Dimension of Holistic Branding

We believe in identities, not brands

An old concept that lasts

The practice of branding is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Hence, branding, in its original form, said something about the owner of a livestock or good. It revealed his or her identity.

Brands come and go, identity remains

Today, people and markets are flooded with products and brands. A brand is created for every trade good or service – whether large or small – with the aim of blending in the flood of daily communication and thus finding customers. And so they come and go, swinging along in the excitement of the daily bustle. Sure, some brands are virtually set in stone, as they have managed to establish themselves permanently in people’s minds. We often observe this where the identity of the original owners and their beginnings still shine through.

Who you are

We accompany clients who are interested in pursuing a lasting strategy, allowing their identity – and thus their vision and values – to flow into communication and presence, and working in partnership on their long-term development. Identity is not something constant, it moves and develops. It is fluid and yet – like a lighthouse – offers constant orientation. People look for anchor points, an authentic identity and the right communication offers that in a reliable and transparent manner. The identities of our clients are the focus of our work. We listen more than we talk. We take our time rather than delivering results quickly. It is not technical craftsmanship that determines our work. It is the ability to engage with the identities of our clients and make them visible. What you can rely on with us is that everyone will know who you are.