Branding
TN Group

01. Market and competitor analysis

Branding- und Marketing-Strategie für globale ECreate branding and marketing strategy for global expansionxpansion erstellen

Where should a national finance/IT market leader begin if he wants to escape the shadow of the hidden champions via a targeted branding and marketing strategy? With the clear target of being visible for the first time on the international market with a uniform corporate identity. And for the agency’s approach this means: Beginning with diligent market analysis, market observation and market competitor analysis. The agency’s research team prepares all basic data from SWOT analyses and current market insights for the best possible market analysis procedure. Strengths and weaknesses, future tasks and new developing market potential in the ASEAN and North America target markets are consolidated as part of the preparation. The individual corporate development for the national market leader also plays a crucial role in developing a stable data basis. Result – the solid strategic basis for the agency to design a holistic branding and marketing strategy.

800
pages of internal reports and reviews
70
anagers involved
4
analysis sprints
1
global branding and marketing strategy
Branding TN Group
02. Mission statement

Brand building: From mission statement to brand strategy

When the product has been right and successful for some years, the question of the valid reason for the first compilation of mission statement, values, a mission and vision is not a rare occurrence. It quickly becomes clear, however, that the customer’s step into global public opinion requires precisely this solid foundation, on which a functioning brand and marketing strategy can unfurl its full power – to conquer new markets, expand the portfolio and acquire valuable IT specialists. The mission statement procedure the agency selects begins in the Far East with the joint forging of the mission and vision, the value proposition, values and messages as part of strategic branding workshops.

89
corporate assets
9
USPs
4
Core Values
1
Value Proposition
03. Our corporate design strategies

Develop corporate design for international branding strategy

Make the brand identity visible – this is the agency’s next step on the way to the branding and marketing strategy. Only then can the recognition value be increased step-by-step and brand trust built in the target groups. The agency’s strategic planning in developing the first corporate design therefore considers cultural factors in the key ASEAN market, global market requirements in North America and Europe and the proximity to the offered services and the targeted portfolio expansion. The agency consequently develops the future-oriented corporate design strategy thanks to the robust analytical preparatory work and the integration of corporate goals in the global markets.

1
Corporate Design
1
Brand Book
1
Joint goal: Expansion
04. Corporate language

Corporate language creates brand credibility

Within the corporate identity the agency rightly places important value on the corporate design. But that’s not enough! Corporate behaviour, and corporate language in particular, also play an important role in the brand strategy for global expansion, because the behaviour of the company and the employees and the language and addressing used create considerable benefits for the successful expansion. The agency’s procedure is therefore also configured here strategically and holistically on an authentic, brand-loyal language. And targets people’s maximum support in achieving the expansion goals.

58
wording definitions
12
Corporate-Behaviour-Guidelines
1
Corporate Claim
Branding TN Group
05. Online strategy

The role of online strategy for globally successful branding and marketing

As a leading IT company in ASEAN, focusing on a consistent online strategy sounds logical. Therefore the online strategy plays a key role for our agency experts within the branding and marketing strategy. A new website, social media and gamification, user generated content and social campaigning are then also the key pillars of the online strategy, that, for the concerted roll-out of the new corporate design and parallel market launch, support the internal and external milestones on the way to global expansion. Recruiting and team building of the urgently required IT experts are consequently ensured in the planned time horizon; the campaigns’ engagement shows an overwhelming commitment to the brand identity. Sparkling eyes on the social posts bear witness to the high level of identification with the recently created brand identity – the results of successful strategic online planning, which are happily distributed both internally and externally.

> 3000
comments and tweets on the corporate design’s launch
> 500
posts concerning the new offices designed
5
recruiting campaigns in 6 months
1
group-wide weekly campaign
Branding TN Group
06. Screencasts

Screencasts explain the brand world and make strategic goals visible

A new corporate design and so many options to use it, so a new emotional tool for employees on the way to global expansion. The agency’s decision to support it here in the best possible way is easy to make. Screencasts explain in an entertaining and target-oriented way where and how the corporate design’s different design tools are applied. Step-by-step and with plenty of gamification they explain how the new brand identity supports everyone’s results. And what the next goals on the way to global player are.

> 5k
screencasts called up
24
topic areas
8
screencasts
Branding TN Group
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Corporate Communications
Zeppelin

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