How do you create a strong brand strategy & positioning?
A brand is more than just a logo or product – it is an attitude, a promise and an experience.
A clear brand strategy defines what a brand stands for, how it wants to be perceived and what values it conveys.
Positioning means making this core visible, tangible and differentiating – in the market, in design and in communication.
We explain how strategic brand work works, which tools we use at MILK. and why good positioning is the key to relevant brand perception.
Table of contents
- Why brand strategy is more important today than ever
- The central elements of a strong brand strategy
- Practical examples from MILK.’s brand work.
- Challenges & trends in brand positioning
- Conclusion & recommendation for action
Brand management through the ages
Why brand strategy is more important today than ever
In saturated markets where products seem interchangeable, the brand is the decisive differentiating factor.
Consumers don’t just buy because of functional benefits, but because they identify with an attitude.
Brands that take a clear position create trust, orientation and desirability.
A well-founded brand strategy is therefore the basis for every successful design, communication or innovation project.
The central elements of a strong brand strategy
From identity to design: building a strong brand
1. brand identity
The brand identity defines what a brand stands for – its values, vision, tonality and personality.
It answers questions such as: What do we stand for? What makes us different? How do we want to work?
A consistent identity model (e.g. golden circle, brand wheel or archetype model) helps to make this core tangible.
2. target group understanding
Without a clear understanding of the target group, positioning is a coincidence.
Insights into behavior, motives and expectations form the basis for relevant messages and design decisions.
3. brand promise & benefits
A strong brand promise formulates the emotional and functional added value – briefly, precisely and credibly.
It translates strategy into a tangible central idea that shapes design and communication.
4. brand architecture
Brand architecture creates order in complex portfolios.
It defines relationships between the corporate brand, product lines and sub-brands – visually and strategically.
In the food & beverage segment in particular, it is crucial to ensure clarity on the shelf and online.
5. brand communication & design
Brand strategy only becomes visible through design.
A visual system translates attitude, values and differentiation into color, typography, tonality and imagery – and thus into brand experience.
Examples from practice
Glaabsbräu – Traditional brewery seeks a fresh corporate design.
Tables and bars in south Hessen have been adorned with Glaabsbräu beer glasses since 1744. In 2017, the family-run brewery built one of the most modern breweries in Germany – a sign for a sparkling future. All that was missing was the right corporate design and an iconic new beer bottle.
MINUTO Bakery – packaging that makes diversity visible.
MINUTO proves that uniform brand design and maximum variety are not mutually exclusive – in fact, they reinforce each other. The design system brings order to the shelf and orientation for consumers without sacrificing character.
Challenges & trends in brand positioning
Responsibility is the new differentiator
Brand as an ecosystem
Positioning does not end with the product. It encompasses communication, packaging, customer experience and digital interaction as a coherent system.
Data-driven branding
Brand decisions are becoming increasingly data-based – for example through AI-supported target group analyses or semantic brand measurement.
Employer branding & internal brand management
A strong brand works from the inside out. Employees are brand ambassadors – and part of the strategic brand reality.
Adaptive brand identity
Modern brand strategies create flexible systems that adapt to new markets, platforms and cultures without losing their core values.
Conclusion
Recommendation for action
Brand strategy is not a one-off project, but an ongoing process of sharpening and focusing.
It forms the framework for all design and communication decisions – and therefore for sustainable brand success.
Our recommendations for brands:
- Develop your brand strategy in an interdisciplinary way – with design, marketing, sales and product development.
- Formulate your purpose in a precise and differentiating way.
- Test your brand impact regularly – internally and externally.
- Translate your strategy consistently into design and communication.
- Maintain your brand in the long term – as a living system, not as a rigid set of rules.
Those who think clearly about strategy create brands that remain relevant.