Brand attitude – The strategic orientation for an authentic and strong brand
Introduction: Brand attitude as the key to brand success
At a time when consumers are increasingly making conscious decisions and demanding clear values from companies, a strong brand stance is essential. Companies must offer more than just products or services—they must demonstrate their values. Brand positioning forms the foundation for an authentic and long-term connection with the target group, because it embodies the values, beliefs, and social responsibility of a company. CRENEO, the brand and design agency from Düsseldorf, supports companies in developing a strategic and convincing brand positioning that goes far beyond functional benefits and makes the decisive difference in the competitive environment.
What does brand attitude mean?
The term “brand attitude” describes the conscious and strategic positioning of a brand with regard to social values, ethical principles, and a clear value orientation. In a world where consumers increasingly expect companies to take a stand, developing an authentic brand stance is not just an option, but a necessity. CRENEO, the brand and design agency from Düsseldorf, supports companies in developing a strong and credible brand stance that is convincing both internally and externally.
The importance of an authentic corporate attitude
A strong brand stance is a decisive competitive factor in today’s world. People prefer brands that share their values and communicate them clearly. This can have a positive impact in various areas:
- Brand loyalty: Consumers form an emotional connection with a brand that represents values that are important to them.
- Employee recruitment and retention: A clear brand stance also has an internal impact and helps attract talent who identify with the company’s values.
- Economic success: Brands with a compelling attitude can often achieve higher margins because they are perceived as premium.
The goals of an authentic brand stance
CRENEO pursues several key objectives in developing brand positioning for customers:
- Authenticity: The brand’s stance must be consistent with the company’s values and be credible.
- Competitive advantage: Clear positioning offers a decisive advantage over the competition.
- Sustainable brand perception: The brand’s values are anchored in communication for the long term.
- Relevance: With a targeted value orientation, the brand becomes more relevant in people’s lives.
CRENEO’s approach to developing a corporate attitude
Developing a brand stance is a strategic process that involves several steps:
- Analysis phase: CRENEO examines the company’s current values and existing brand image. Which values are already being communicated? What does the target group expect?
- Definition of values: In collaboration with the company, CRENEO defines the core values that should shape the brand’s attitude. These values can include social responsibility, sustainability, or diversity.
- Integration of values: The defined values are specifically integrated into the communication strategy—from the brand message to the visual brand design.
- Measurement and optimization: Regular analyses are conducted to assess how brand positioning is perceived, and adjustments can be made.
The brand steering wheel: making brand positioning visible
In order to analyze and specifically develop the fundamentals of an authentic brand positioning, CRENEO works with established models such as Esch’s brand steering wheel. The model offers a structured approach to precisely capturing and correlating key dimensions of a brand, such as brand benefits, brand tone, brand image, and brand attributes. This creates a differentiated picture of brand competence—the core of what a company lives internally and makes visible externally.
The brand steering wheel is a particularly effective approach for systematically capturing the connection between internal brand positioning and external perception. In the early analysis phase, it helps to specifically question existing values, communication patterns, and target group expectations and to derive a credible positioning from this.
Brand steering wheel
Brand design: A key area of expertise at CRENEO
In addition to the strategic development of brand positioning, brand design is an important focus of CRENEO’s work. Design is the visual link between the brand and its target group, directly conveying the defined values. Whether logo development, color concept, or corporate design—CRENEO ensures that the brand’s positioning is evident in every visual component.
Conclusion
Brand positioning is more than just a trend—it is an essential foundation for the long-term success of a brand. CRENEO supports companies in developing a clear, authentic positioning that is convincing both internally and externally. With strong brand positioning and appropriate brand design, you lay the foundation for future-oriented positioning.
Outstanding performance: Find out why our clients value CRENEO as a leading brand and design agency. Read the reviews on Proven Expert and see for yourself our expertise and commitment to excellence. Discover more at Proven Expert.
Working together for strong brand positioning!
Let us define your brand positioning! Contact CRENEO and find out how you can set new standards with clear values and compelling design. Get in touch today.