Strategy and design
Individual brands are managed by a brand manager who is assigned his own budget, brand strategy and design guidelines.
The brand strategy is developed on the basis of an internal and external brand analysis as well as the value proposition and the guiding principles. These elements form the basis of consistent and efficient brand management. It provides the basis for the determination of the brand name and logo, design guidelines and brand implementation. A brand's design policy sets out the basic information, design elements and rules governing the brand’s use in the various media.
Xarvio - Satellite brand (former field 4 brand)
Nunhems - Companion brand (former field 2,3 brand)
Care Creations - Companion brand (former field 2,3 brand)
Neopor - Companion brand (former field 2,3 brand)
BTC - Satellite brand (former field 4 brand)
Glysantin - Satellite brand (former field 4 brand)
AgCelence - Companion brand (former field 2,3 brand)
The Design Guideline—Base for a Consistent Brand Appearance Across all Touch Points / Brand Presence
The design for an evaluated individual brand has to be documented/registered and communicated in a Design Guideline in order to enable a correct implementation of the brand.
Responsible for the creation, care and communication of the design guideline of an individual brand is the respective Brand Manager. The brand consultants are happy to help in this matter. After the approval by the brand consultants the design guideline has to be published in the intranet of the respective division of the individual brand.
"Being a Brand Manager for Hexamoll® DINCH is a lot of fun as I am able to work with colleagues from various regions and functions. That way, I even get insights into local end-customer markets. Together, we create value for our customers and for BASF e.g. by offering brand alliances.
The job offers a great variety and never gets boring: from creativity to legal questions – a brand manager works in a very diverse area. For that, the internal BASF Brand Community helps to generate new ideas by fostering a cross-divisional exchange."
This belongs in a design guideline:
The elements highlighted in bold should be contained in each design guideline. All others serve as a suggestion.
Brand Value Proposition
- Logo (shape, free space, color versions)
- Colors (poss. definition of relevant corporate colors to be used with this brand)
- Size and placement of the logo / application in the logo band design
- Definition of the colors of the logo band
- Pronunciation of the brand
- Visual Style, photography
- Visual Style, Icons
- Product names/Nomenclature
- Do's and don'ts
- News release
- Letterhead and second page
- Letterhead of management
- Business cards
- Social Media
- Technical information
- USB stick
- Stand design
- Brand alliance design
- BASF individual brand as publisher with partner brand
- Partner brand as publisher with BASF individual brand
- Mutual publishing
Brand Strategy Process
Essential Basis for a Consistent and Efficient Brand Management
As a brand strategy is the basis for a consistent brand management, it is obligatory to develop a brand strategy for each individual brand. The strategy should define medium to long-term decisions enabling the long-term increase of brand value.
The process supported by the brand consultant facilitates the strategy development.
While the strategy for Companion brands is linked very closely to the corporate brand strategy, the degree of individualization increases with the increasing importance of the single brand for their target groups (Companion and Satellite brand); but without losing the reference to the Corporate Brand BASF.
Do you have any questions or need help?
Then please contact your responsible Brand Champion.