Get to know our Brand Design model, the Brand Identity Model and the book that we wrote about it.
Discover that strong brands are relevant, differentiating and credible.
We’d love to grow along with your brand and organization.
To us, Brand Design is the ideal combination of a powerful brand strategy and creative design. The aim: interior, exterior and behaviour in perfect harmony, so that the brand commands a relevant, differentiating and credible position over its competitors. But how do we do that?
Branding is not an exact science; there’s no mathematical formula for it. But relying purely on your gut feeling is not such a great way to do it either. So in 2002, we developed the Brand Design model as the foundation for us and our clients in building strong brands. And since times change, in 2017 we updated the Brand Design model with 22 physical and 22 digital brand touch points.
Yes, I want to receive the new Brand Design model.
We apply our Brand Design model from the inside out:
Yes, I want to download the Brand Design process.
Mental brand identity gives the brand strategy direction. The dot on the horizon where your brand commands a relevant and differentiating position. We define this for six components:
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A brand’s design is more than just its logo. As a professional Rotterdam-based Brand Design agency, we design a total brand experience for all the senses:
Tell me what you can do for me.
There are many different brand models around for defining your brand identity. But what about your visual brand identity? For a brand like Zwitsal, its specific scent and the colour yellow are part of its brand identity. We think it’s important to state and cherish what makes a brand unique for all the senses. Which is why we have developed the Brand Identity Model, to define your brand identity on one sheet of paper. This is essentially your mental brand identity, augmented by the specific differentiating aspects of your visual brand identity. Together, they address your primary target group. We’d be happy to help you with your input for the Brand Identity Model.
Yes, I want to receive the Brand Identity model.
Once your brand strategy and mental brand identity have been defined and your visual brand identity has been designed, we as your Rotterdam-based design agency will design and develop all your brand touch points. We call this 360-degree Brand Design. That is why we have integrated 22 physical and 22 digital brand touch points into our new Brand Design model.
Physical brand touch points can be your correspondence set, business cards, office building, interior design, company cars, workwear, annual report, brochures, products and services, packaging, trade fairs, events, advertising and even internal touch points, like a brand passport, staff magazine and brand manual.
Digital brand touch points can be your website, web shop, SEO and SEA, online advertising, online video, influencer marketing, social media, apps, computer games, virtual reality, email marketing, affiliate marketing, viral marketing, PowerPoint and intranet.
Want to know what we can do for you physically and digitally?
At BTM, we call the final stage of the Brand Design process orchestration, which consists of three parts:
It’s child’s play if everything is properly aligned. But many companies and brands skip this step or don’t take it seriously enough, meaning the Brand Design process won’t ‘stick’ properly.
Yes, I want to know more about orchestration.
Strong brands have visual synergy: all brand touch points are in perfect harmony in their design and content. We’ve developed a clever tool for this: Design Review. We use it to assess whether all brand touch points fit in with the brand strategy and brand identity and whether they form a powerful brand. We place the brand touch points into four groups: excellent, good, medium and unsatisfactory. In the process, there is a difference between strategic (key) touch points versus incidental touch points. This gives each client and our designers a perfect view and understanding of the future creative challenge.
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At BTM, branding is made up of Brand Design and brand activation. Brand Design is used to make the brand ‘market-ready’, after which brand activation is used to bring the brand to life in the hearts and minds of the target group. We have developed a Customer Brand Journey model as a tool for brand activation. It maps out your brand points of contact in four stages: Orientation, Purchase, Use and Evaluation. It’s the perfect starting point for thinking about service design: how can we use the brand touch points to make the Customer Journey even better, with extra service and a positive experience.
Yes, I want to receive the Customer Brand Journey model.
Ruud Boer, Dutch qualified marketer and director-partner at Rotterdam-based design agency Bataafsche Teeken Maatschappij (BTM), has put Brand Design on the map. His book BRAND DESIGN, first published in 2002 and now in its 6th edition and 17th impression, has become the standard work for how to build brands. The book is used in every higher professional education programme in the Netherlands for students in marketing, communications and design. We are rather proud of that. Read more…
Want to know more about Brand Design?
Send a message to Ruud Boer, the author of the book.