Brand Strategy | think moto

What Is a Branded AI Assistant?

Posted on 23 March 2026 by think moto

AI assistants are becoming a central interface between companies and customers.
This shift is changing how brands need to be designed.

For a long time, brands were primarily created for communication: websites, campaigns, and visual identities. Today, brands are increasingly beginning to interact. AI assistants answer questions, explain products, and help people make decisions. As a result, something fundamental is changing: the brand begins to speak. Once a brand communicates through AI, it is no longer just a piece of technology.
It becomes part of the brand experience.

This development marks a turning point in brand management. While digital transformation previously meant optimizing brands visually for screens, the new challenge is to design brands for conversation. This is not a gradual extension of existing design practices. It is a categorical shift: from representation to interaction, from presentation to dialogue.

The Shift in Digital Brand Management

Over the past decade, digital products have already transformed how brands operate. Websites became platforms. Products became services. Interfaces became the central place where brand experience happens.

Now, AI assistants introduce a new type of interface that differs fundamentally from previous ones: they communicate not only visually, but linguistically. With large language models, companies can develop assistants that answer complex questions, guide users through services, or support decision-making. What previously required menus, forms, or support hotlines can now happen through natural language conversations. An insurance customer, for example, no longer needs to navigate a complex form. Instead, they simply describe their situation. The assistant understands, asks follow-up questions, and explains available options.

Conversational interfaces do something that traditional digital interfaces rarely achieved: they communicate in natural language, with all the nuances that come with it — tone, attitude, and personality. This fundamentally changes the role of brands. Because as soon as an organization participates in conversations, it reveals how it thinks, argues, and explains. The brand is no longer just seen.
It is experienced — in every answer, every clarification, and every explanation.

The Blind Spots in Current AI Implementations

Many organizations currently see AI assistants mainly as technical tools to improve efficiency: automating support, reducing costs, or answering frequently asked questions. From an operational perspective, this makes sense. From a brand perspective, however, something critical is often overlooked.

An AI assistant represents the company. It explains products, responds to criticism, and helps users navigate complex decisions. In many cases, it speaks on behalf of the brand more frequently and more directly than any marketing campaign ever could. If this voice is not deliberately designed, inconsistencies quickly emerge that fragment the brand identity.

Different assistants speak differently. Responses vary depending on prompt engineering. Brand positioning becomes diluted because different teams maintain different knowledge bases. In visual brand management, consistency is standard practice: typography, color systems, and imagery are carefully defined. In conversational interfaces, this level of discipline is often missing. As a result, brands that spent years building a coherent visual identity suddenly speak with ten different voices.

Branded AI Assistants: A Conceptual Framework

This is where the concept of the Branded AI Assistant comes in. A Branded AI Assistant is more than a chatbot connected to a knowledge base. It is a deliberately designed interaction layer between an organization and its users. Several dimensions shape this layer:

Brand Voice: The assistant does not simply provide correct answers. It communicates in the characteristic tone of the brand. If a brand is precise and factual, the assistant responds with clear, structured explanations. If it is approachable and encouraging, it explains patiently, asks clarifying questions, and provides helpful context.

Conversational UX: Dialogues are systematically designed rather than left to chance. This means anticipating conversation flows, identifying common user intentions, and developing consistent response patterns.

Personality: The assistant has a defined way of reacting. How does it deal with uncertainty? How does it admit mistakes? How proactively does it guide the user? This personality is not a property of the AI model. It is a design decision.

Governance: Knowledge sources must be curated. Responses need to be reviewed regularly. Prompts should be maintained systematically. This requires clear responsibilities and processes — similar to content governance in traditional digital ecosystems.

Interaction Principles: Rules define how the assistant explains, guides, and responds. Does it answer immediately or ask clarifying questions first? How much context does it provide? How direct are its recommendations?

Only when these dimensions are consciously designed does a technical solution become a true brand interface. The difference is comparable to the one between a functional website and a carefully crafted digital brand experience.

