Branding

Corporate branding

Corporate branding

Product branding

Employer branding

Selected cases

Coachbox

The positioning of this all-in-one training hub appeals to coaches and athletes of all levels.

sports, product branding

ALTER

For the experience creators of ALTER, the time had come to establish themselves as a true experience agency.

entertainment, corporate branding, marketing partner

Ranson

To strengthen its position as a partner for every step of the food industry, Ranson turned to MOQO for a brand update.

food, corporate branding

Esco

For this Eastern European parquet manufacturer, we created an elegant brand that connects with the origin and natural character of the product.

design & architecture, consumer goods & retail, product branding, marketing partner

FAQ

How can you measure success in branding?

Branding becomes measurable when you define in advance what you want to achieve with your brand. Do you want to increase brand awareness, strengthen your positioning, reach a new target audience or boost demand? If so, you can analyse metrics such as branded search volume, website traffic, social engagement and conversions.

Qualitative data is also extremely valuable. Customer surveys, market research and internal surveys tell you how customers and staff perceive your brand. Incorporate these insights systematically into your marketing strategy, gain an understanding of your brand’s evolution and then make targeted adjustments. Furthermore, online marketing makes a significant part of this directly measurable.

Would you like to find out more about measurable branding? In our blog, we are happy to tell you more about the ROI of brand awareness.

What are the concrete benefits of branding?

Strong branding makes it clear who you are, what you stand for and why people should choose your brand. This creates greater recognition and differentiation in the market, whilst also providing direction for sales, marketing and communication.

The specific impact depends on the type of brand. A strong corporate brand helps to build a consistent reputation for your company. Product branding gives a product or service a clear positioning and its own value. Well-thought-out employer branding, in turn, helps to retain staff and attract new talent.

Read on about why investing in branding as a start-up pays off and how to maximise the potential of your company’s branding.

When does a brand slow down growth?

A brand can become a barrier to growth when your business evolves but your story does not keep pace. Perhaps you are now appealing to different target audiences, your offering has expanded, or you want to break into a new market. If your brand does not adequately reflect those ambitions, it becomes more difficult to stand out, attract the right customers or successfully launch new products and services.

An unclear offering, a fragmented brand architecture or an outdated image can also hold back your growth. That doesn’t mean you need a complete rebrand straight away. Sometimes, a sharper positioning, a clearer brand structure or a targeted refresh of your identity is enough. We’ll investigate exactly where the problems lie and what changes are needed to bring your brand back into line with your ambitions.

Clear corporate branding and brand architecture ensure that your brand once again aligns with your business strategy and provides scope for future growth potential. For new products or services, separate product branding may also be the right choice.

Sometimes even the brand name itself stands in the way of growth. In ‘When your brand name is holding back your growth’, we discuss when a name change makes strategic sense.

What are the risks of an outdated brand?

The perception of your company is key! When your branding lags behind your organisation’s true identity, we can say that your brand is outdated. This can make it harder for your audience to understand what your company stands for. Perhaps you’ve since become more innovative, professional or ambitious than your image suggests. As a result, you may not be attracting the right customers, failing to distinguish yourself sufficiently from competitors, or missing out on commercial opportunities.

Your brand’s recognisability can also become diluted. When your website, campaigns and other communications have each gone their own way over the years, it becomes harder for customers to form a clear picture of your brand.

Does this sound familiar to you and your brand? If so, it’s worth exploring whether a rebrand is the way forward.

Why do successful companies still invest in branding?

Even when your business is doing well, you want customers to keep choosing your brand. This requires a brand that stands out from the competition, remains relevant to its target audience and builds trust. Research by Kantar highlights just how important this is: brands that consumers perceive as strong and distinctive are up to four times more likely to increase their market share.

That is why successful companies continue to strengthen their brand. They respond to changing customer expectations, safeguard their unique selling points and ensure that their brand can support new ambitions, products and markets. This does not necessarily require a new brand identity every time. Often, the greatest added value lies in consistently capitalising on what already makes the brand strong. This can be achieved through a targeted brand launch, a strong marketing campaign or a long-term partnership with MOQO as a marketing partner.

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Need a rebranding or a completely new brand? When everything falls into place, your branding journey offers inspiring insights and enlightening moments.