This workshop especially relates to all decision maker in small companies.
Brand Consultants: about
Lünstroth Brand Consultants strengthen brands worldwide and bring brands to the European Union. With...
Increasing the strength of a brand: Brand Ambassadors
Corporate Brands must be lived out in practice. It’s essential that all employees understand the deepness of a brand myth and the purpose of the corporate brand.
For several years Luenstroth Brand Cosultancy offers brand workshops: Deep knowledge about brands and how to implement and use them in daily practice.
Brand as a system
By using examples the participants learn
- why a brand is the managerial sender
- how brands appeal emotional and rational to the addressees
- why a brand always needs to has a perpective and why it’s not a sales-promotional action
- what the different is between a corporate and a product brand and how to develop a useful brand architecture
- with which appropriate service partners it’s useful to establish brands
- which legal opportunities are to be found in national and international fields for legal protection and how to use them sensible.
Brands in media
The behavior of using media has not only changed in consumer’s businesses, it has also changed in BtoB radically. In the past brands were shown and experienced in classic media, today there are other acccesses as well for getting further information of brands.
The emotionalisation in the world of branding has to work for and in several media:
- Does the first impression fit to the adjusted target medium? (Web, Blog, App)
- How to prevent image damages?
- Which website structure is ideal for brands, which one should be avoided?
- How is it possible to elude the interchangeability of the brand and to keep it as a unique position?
- Employer Branding: How, on which websites and with which message is the business brand getting in contact with potential employees (controlling touchpoints)?
Brand Architecture
If companies merge or acquire other companies new uncertainties are coming up in the new business fields.
That uncertainty is the result of an ambiguous brand architecture. Often double brands have been developed which should transfer the entire brand values of the merged company.
Conflicts are inevitable. If the structure is not based on any adequate reasoning, its function is not fullfilled satisfactorily. This workshop shows obstacles at mergers and change-processes and offers possible solutions.
Fields of tensions of different brand architectures
Between House of Brands and Branded House:
- Which brand architecture fits to which corporate structure?
- Which organizanitional changes are necessary for a target architecture?
- Based on examples: Different approaches with their advantages and disadvantages are shown.
(Target group: executive committee, board of directors and managers of bigger enterprises)
Corporate Identity
Corporate Identity is the most known corporate asset during the last 50 years. But even in big companies people often mix up Corporate Identity with Corporate Design. This workshop explains the relation of Corporate Identity to Corporate Design and to self-images and external views of the company. It shows the difference between formal Corporate Design, lived Corporate Identity and Corporate Image – the target project as an essential instrument for business success.
- Where ends Corporate Identity and where begins Corporate Design?
- What do logo und claim say about Corporate Identity and in which relation do they stay to Corporate Image?
- How trade-fair appearances, annual reports or any other touchpoints have to get staged to transfer Corporate Design and Corporate Image.
- What about the Corporate Coherence in media?
Corporate Design
Some years ago Corporate Design was a manageable feature of only some advertising media. Meanwhile it is getting a system which reaches from print over animated media and audio to huge video galleries. The difficult weighting between continuity and creative flexibility are inevitably a part of the daily practice in the new sensory and content fields. This workshop gives advices how a company stays contentual faithful and how it is possible to avoid loosing the company’s coherence in daily practice.
- Approach in the development of Corporate Design / choice of the right design studio or of the right design company
- Implementation of Corporate Designs in different fields of the company (not only with obviously „external relation“)
- Permanent actualization of Corporate Design considering the core of a brand
Agency Pooling
More and more specialised services and project related agencies support advertising companies in the way of analysing their marketing and communication. This agency-pooling can improve creative results. But inevitably the danger of brand erosion could occur because not all punctual working agencies can internalize the brand identity. If, in these cases, a management change is announced, advertising activities and recources arise which are creative but not significant for the brand positioning.
- Which measures secure the continuity of the brand during the time of changing creative service partners?
- How can the ‘red line’ of the brand get implemented that fluctuations in the field of marketing woun’t get dangerous for the brand?
- How is it possible to save the activities of the below-the-line-agencies brand affine?