Practical Implications for Organizations

As AI assistants become brand interfaces, responsibilities inside organizations begin to shift. Brand teams, design teams, and product teams need to collaborate more closely than before. Questions that used to be either technical or creative now become both:

How does the brand explain complex topics? How does it respond to criticism or complaints? How actively does it guide users through decisions? How does it handle uncertainty? These questions shape the brand experience just as strongly as typography, color systems, or visual language. Therefore, they increasingly belong inside brand systems, not only in technical architectures or prompt libraries.

In practical terms, companies must define their AI voice as systematically as their visual identity. They need to establish conversational design as a discipline. And they must create governance structures that ensure consistent AI interactions across touchpoints.

First Steps for Companies

Organizations that want to design AI assistants strategically can begin with several concrete steps. First, define the AI voice. This translates the brand’s tone into conversational rules. It does not mean simply copying existing brand guidelines, but clarifying how the brand sounds in direct dialogue. How much personality does it express? How formal or accessible is it?

Second, establish conversational design as its own discipline. This includes designing dialogue flows, defining typical conversation patterns, and developing interaction principles. Unlike traditional user interfaces, the focus here is not on click paths but on conversation dynamics — including the uncertainty and variability that natural language brings.

Equally important is the establishment of clear governance structures. Responsibilities for content, prompts, and knowledge sources must be defined. Processes for regular review and optimization should be implemented. Finally, AI interactions should be integrated into existing brand systems, alongside design systems, brand guidelines, and product design frameworks.

Only through this structured approach does a technical tool become a consistent part of the brand — an interface that not only works, but strengthens the brand identity instead of fragmenting it.

A New Design Challenge for Brands

For a long time, brands were primarily designed for visibility — to attract attention, create recognition, and establish visual differentiation. In the age of AI, brands are increasingly designed for interaction. This is more than a technological development. It represents a fundamental expansion of what brand management means.

Visual identity defines how a brand looks. Conversational identity defines how it thinks, argues, and communicates. It reveals how an organization understands problems, structures decisions, and deals with complexity. In this sense, Branded AI Assistants are not just a new technology interface. They are a new medium of brand management.

The challenge for organizations is not to leave this new dimension to chance, but to design it as deliberately as every other aspect of their brand. Not only defining how a brand looks — but how it speaks.

Why branding for the industrial Mittelstand is more critical than ever

Posted on 22 January 202627 January 2026 by think moto

Germany’s Mittelstand is widely seen as the backbone of the economy: highly specialized, technology-driven, and globally competitive through exports. Yet while machinery, materials, and production lines are continuously upgraded, one area often falls behind: the brand.

Many mid-sized industrial companies invest in branding, corporate design, or brand strategy only sporadically – typically when a relaunch is due or competitive pressure intensifies. In between, things often stand still. But this standstill is costly.

How the Mittelstand manages branding today—and why it’s becoming a problem

In many industrial companies, brand management still follows a traditional model: external agencies develop corporate designs, create guidelines, review campaigns, and run competitor analyses or brand audits. Internally, small marketing teams handle day-to-day execution and try to keep long-term brand development on track.

These structures have grown over time – but they come with three fundamental weaknesses:

1. Project-based, not continuous.
A corporate design gets updated – yet no routine follows to maintain it consistently over years.

2. High costs, limited scalability.
Every analysis, every adjustment, every approval requires new external budgets, time, and coordination.

3. Insufficient use of strategic brand work.
Because agency services feel costly, leadership often decides against them – and accepts the gradual erosion of the brand.

The result is visible across many industrial sectors: inconsistently designed channels, divergent layouts, fragmented brand messages, and products that feel more interchangeable than they actually are.

Interchangeability is the biggest risk for the industrial mittelstand

The frequently cited McKinsey analysis “Late vs. Made in Germany” highlights the following conclusion:a lack of brand leadership leads to commoditization. When products and services are technically world-class but not clearly differentiated visually, verbally, or strategically, Mittelstand companies compete almost exclusively on price and functionality.

