Branding programs
The aim of a branding program is to establish or reinforce a distinct market position. Its success hinges on deep customer and stakeholder understanding, alignment with business strategy, top‑management sponsorship, and engagement at all organisational levels.
I draw on insights from large‑scale rebrandings, brand platform launches, and narrative reactivations, and from initiatives that support business priorities by driving brand awareness, fostering understanding and engagement, and creating efficiencies across functions.
Approach
Ensure alignment with the overall business strategy and key priorities.
Ensure top-management sponsorship and establish a governance structure to maintain transparency in decision-making.
Build on the company's purpose (more on Purpose) and customer insights.Identify the values, behaviours, and ways of working that should be reinforced or optimised internally.
Integrate the brand elements within existing business strategy frameworks and introduce brand and design principles to guide implementation.
Drive internal engagement by building excitement around the initiative and highlighting its relevance to the business.
Get the basics right by delivering efficient and timely roll-outs for design solutions.
Show rather than tell—focus on developing roadmaps that leverage synergies. across functions (R&D, segment and regional marketing, public affairs, HR) rather than relying solely on large global brand campaigns.
Selected projects
The task: update the corporate visual identity and narrative in line with the new strategy, with guidelines and templates to be prepared in advance for the company's largest acquisition.
Main deliverables (within an eight-month timeline): audit, updated design principles, new design elements to substantiate sustainability benefits, complete set of guidelines and templates, new brand portal (Frontify platform), and narrative prepared in connection with the Day One communications plan and campaign.