What exactly is brand development?
Posted: Mon Apr 21, 2025 9:46 am
In short: Branding serves to develop a suitable and convincing brand identity based on the foundation of the digital strategy . From corporate design to tone and employer branding, this creates a comprehensive corporate personality with a distinct attitude and value system. All communication measures and their implementation should be consistent with this corporate identity – only then will it be perceived as authentic, both internally and externally.
What does branding look like? Some examples
There's no one-size-fits-all template for successful branding. Fortunately, because that would be truly boring. Every company brings its own personality, and the results of brand development are just as diverse. I'd like to share two very different examples from our work as an agency below.
Theater in the Construction Tower
The Theater im Bauturm is an independent cultural institution in our hometown of Cologne. It has a long history and high artistic standards. What it lacks: a large budget. Our challenge was to preserve the theater's established personality while carefully adapting its appearance to the spirit of the times. It's also important to clearly emphasize the cultural institution's identity and distinguish it through distinctive design. Wherever the theater's communications appear, the sender should be clearly identifiable. And the costs should remain reasonable.
Theater im Bauturm - Examples of good branding
Theater im Bauturm T-Shirt - Examples of good branding
Theater im Bauturm posters - examples of good branding
At the center is the theater's logo, which is very simple yet striking. It can be playfully varied israel phone number data without losing its identity – from beer mats to T-shirts. The bold color scheme of red, white, and black creates a striking yet simple connection. One thing is clear: The Theater im Bauturm stands out. It sticks in the mind. It has rough edges. And that's absolutely intentional.
evoxx
And because I want to show you that branding doesn't work by default, let's look at our client evoxx as a second example. The biotech brand needs to assert itself in an innovation-driven market. It was created from the merger of two renowned companies – and a new branding strategy was needed to help position evoxx as an independent brand.
So we started from scratch. In a workshop, we identified the brand essence and condensed it into one sentence: "Functional ingredients for healthy nutrition." Based on this, we developed the brand name, corporate design, and other communication tools. This sentence served as our guiding light for the entire branding process.
What does branding look like? Some examples
There's no one-size-fits-all template for successful branding. Fortunately, because that would be truly boring. Every company brings its own personality, and the results of brand development are just as diverse. I'd like to share two very different examples from our work as an agency below.
Theater in the Construction Tower
The Theater im Bauturm is an independent cultural institution in our hometown of Cologne. It has a long history and high artistic standards. What it lacks: a large budget. Our challenge was to preserve the theater's established personality while carefully adapting its appearance to the spirit of the times. It's also important to clearly emphasize the cultural institution's identity and distinguish it through distinctive design. Wherever the theater's communications appear, the sender should be clearly identifiable. And the costs should remain reasonable.
Theater im Bauturm - Examples of good branding
Theater im Bauturm T-Shirt - Examples of good branding
Theater im Bauturm posters - examples of good branding
At the center is the theater's logo, which is very simple yet striking. It can be playfully varied israel phone number data without losing its identity – from beer mats to T-shirts. The bold color scheme of red, white, and black creates a striking yet simple connection. One thing is clear: The Theater im Bauturm stands out. It sticks in the mind. It has rough edges. And that's absolutely intentional.
evoxx
And because I want to show you that branding doesn't work by default, let's look at our client evoxx as a second example. The biotech brand needs to assert itself in an innovation-driven market. It was created from the merger of two renowned companies – and a new branding strategy was needed to help position evoxx as an independent brand.
So we started from scratch. In a workshop, we identified the brand essence and condensed it into one sentence: "Functional ingredients for healthy nutrition." Based on this, we developed the brand name, corporate design, and other communication tools. This sentence served as our guiding light for the entire branding process.