This is strategically risky, because commoditization leads to:

increasing price sensitivity
declining customer loyalty
higher marketing and sales costs

And yet Mittelstand industrial companies would be perfectly positioned to build strong brands in line with our concept of Spherical Branding: Deep expertise, technological excellence, quality, mindset, and values form an ideal foundation for credible differentiation.

The real cost: high effort vs. high loss

Direct costs:

Recurring agency fees for layout checks, design adaptations, and brand reviews
Unclear processes that lead to long approval cycles
Small marketing teams drowning in operational workload

Indirect costs (often bigger):

Blurry brand presence across different marketsoutdated messages that no longer fit the company’s strategy
Inconsistent presentations, websites, and product communication
Long-term brand weakening and declining perceived quality
Increasing need for expensive relaunches

Why branding is more important for industrial companies than ever before

Digital transformation, new competitors from Asia, skilled labor shortages, and global pricing pressure are changing the rules.

Brands that are clear, consistent, and differentiated benefit in several ways:

Stronger competitive positioning
Higher visibility across digital channels
Clearer value propositions
Greater employer branding
Stronger pricing power
Closer customer relationships – including AI-based touchpoints

In a world where data, interfaces, and machines increasingly shape interactions, the brand must remain recognizable as the human layer: empathetic, credible, and distinct.

Rethinking brand management: Human First. AI-Backed.

Modern brand leadership in the industrial Mittelstand requires two things:

1. Strategic clarity and identity.
a brand must know who it is – what it promises, how it speaks, and what it looks like.

2. Support from intelligent systems.
The future of branding is hybrid: human creativity + AI-powered tools that make processes more efficient, reveal data patterns, accelerate workflows, and secure brand consistency.

This makes branding not only more emotional, but also more precise, scalable, and economically viable for mid-sized companies.

Conclusion: the mittelstand doesn’t need more branding – it needs better branding

Branding is not a nice-to-have. It’s a strategic value driver that determines whether companies remain visible, relevant, and differentiated in the future.

The good news: it has never been easier to build a lean, data-driven, and future-ready brand system than it is today – Human First. AI-Backed.

And this is exactly where a major opportunity begins for the industrial Mittelstand.

+AURA: more immersion for brands

Posted on 11 September 202511 September 2025 by Katja Wenger

Brands today need more than just good messages. They need charisma—or, as Gen Z would say, aura. With our new +AURA unit, we create just that—immersive experiences that make brands tangible.

Imagine entering a room and immediately feeling the vibe of a brand—hearing its soundscape, seeing its messages in motion, feeling the atmosphere. This is precisely the experience we want to create with +AURA.

Why +AURA?

Digital formats reach their limits when it comes to real experiences. Today, brands don’t just want to be heard or seen – they want to make an impact. In a world full of stimuli, this can only be achieved if we design experiences that engage multiple senses simultaneously and anchor themselves emotionally.

At think moto, we spent years developing brand strategies and UX concepts. But at some point it became clear: We were missing the layer that makes experiences emotionally and sensually tangible. This is how +AURA was born – our new unit for immersive brand worlds.

+AURA combines strategy, design, and multisensory staging: sound, moving images, and space become an orchestrated experience that goes far beyond traditional communication. The goal is to create memorable moments—moments that are not just heard or seen, but felt.

The Team behind +AURA

+AURA is more than a project—it’s a partnership. Together with Peter Hayo and Darius Rafat, who have been working at the intersection of music, pop culture, and brands for decades, we create experiences that reach new audiences and make brands tangible.

Where the journey goes

With +AURA, we want to give brands a new expression: immersion first. We believe that brands are successful when they are not only understood, but also felt. And that’s exactly what we want to enable – at events, showrooms, in digital spaces, or hybrid formats.

+AURA is the next step in the evolution of brand communication: When strategy, creativity, and technology meet the senses, the result is a lasting experience.

