Brand Strategy

We accompany brands at every evolutionary stage. From start-ups – with little but a good idea – to brand dinos that want to rejuvenate. For this reason, every brand strategy at JUNO begins with our assessment of the brand’s current strength. To do this, we audit its central dimensions and thus create a rational basis for decision-making for targeted brand building.

Brands are memories. If we have the same good experience with a brand again and again, the brain stores it in a certain place in our heads. For this to happen, we must first strategically position brands in a market, in a category, in exactly the right place. What exactly does my brand stand for there? Who do I want to reach here? How do I want to be seen here?

What kind of future do I want to build as a brand? Nowadays, brands need to be able to do more than just mark achievements. Together with our clients, we develop brands that combine attitude and market success in their narrative. Similar to the other dimensions of strategy work, we play out and evaluate different scenarios together with our clients.

The appearance of a brand can always be rejuvenated. A brand name is much less likely to change. It is one of the most important brand assets and requires calculation and creative feeling in its development. In more than a dozen successful naming processes, we have learned what is important.

A claim is like a brand's signature tune. It has its own sound and expresses the essence of the brand for customers and employees. If it is done well, it immediately creates a relationship between people and the brand.

As a rule, strategic core statements often remain abstract and incomprehensible to those who are not involved in the development. Therefore, we are required to translate them - for employees in companies. For customers. And for the market. To do this, we create brand storylines or brand narratives that translate brands into exciting stories. This makes them memorable and connects the past and the future into a coherent story.

Companies often fail to adopt the customer's perspective due to their internal view. As external experts, we can provide advice on how a service portfolio should be structured and the best way to label its individual parts. The same applies to brand architecture. Which design most accurately addresses the market and the target groups and is at the same time economically and sustainably viable?