Our workshop includes 10 essential branding exercises with tips and examples. These exercises will help your business have a clear definition of what your brand stands for, for which target groups it is relevant, and how to reach them.
1. Brand Discovery
2. Brand DNA
3. Brand positioning
4. Brand Vision
5. Brand Mission
6. Brand Values
7. Brand personality
8. Brand Audience
9. Brand Voice, Look and feel
10. Brand Secret Point

Mahyar Nazemi's brand workshops are designed to peel back the layers of your company to reveal your brand's essence and capacity. As part of our brand workshops, we help you develop the tools you need to effectively differentiate and manage your brand. Our brand workshop includes 10 essential branding exercises/sections with tips and examples. These exercises will help your business clearly define what your brand stands for, for which target groups it is relevant, and how to reach them.
1. Brand Discovery
2. Brand DNA
3. Brand positioning
4. Brand Vision
5. Brand Mission
6. Brand Values
7. Brand personality
8. Brand Audience
9. Brand Voice, Look and feel
10. Brand Secret Point

Challenge:
An absence of an integrated brand strategy and identity

It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.

As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.

The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.

In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.

After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.

Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:

One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.

"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.

Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.

Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.

There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.

Results:
Market Impact and Growth

With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.

As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.

In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.

The brand strategy workshop is the appropriate environment for asking the right questions to the right people. Our goal is to develop a long-term, mid-term, and short-term roadmap in order to achieve a better brand vision.

During a workshop, our brand experts lead the client through the 9 Essentially, this is a discovery of brand through researching the client's brand, its product/service offering, its customers, its market, and its competitors. Ultimately, all of these insights are woven together to create a compelling brand roadmap. This brand map will be the basis of all branding processes in the future.

In the brand workshop, you see your brand under a spotlight. This means that angles or features of your brand that you were not aware of until now will be revealed. It can change, or better develop, your brand vision and strategy.

The time required for the brand strategy workshop will depend on the size, stage and needs of the company. It may be enough for a new company to benefit from our Basic/One-Day brand workshop. A rebrand project or brand architecture of a large enterprise will require more in-depth analysis and digestion, with the full 9-phase Comprehensive Brand Strategy approach.

So, for better results and depending on the needs of your brand, we defined two workshops:
1. Basic/One-Day Brand Workshop
A basic brand workshop usually lasts 7 hours. Including breaks, you should set aside a day to discover and develop your brand vision.

2. Advance/Three-Day Brand Workshop
If you are a large enterprise, you may need more time to discover and develop your brand vision. We have set aside 21 hours for a more in-depth brand review at Advance, which will take place over three days.

There is no one-size-fits-all branding process. The cost of a brand workshop depends on the time involved in definition/design/preparation and follow-up, which can vary depending on the project scope.
This cost includes initial brand research and analyses, strategic planning, brand briefs, brand frameworks, brand roadmaps, brand consultations, and development of brand profiles. But on average, a brand workshop starts at € 3,500.

1. Information Form:
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.

2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.

3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.

4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.