Curious? More on: aura.thinkmoto.de

Recap of our Business Breakfast with Frontify

Posted on 4 April 202430 November 2024 by Jasmin Cziborra

We look back with satisfaction and motivation on our first exclusive Business Breakfast, which we organized together with our partner Frontify. In a relaxed atmosphere, six experts – Anne Brüning, Holger Zeh, Tina Mushak, Matti Wachholz-Hausmann, Antonia Paul and German Schulz – discussed the topic of brand management and talked about their experiences and challenges in this area. We have summarized the highlights for you to read in this article.

Marco Spies and Katja Wenger opened with a fascinating presentation on “Spherical Brands”, an innovative approach to developing sustainable brand strategies. You can read more about this at thesphericalbrand.com.

In the panel discussion that followed, our six experts spoke on a variety of topics, such as the role of the brand manager as friend and helper, rebranding experiences, challenges in brand management and the use of creativity and agility.

What everyone agreed on: Brand management should never be perceived as the brand police, but more as a helper, coach, advisor or supporter.

Tina from BASF reported on how she manages to communicate the brand to around 100,000 employees with just a small team of brand managers. The so-called “brand champions” play a central role here, communicating the brands and their guidelines to the respective teams and being available to answer questions. Using messaging channels such as Facebook groups, the team offers a solution for sharing updates and responding to questions and concerns.

Holger from Deutsche Welle spoke about the importance of being responsive and adaptable, especially when it comes to news, social media and fake news. For Holger and his team, Frontify Publisher is the ideal tool to make processes simpler, more efficient and more trustworthy.

The ability to react quickly is also very important for German from VfL Wolfsburg, and not just on the pitch. Trust and loyalty are very important in soccer, and fans in particular expect their favorite club to have a high recognition value.

Anne from the Bundesdruckerei reported on how they have created a brand family of seven different brands, in which each one has its own identity and yet a family affiliation can be recognized among them.

Matti from Cornelsen talked about how important it is for his design team to ensure a high return on investment through brand management and long-term strategies, above all to ensure the company’s performance.

Antonia from Frontify emphasized the advantages of giving the responsible team a face and assigning clear roles in the brand management team. These roles can also be mirrored accordingly in a brand management portal such as Frontify and thus create a framework in which everyone can live out their creative potential.

The topic of creativity vs. control was discussed at length. Some ensure the creativity of their employees through best practices and clear communication, others emphasize that creativity sometimes needs to be controlled rather than encouraged in order to maintain brand consistency. Matti from Cornelsen is more concerned with creating a “tone of voice as a recipe”. According to Tina, it’s important not to dismiss employees’ ideas out of hand, but to appreciate that they are thinking while you communicate how and why an idea might need some tweaking.

We would like to thank all the panelists and participants who took part in the discussion. Also many thanks to our partners at Frontify for making this event possible!

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Tone of Voice—How a Brand Sounds and Speaks: A Successful Brand Personality Always Has a Distinctive Tone of Voice

Posted on 13 October 20239 January 2026 by Sonja Reichel

—Den Artikel gibt es hier auch auf Deutsch

Brands are successful if they are recognizable and provide outstanding user experiences at all touch points. Be it website, social media, point of sale, marketing or virtual assistant—only a clearly defined brand personality ensures a consistent and unique encounter between brand and user at all times. This always includes the tone of voice.

The tone of voice defines how we speak and write as a brand. Through the tone of voice, the brand’s personality becomes verbally tangible. So it’s not about what we say or who we talk to—but how.

Since the tone of voice is never separate from the brand, it is essential to first define the brand personality.

What would the brand be like as a person? One of the questions we ask in the discovery workshop

Uncover the Brand in the Discovery Workshop

If the brand was a person, how would it behave and be perceived by others? This is one of the crucial questions we regularly ask in our discovery workshops. Later, in the define phase, we reflect the insights gained this way by writing a prose text about the brand, assigning it the behavioral attributes contained therein.

