The brand strategy follows directly on from the corporate strategy. It describes the strategic goals you seek to attain supported by a strong corporate brand and how the brand will position you to achieve them. The brand architecture is part of the brand strategy, and reflects the complexity of the corporate structure. It outlines out how sub-brands relate and are seen to relate to one another.

wirDesign BrandExplorer® is the instrument we use for one of the key modules of the brand strategy: defining brand positioning. This illustrates the main differences between perception and experience aspects; how your brand tries to achieve its specific position in the market. The wirDesign Brand Explorer® offers not only simplicity but also a clear focus on the generation of functional and emotional benefits – basically the central question of why a customer should go for your brand. In practice, unequivocally formulated brand positioning represents the starting point for further-going brand development and all activities in brand staging. It is also an aid to orientation, in building a brand culture and, in turn, has the goal of synchronising the actions of the company and its employees with its brand positioning.