Development of trademarks
The development of product-, technology- and the company’s brand is listed in the field of creativity, market researches, planning and trademark law.
More often it happens that brands are getting developed which are not acceptable because of having no legal protection. Another reason why they are not acceptable is the scope of protection which is – after registration or taking in use – not big enough to protect themselves against other marks and competitors.
Basic rules of brand developing
- Legal barriers and why it’s useful to consider them
- Using of highest judicial jurisprudence for the increase of the scope of protection (color combinations, audio brands, 3D-brands)
- Why to pay attention if ‘first’ and ‘best’ ideas are offered.
Comprehensive seminars
Brand Strategy Development
Overview: This seminar covers the fundamentals of developing a robust brand strategy, including market research, brand positioning, and competitive analysis.
Objective: Participants will learn how to create a clear and actionable brand strategy that aligns with business goals and drives long-term success.
Key Topics: Market insights, brand essence, target audience definition, and strategic positioning.
Brand Identity and Design
Overview: Focused on the visual and verbal elements of branding, this seminar explores the creation and management of a brand’s identity.
Objective: Attendees will gain insights into designing a cohesive visual identity and developing a consistent brand voice.
Key Topics: Logo design, color palettes, typography, brand voice, and creating comprehensive brand guidelines.
Purpose-Driven Branding
Overview: This seminar emphasizes the importance of purpose in modern branding and how to integrate it into the core brand strategy.
Objective: Participants will learn how to articulate and implement a brand purpose that resonates with consumers and differentiates the brand in the market.
Key Topics: Defining brand purpose, aligning purpose with business objectives, and communicating purpose-driven initiatives.
Global Brand Management
Overview: Designed for brands operating on a global scale, this seminar addresses the challenges and strategies for managing a brand across diverse markets.
Objective: Attendees will understand how to maintain brand consistency while adapting to regional differences.
Key Topics: Brand architecture, cultural adaptation, global brand guidelines, and international market entry strategies.
Digital Branding and Social Media
Overview: This seminar explores the impact of digital platforms on branding and how to effectively leverage social media for brand growth.
Objective: Participants will learn best practices for digital branding, including content strategy, social media management, and online reputation management.
Key Topics: Digital brand presence, social media strategy, content creation, and analytics.
Brand Innovation and Creativity
Overview: Focusing on fostering creativity and innovation within a brand, this seminar helps brands stay ahead of the curve.
Objective: Attendees will learn how to infuse innovation into brand strategy and product development, driving differentiation and growth.
Key Topics: Creative thinking, innovation processes, product development, and trend analysis.
Brand Equity and Valuation
Overview: This seminar delves into the measurement and management of brand equity, a crucial aspect of sustaining brand value over time.
Objective: Participants will gain a deep understanding of how to assess and enhance brand equity, ensuring long-term brand strength.
Key Topics: Brand valuation methods, equity tracking, brand loyalty, and financial impact of branding.
Crisis Management and Brand Reputation
Overview: Addressing the potential risks brands face, this seminar focuses on strategies for managing crises and protecting brand reputation.
Objective: Attendees will learn how to prepare for, respond to, and recover from brand crises while maintaining consumer trust.
Key Topics: Crisis communication, reputation management, stakeholder engagement, and rebuilding trust post-crisis.
Internal Branding and Employee Engagement
Overview: This seminar emphasizes the role of employees in embodying and promoting the brand, ensuring internal alignment with brand values.
Objective: Participants will learn how to engage employees as brand ambassadors and align internal culture with the brand strategy.
Key Topics: Employee branding, internal communication, organizational culture, and brand advocacy.
Customer Experience (CX) and Brand Loyalty
Overview: Focusing on the customer’s journey, this seminar explores how to create memorable brand experiences that foster loyalty.
Objective: Attendees will learn how to design and implement strategies that enhance customer satisfaction and build long-term brand loyalty.
Key Topics: Customer journey mapping, touchpoint optimization, personalization, and loyalty programs.
This seminar series reflects the comprehensive approach that we – as a global brand consultancy – take to equip businesses with the knowledge
and tools needed to create, manage, and grow their brands in a dynamic marketplace.
What else?
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