In a next step, we group them into clusters and select the strongest attribute from each. From these key attributes, we derive the brand filters that we use to align look-and-feel, user guidance, and tone of voice. The twelve archetypes serve as further orientation because they have been linked to emotions and characteristics for generations. They are therefore useful when it comes to defining the role of a brand—in the market, towards competitors and, above all, towards customers.

Archetype Card Deck by think moto

The Linguistic Dimension

In the discovery workshop, we also have the participants define an initial framework for the tone of voice. Five dimensions serve as guiding principles for determining the respective degree of seriousness, formality, emotionality, approachability, and the level of deference to the brand or product. This framework provides an initial feel for the language style. When developing the brand strategy, we later check whether it is congruent with the brand filters and readjust if necessary.

Taking a Refined Approach

Let’s assume that a brand is primarily empowering, smart, and sophisticated as a person—how would these characteristics express themselves in writing and speaking? We specify this using the brand filters in the language principles.

For example, a sophisticated tone of voice means that we communicate eloquently, with our speech fluid and full of elegance. This way, we emphasize the premium character of the brand, but do so in such a nonchalant way that it never comes across as showy.

We then clarify how these language principles affect sentence structure and word choice in particular and illustrate this with the help of concrete examples. To do this, it is a good idea to run the customer’s existing texts through the defined language filters, rephrase them, and explain how and why something was changed.

Use the Right Tone to Add Persuasive Power to Your Corporate Identity

Linguistic principles and guidelines are an important addition to the CI portal of any brand. Along with the existing visual brand basics, they ensure that the brand acts and communicates according to its personality.

We all know about the power of words. When used cleverly and coherently, they sharpen the brand and make it both real and accessible.

Learn more about brand personalities and our branding approach in the standard work on digital brand management: “Branded Interactions. Living Brand Experiences for a New Era”.

Tone of Voice—How a Brand Sounds and Speaks

Posted on 14 December 202123 December 2024 by Sonja Reichel

Brands are successful if they are recognizable and provide outstanding user experiences at all touch points. Be it website, social media, point of sale, marketing or virtual assistant — only a clearly defined brand personality ensures a consistent and unique encounter between brand and user at all times. This always includes the tone of voice. Since the tone of voice is never separate from the brand, it is essential to first define the brand personality.

The tone of voice defines how we speak and write as a brand. Through the tone of voice, the brand’s personality becomes verbally tangible. So it’s not about what we say or who we talk to — but how.

Uncover the Brand in the Discovery Workshop

In a next step, we group them into clusters and select the strongest attribute from each. From these key attributes, we derive the brand filters that we use to align look-and-feel, user guidance, and tone of voice. The twelve archetypes serve as further orientation because they have been linked to emotions and characteristics for generations. They are therefore useful when it comes to defining the role of a brand — in the market, towards competitors and, above all, towards customers.

Three of twelve archetypes that define the role of a brand

The Linguistic Dimension

In the discovery workshop, we also have the participants define an initial framework for the tone of voice. Five dimensions serve as guiding principles for determining the respective degree of seriousness, formality, emotionality, approachability, and the level of deference to the brand or product. This framework provides an initial feel for the language style. When developing the brand strategy, we later check whether it is congruent with the brand filters and readjust if necessary.

Taking a Refined Approach

Let’s assume that a brand is primarily empowering, smart, and sophisticated as a person — how would these characteristics express themselves in writing and speaking? We specify this in the language principles by using the brand filters.

For example, a sophisticated tone of voice means that we communicate eloquently, with our speech fluid and full of elegance. This way, we emphasize the premium character of the brand, but do so in such a nonchalant way that it never comes across as showy.

Use the Right Tone to Add Persuasive Power to Your Corporate Identity

We all know about the power of words. When used cleverly and coherently, they sharpen the brand and make it both real and accessible.

