What is your Brand Type?


From our Educated Decision Makers (EDM) point of view it must be clear what type of brand you want to be and how you want to be seen.  Heritage often plays a major role in the creation and definition of your brand. Due to the multitude of new decision possibilities and opportunities, which could become a bit overwhelming even for sophisticated EDMs, brands are playing an increasingly vital role for basic orientation. EDMs have learned to differentiate between different types in their brand world – and to reconcile them with their individual requirements and demands. After all, some EMDs have decades of experience with brands and advertising. In addition: EDMs exchange ideas with others, share experiences and thereby review brand promises and compare them with their own requirements.


1 Functional Brands

These brands primarily offer products or services as special problem solvers. The functional, technical and factual benefit of the brand is its ability to very efficiently solve problems, which is often also found in its UVP. Facts are important to the consumer – e.g. the latest research and development results as well as test results or the latest technology. The consumer has a clear product expectation. The simple use of the product often makes everyday life easier and leads to mental convenience when making decisions.

2 Image Brands

They live very strongly from active associations and emotions. These are mainly stimulated through (often interactive) communications with customers. The brand is differentiated by filling in an image that corresponds to the longings and wishes of the target groups, e.g. joy of life / beauty / humor / belonging to a group (like caring mothers). The brand has to be loaded with appropriate advertising, content and storytelling. Image brands are trying to transform more and more into experience brands.

3 Experience Brands

These brands convey real and perceived experiences at the same time. The brand offers a holistic customer experience that goes well beyond the original product experience. The brand association is very much shaped by the experience. The focus lies on awakening the customers emotions. Brands are staged in a multi-sensory way. The consumer lives, feels and experiences them with different senses. Often together with others. The staging of the brand as a brand experience stage is pushed as an overall composition.

4 Human Brands

These brands are approachable and humane. And that in all areas. The humane component is part of the brand’s DNA. The companies open up to the user. Employees can and must act actively – with a clear understanding of the mission. Personal contact / the basic need for humane communication is seen as an opportunity. The consumer is taken seriously as a person and an equal partner and can has a voice. The brand is therefore in permanent dialogue with the consumer. Many discussed topics are taken up, discussed with customers and integrated into product development. Technology is used as a vehicle.


Functional brands must not weaken themselves in their core value proposition. Never forget to put the product benefit at center stage. Image brands need to evoke more active associations. An experience brand can skip these steps. Human brands have the greatest impact on their customers. If this is your brand type, your company should open up, give employees the opportunity to show themselves and express themselves, and encourage personal and serious dialogue. Without too many formal conditions, the individual appears as part of the Human Brand – approachable, interested and authentic. Technology will be a major driver of human brands. Among other things, through simplified and scalable options for conversations or for visual communication that we cannot even imagine today.

The brand type has to be defined in order for the company and all its employees to live and demonstrate their role in every doing! Overall, we see brands moving towards becoming more humane. Sometimes a more humane approach is dramatically changing the relationship to customers and the perception of the brand.