• Historical Chaos: Especially in B2B companies, the topic of brand is usually neglected. The result is not only a lack of brand strategy, but often a chaotic brand architecture – grown over time, swollen through acquisitions, never properly integrated, and emotionally untouchable. This chaos paralyzes and hinders value creation.
• Pressure for Immediate Success: Marketing leaders feel the pressure to constantly launch new campaigns in response to ever-changing customer needs, aiming to generate as many leads as quickly as possible. This short-term mindset makes strategic brand work difficult and jeopardizes long-term company growth.
• Cross-Functional Relevance: Brand is often seen as a purely marketing issue. But experienced marketing leaders know that marketing only expresses the brand’s promise. Delivering on that promise is the responsibility of all departments – marketing often lacks the necessary access.
• Challenging Success Measurement: Many marketing departments shy away from measuring brand impact. It’s often difficult to justify investments in branding to the CEO or CFO, as they seem to lack direct ROI. What’s usually missing are the right methods to demonstrate brand impact and use it as a powerful management tool.

Why Strategic Brand Consulting is Critical for Success Today

The results of strategic brand consulting are often immediately tangible:

• Strategic Framework: It provides a common framework for your marketing and communication efforts, enabling you to address your target groups in a focused and consistent way.
• Unified Focus: It expresses your business strategy in a shared brand idea that aligns your entire organization behind a common goal.
• Increased Attractiveness: It helps enhance the appeal of your company, strengthening retention among existing customers and employees while attracting new ones.
• Unique Experience: It defines clear rules for all key touchpoints with your stakeholders, enabling a distinctive experience that turns customers and employees into loyal fans.
• Premium Pricing & Sales: Branding is not an end in itself. Through our systematic brand consulting, we help you clearly articulate the value of your offerings. This helps you sell more and charge premium prices.
• Strategic Measurement Tool: Our ISO-certified brand valuation method provides more than just a monetary figure. Conducted every 12–18 months, our BEVA method (Brand Equity Valuation for Accounting) offers a strategic management tool that highlights key levers in your brand work and supports efficient resource allocation.

Our Approach: Brands Create Impact When Managed Strategically

A solid strategic foundation is essential for successful brand development. A clearly derived brand strategy ensures your brand idea reaches all stakeholders, enabling maximum impact with minimal scatter loss.

Our brand experts bring experience from projects with clients of all sizes and industries. They help you answer critical questions using the most effective methods and support you in navigating your industry’s dynamic landscape, internal changes, and shifting target audiences.

We follow a systematic and collaborative approach. First, we bring key internal decision-makers together in a kick-off session to align on the main challenges. Then, based on prior brand work, competitor analysis, and customer research, we create the analytical foundation for the brand strategy. In efficient working sessions, we jointly interpret the results and draw conclusions using modern workshop methods.

Together, we define the optimal positioning, find the right brand architecture for your portfolio, derive identity-defining brand values, set operational brand guidelines, and consolidate it all into a clear brand model. This model is a tool your entire organization can use to systematically increase your brand’s appeal and success.

Batten & Company’s Brand Consulting Includes the Following Areas:

To assess how your brand can contribute more effectively to your company’s value creation, reach out to our brand strategy experts.