus that also gives the company an edge in the competition for the best talents on the labor market.