Brand strategy, verbal and visual branding for The software solution

Although we at digitalwerk were already working with the agency software, we had to develop an even deeper understanding of the company behind the software and the environment at the start of the process. In close collaboration with the entire client team, we developed requirements and wishes for the new brand and gathered initial thoughts on the brand vision and mission. Our task was to create a coherent brand with high recognition value, a clear voice and a consistent visual appearance.

In addition to the dense field of competitors and the complex topic, the particular challenge was to make the brand flexible enough for the future of the young company.

Brands are not created in a quiet chamber - which is why a brand process at digitalwerk always begins with an intensive exchange with the customer team. The focus is on active listening and asking the right strategic questions in order to identify the needs of the brand and, above all, its potential.

Building on this, a detailed visual and semiotic competitor analysis was carried out, the target group-oriented interpretation of which defined the brand positioning. Brand vision, mission and values were formed and the word mark and subsequently the logo were derived in parallel.

For the naming and logo design, it was important to us to convey both the technical aspect of the software and the human and approachable values of the brand in addition to the core USP. We fulfilled the first requirement with the logo icon, which references a universal wrench - a universal tool, just like the software solution. A harmonious overall picture results from the human sound of the Kanbert brand name, which also appears clear, direct, catchy, familiar and yet independent in the typeface.

Together, the brand strategy, verbal and visual branding form a coherent and strong brand identity that clearly stands out from the competition. The brand identity shapes all internal and external measures, such as communication and interaction with the market.

By consistently implementing these values in all areas of the brand, a trustworthy and attractive image is being built that should and will attract customers and promote long-term relationships.

A communication and content strategy is currently being developed and implemented for the still young brand. We are also supporting Kanbert in integrating the verbal and visual branding into the software itself.