{"id":3490,"date":"2025-06-13T16:47:14","date_gmt":"2025-06-13T14:47:14","guid":{"rendered":"https:\/\/petershagen-communications.com\/espresso5\/"},"modified":"2025-06-23T21:20:03","modified_gmt":"2025-06-23T19:20:03","slug":"the-shoemakers-son-always-goes-barefoot","status":"publish","type":"post","link":"https:\/\/petershagen-communications.com\/en\/the-shoemakers-son-always-goes-barefoot\/","title":{"rendered":"#5: The shoemaker\u2019s son always goes barefoot. But then again, we\u2019re not the shoemaker\u2019s son."},"content":{"rendered":"\n

How to develop a new brand identity as accident-free as possible.<\/h3>\n\n\n\n
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Developing new branding is quite simple really, at least if you\u2019re fully clear about yourself. That, however, is not always the case. This clarity is called corporate identity (CI), and it describes the totality of all features that go towards characterising a company. It\u2019s also the self-consciousness of the company or organisation, and ensures a uniform image both internally and externally in terms of marketing, communication and behaviour. Branding is the visual and contextual expression of this identity.<\/strong><\/p>\n\n\n\n
Usually, a slight sense of unease comes about among those responsible if the desire for new branding is announced. And rightly so, because its development can perhaps be likened to open-heart surgery for the company or organisation. We also recently went through this process, and on purpose, and we emerged mainly unscathed. Quite the contrary in fact, which you can see for yourself. After all, such complex times as these require even more clarity and focus, and especially when it comes to communication. Because communication achieves orientation.<\/strong><\/p>\n\n\n\n
IBelow, we explain in eight steps how to achieve new branding while keeping your peace of mind at the same time.<\/strong><\/p>\n\n\n\n
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Second step: Who\u2019s part of it?<\/strong><\/strong><\/h3>\n\n\n\n
When developing new branding, it goes without saying that those who shape the organisation have to be involved. A view from the outside that reflects this self-perception is also equally as important. That\u2019s why a suitable team is decisive for developing the new image, and mainly a team of people who bear responsibility for the company or organisation. This should be supplemented by experienced external specialists who place their finger in the wound, asking the right questions. Us, for example.<\/p>\n\n\n\n
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Third step: Who am I?<\/strong><\/strong><\/h3>\n\n\n\n
Clarifying one\u2019s own identity is the most important step in the positioning process. Apparently there are companies that, even after many years of business, have never asked themselves where they come from, where they want to go, what they\u2019re particularly good at and who they actually are. They\u2019re simply successful. They still are. In our case, a common thread ran through the work we did for our clients, regardless of whether it concerned strategic communications consultation, crises, creative ideas or implementing specific measures. The feedback we received after almost 20 years can be summarised as follows:<\/p>\n\n\n\n
\u201cYou\u2019re the ones for the sensitive situations.\u201d<\/strong><\/strong><\/p>\n\n\n\n