Learn more about brand personalities and our branding approach in the standard work on digital brand management “Branded Interactions. Living Brand Experiences for a New Era.”

Five Learnings on Brands in Extended Realities

Posted on 6 July 2018 by Jessica Wegelin

As designers, we move into new territory in Extended Realities (XR). Only rarely do we get the chance to design applications for new technologies and face new design challenges. It’s not just about designing for another dimension that brings its own unique paradigms. It is also about designing for an immersive medium that combines significantly more design aspects than screen-based media. Elements such as space and environment, lighting, sound and haptics must work together consistently to convey a unified image in the spirit of the brand.

Full immersion in a virtual world or augmented reality also enhances the effect on the user. In contrast to screen-based applications, which are always viewed with a certain distance, immersion in extended realities causes a more intense experience, which also increases the potential effect of the brand many times over. This makes brand-appropriate design in extended realities all the more important.

But how do designers develop a brand for virtual three-dimensional space? And how do you transform an established brand for these new media? We have compiled the five most important lessons learned from our Extended Realities projects for you.

1. Think Strategically

A stable brand foundation is the starting point for branded design – in all media. The Branded Interaction Design process has also proven itself in Extended Realities projects: For each brand value, we formulate design principles that define the brand’s behavior toward users.

The classic design disciplines such as look & feel, animation, transitions, etc. should be supplemented by special design aspects for extended realities. These include, for example, the look & feel of the environment, the sense of space and lighting, force feedback or sound.

2. Be Bold

In a new medium, a brand is allowed to present itself more boldly. In fact, it has to, because the user expectations associated with extended realities go beyond what has already been seen. A well-known brand in extended realities is expected to surprise and delight. Virtual, augmented and mixed reality offer the right platform for this.

The important thing is that the use case fits the brand and creates essential new value for customers or employees. One should avoid designing an application just to have an XR case. Only then can the application contribute to the positive perception of the brand.

3. Combine the good with the new

The first question that arises with every design is: Which elements do we take over from existing corporate design and which new elements must there be?

Central is of course the logo, which finds its use for example in the splash screen of the application. In our projects we have used a reduced version of the color palette, for example a dark tone as a base for layers etc. and a light blue tone for central design elements. In addition, there are often already interaction elements whose basic look and feel can be transferred to Extended Realities.

For our Extended Realities projects, we have also developed our own effect based on the existing color palette, which is used as animated feedback or transition. In this way, we exploit the potential of Extended Realities and further develop the corporate design in the spirit of the brand.

4. Mind the details

The whole is always more than the sum of its parts. This also applies to Extended Realities applications: The sum of the design aspects makes up the brand experience, and their proper interaction determines whether the whole feels round.

Due to the multitude of design aspects that come together in Extended Realities, it can be easy for the design of individual aspects to lack detail, but ambience and sound, interactions and force feedback, etc. should be coordinated.

In addition, the individual aspects within the application should be designed as coherently as possible. Design patterns must work for different contexts and cases within the application and be thought across media.

5. Design for eyes and ears

“Sound is 50% of the VR experience” writes Casey Fiktum in his book ‘VR UX’. Sound not only plays a central role as feedback on user actions, but can also help to better integrate interface elements into the virtual or real environment (for example by supporting transitions auditorily) or serve as 3D sound for orientation.

Applications for mobile devices or AR headsets must of course work without sound, as users are often in public spaces or talking to other people around them while using them.

Especially in VR, however, sound primarily creates atmosphere and thus has a decisive influence on the brand.

Der Kickstart für dein Startup – Minimal Viable Branding (MVB)

Posted on 13 October 201622 January 2026 by Denis Gundes

Die Herausforderungen von Start-Ups sind vielfältig: von der Produktentwicklung, über rechtliche Fragen, begrenzte Budgets, aufkommender Wettbewerb bis hin zur Gewinnung neuer Kunden oder Investoren. Warum sollte man als Start-Up seine Ressourcen dann gerade für Branding einsetzen?

