Brand Code

From the sum of his or her life experiences, every person develops very specific, individual value attitudes on which his or her behavior and assessment of the environment are based. Brands that address and support this code of values receive more attention, are rated significantly better and are bought at higher prices than brands that fail to do so.

Successful brands are therefore those whose image communicates a clear set of values. They convey orientation, trust and quality to their consumers and become a projection surface for their personal code of values. And brands increasingly function communicatively: via the content, the story.

In our digitalized world, new tools, channels and formats are constantly emerging in which a brand should communicate with its target group. In order to be able to react flexibly to the permanently changing environment and to interact with it, companies should rely on simple, modular, combinable codes in their appearance instead of complex and rigid design rules. What holds a brand together at its core and across all touchpoints is not something purely formal: not a logo, not a font, and not even a color code. But an idea.

Understanding the personality of a brand in its entirety and developing a sustainable guiding idea across all touchpoints in accordance with its code of values is the foundation of a strong brand. And that's what we call a brand code.