Brand Portal
Learn
Brand Management
Onboarding

Learn

Onboarding

All you need to know about becoming a brand ambassador at BASF

BASF Brand Portal

The BASF Tool for Brand Management

On this page, you will learn how you can work more efficiently using the BASF Brand Portal and get an overview about different topics around brand management. This Brand-in-a-minute video will give you a short introduction of the Brand Portal and its navigation structure.

Trainings

We provide training sessions for:

  • Brand Basic Training
  • Corporate Design Training
  • Touchpoints Training
Brand Consultancy
The team supports the development of the BASF Corporate Brand strategy and offers all BASF units consulting services, trainings and tools for all brand-related processes
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Brand Training Videos
Our trainings videos around brand management and branding topics
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Viva Engage Community
Join our Viva Engage community to connect with your branding colleagues around the globe, learn from each other and get inspired
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ComPortal
Learn about the people and organization units in charge of internal and external corporate communication at BASF
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BASF Brand Value Proposition 

A brand management tool which represents the peak performances of our Corporate Brand. The so called “Guiding Principles” are the working tool to implement the BASF Value Proposition which is further explained in the Brand Portal.

 

The Value Proposition describes:

  • Our competencies (what we are best at)
  • The resulting benefits for our stakeholders (what our stakeholders get)
  • Our values (what we are like)

Brand-in-a-minute video about the BASF Value Proposition.

The Brand BASF
Learn more about the brand BASF, its strategy, values and more
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BASF Corporate Design (CD guidelines)

Consistent visual appearance for a characteristic identity
of BASF and its applications.

 

  • Corporate Design: The BASF Logo, Corporate Colors, Logo bar, Typeface, Visual Style and specific adaptions for measures
  • Downloadcenter: Here you find all important templates for download
  • Brand-in-a-minute video about the BASF Logo
  • Brand-in-a-minute video about the Corporate Colors
  • The Visual Stye determines the appearance of BASF. Brand-in-a-minute video about the Visual Style
Create
Here you find the download center, templates and explanations about the BASF Corporate Design
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BASF Brand Architecture

The Corporate Brand Architecture is our strategic brand management tool which manages the relationship between BASF Corporate Brand and its individual brands (Companion and Satellite Brands).

 

In order to obtain the brand categorization, Brand Champions and Brand Consultants are supporting Brand Managers with an evaluation process. During this process, the individual brand is being evaluated regarding its strategic positioning in the market and the needs and requirements of its customers.

Check out the Evaluation process to decide for the need of an individual brand and the location within the Brand Architecture (access for BASF employees only)

BASF Brand Architecture
Visualization of the BASF Brand Architecture (Verbund Brand, Companion Brand, Satellite Brand)
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Individual Brands under the BASF Corporate Brand

  • For approved individual brands, design guidelines are developed for a correct implementation of its Corporate Design and function as the base for a consistent brand appearance across all touchpoints.
  • Design guidelines for individual brands are accessible in the Companion Brand Portal, in the Satellite Brand Portal, or via request through the respective Brand Manager.
Overview of evaluated individual brands
Individual brands are managed by brand managers
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Brand alliances and logo use agreement

A brand alliance is a strategic decision, a marketing tool. It is a close cooperation between BASF and an external partner.
 

Brand Alliances
Brand alliances are a sensitive and important issue, since the public perceives them as a very close form of collaboration between two brands
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Naming

Finding a suitable name for company’s organizational units,
products and services

  • Naming workshop to find a name which contributes positively to our BASF Corporate Brand
  • Need to request a naming workshop? Please get in touch with your respective Brand Champion and Brand Consultant
  • Naming Workshop Content can include:
    • Development of values, competencies and benefits of the brand or product (in line with Corporate Value Proposition)
    • Alignment on brand essence creative approach to name finding
    • Name finding rounds and voting, with immediate legal check up

 

Naming
The BASF legal requirements on how to visualize and name our types of brands
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Brands Touchpoints

Find the right touchpoints which contribute to the brand

 

  • Active management of touchpoints along brand rules
  • Brand touchpoint prioritization impact / feasibility matrix
  • Brand-in-a-minute video about Brand Touchpoints

 

Touchpoints

Best Practices

Sharing branding best practices and learning from others

 

Here you will find some internal best practices on how to implement branding on all forms of communication materials, how to design your events, buildings, rooms, and more. You also have the possibility to submit your best practice examples.

Most important contacts

Contact for Brand Management

Find descriptions about each role here

Contact for Brand Measurement/Status

Onboarding Documents

In those internal documents, you will find further information about the onboarding in the role as Brand Champion and Brand Manager. 

Mature businesswoman explaining new business ideas to colleagues during a standing meeting in office
The role of a Brand Champion
Roles and Responsibilities
  1. Download here
Shot of a group of business colleagues using a digital interface while standing in a modern office
The role of a Brand Manager
Roles and Responsibilities
  1. Download here