Minimal Viable Products
MVPs können Startups den Markteintritt mit ihren Produkten, Dienstleistungen und Geschäftsmodellen erleichtern. Die Methode wird seit fast 20 angewendet und erfreut sich insbesondere in der Startup Szene großer Beliebtheit. Warum? In erster Linie spricht für ein MVP

das geringere Risiko bei der Produktentwicklung
das schnelle Nutzer-Feedback
die Möglichkeit schnell Optimierungen vorzunehmen
und der geringe Aufwand

Vom MVP zum MVB!
Die Lean-Startup-Methodik und der Ansatz des Minimum Viable Products (MVP) können nicht nur in der Produktentwicklung angewendet werden. Tatsächlich funktioniert er ebenso gut bei der Etablierung einer starken, langfristigen Marke.
Aber was bedeutet es in der Praxis, die Marke eines Unternehmens so zu entwickeln, als handele es sich um ein Produkt, und warum sollten Start-ups und kleine Unternehmen über Markenbildung genauso nachdenken, wie über die Entwicklung eines Produkts?

Der Begriff beschreibt vielmehr den Punkt der Entwicklung, an dem ihr ein Produkt mit minimalstem Aufwand und Funktionsumfang präsentieren könnt, das euch aber gleichzeitig qualitative Rückmeldungen von Nutzern erlaubt. Mit einem MVP könnt ihr ein Produkt oder einen Service unter realistischen Bedingungen zu einem Test anbieten, allerdings nur mit den wirklich notwendigen Funktionen.

Warum dein Startup ein Branding braucht!

Nein. Branding ist schlicht elementar für Start-Ups und die am meisten unterschätzte Disziplin im Start-Up „Zehnkampf“. Branding darf nicht reduziert werden auf einen Namen, ein Logo und ein paar visuelle Gestaltungselemente. Jede vernünftige Agentur verkauft einem Start-Up nicht nur einen Namen oder ein Logo, sondern versucht vor allem erst einmal die Essenz des Unternehmens, des Produktes und deren Bedeutung für das Leben der Menschen zu erfassen und auszudrücken. Was ist seine Rechtfertigung im Markt zu bestehen? Was macht es besser als bisher verfügbare Alternativen, als Wettbewerber? Wie wird es sich anfühlen das Produkt zu nutzen? Welche „Story“ kann und soll glaubhaft erzählt werden?

Branding sorgt also nicht nur für ein nettes Logo, sondern adressiert neben der der Marken- vor allem auch die Geschäfts- und Kundendimension. Professionelle Branding-Projekte sind immer ganzheitlich ausgelegt und scheuen sich nie davor, Standpunkte und bisherige Stoßrichtungen zu hinterfragen. Sie können für ein Start-Up deshalb durchaus anstrengend sein, führen aber immer zu mehr Klarheit bzgl. des eigenen Geschäfts. Branding-Projekte garantieren nicht, dass Start-Ups „fliegen“ werden. Sie sind aber erste echte „proofs-of-concept“ – nicht aus technischer, sondern aus kommunikativer Sicht. Sie sorgen für eine Fokussierung der eigenen Ressourcen, sie geben Orientierung bei der Vielzahl zu treffender Entscheidungen. Und sie liefern die Basis für überzeugende „Stories“ – ganz unabhängig davon, ob es Investoren, neue Mitarbeiter oder Geschäftspartner zu begeistern gilt. Insofern bremst ein Branding-Projekt ein Start-Up nicht, sondern ist eine wertvolle Starthilfe.

Think moto liebt die Arbeit mit und für Start-Ups! Aus diesem Grund bieten wir Start-Ups vielfältige Starthilfe in Form spezieller Pakete und Konditionen.

Ganz gleich ob es um die Entwicklung eines Namens, Logos oder CDs, die Brand- oder Investoren-Story, die UX oder „nur“ um die Optimierung der Investorenpräsentation geht – we’re happy to help!

Lean Branding