Brand workshop for ZES Zimmer

ZES Zimmer is a manufacturer specializing in devices for high-precision power measurement technology. The company commissioned svaerm to implement a brand workshop in order to define and develop the brand core and brand values together for the first time.

Objectives of the brand workshop

Having been on the market for 50 years and offering precision technology is no longer sufficient as a unique selling point in the increasingly competitive niche of power meters. The workshop therefore aimed to create a clear positioning and brand identity for the ZES Zimmer brand.

There are tangible benefits associated with it:

• Differentiation: A clear differentiation from the competition by means of a USP (Unique Selling Proposition) boosts lead generation, lead nurturing and conversions.
• Identity: For internal target groups such as management and employees, it is essential to agree on defining what ZES Zimmer is all about. This is the basic prerequisite for having a common vision, mission and values: A guidance system that ensures everyone is on the same page.
• Employer Branding: Job seekers prefer to apply to companies with a distinctive identity (quantitative dimension). They are also better able to self-select if they have a clearer idea of the company they are applying to (qualitative dimension).
• Word of Mouth: External target groups can only effectively recommend ZES Zimmer if the brand is genuinely associated with positive values and if they are also known. The workshop identifies the “Reason Why” – the reason to choose ZES Zimmer instead of a competitor.

The brand workshop process

svaerm’s brand workshops begin with an analysis of the competition. The aim is neither to unquestioningly copy the competition nor to close a gap in the market that ZES Zimmer may not be able to fill. Nevertheless, the analysis is necessary so that ZES Zimmer can position itself effectively in a competitive market:

• How big is the gap between the company and the competition?
• What messages does the competition use?
• What areas of overlap are there?
• What distinguishing features are there?
• What approaches are available to ZES Zimmer?

Next, ZES Zimmer itself is examined more closely. The situation analysis works with the following frameworks:

• 6C analysis: Company, Collaborators, Customers, Competitors, Context, Communications
• PESTELE: Political, Economical, Social, Technical, Ecological, Legal, Ethical
• TOWS: A refinement of the familiar SWOT analysis with the difference that internal factors (strengths and weaknesses) are matched with external factors (opportunities and threats) in order to derive specific recommendations for action.

We use the results of these analyses to moderate the discussion among the workshop participants with a view to defining the brand values and the brand claim for the first time.

The brand workshops offered by svaerm are designed as a media-supported dialog and include moderation, presentation, handout and written follow-up.

Participants and atmosphere

The workshop was run and moderated by our CEO, Steffen Mai. Participants from ZES Zimmer included representatives from the areas of marketing, sales, development and management.

Not all participants had previous contact with marketing and communication, so we detected some initial skepticism. Nevertheless, the participants quickly developed a new understanding of the importance of a clear brand identity – both for addressing customers and for employee retention and recruiting.

The workshop was characterized by an exceptionally even-tempered atmosphere across all departments. People from different departments worked together in a constructive manner to shape the future of ZES Zimmer together.

It was essential that the participants agreed on a common terminology. As brand values have to be actively embraced, there needs to be internal agreement and a certain commitment to the wording, which must come from ZES Zimmer itself.

Here, the agency can only play a stimulating, moderating and channelling role: It would be unhelpful to impose brand values from outside, as the creation of a common identity must be a process of self-discovery.

Results

As is usual with brand workshops, part of the results remains confidential.

svaerm and ZES Zimmer have developed approaches that do justice to the superior technology, excellent servicing and longevity of ZES Zimmer solutions. Brand values for future communication were defined at the same time. These are to be specifically named or actively represented – depending on the advertising medium.

The following proposals are competing for the brand slogan; a final decision is still pending:

1. The power analysis experts.
2. Technology made to measure.

The emotional claims are intended to replace the old, rather factual stringing together of the terms “precision, power, measurement” and open up a new, additional level of meaning.

Follow-up and outlook

The practical added value of a brand workshop depends on how the results are used.

All participants in the brand workshop bring the results to their departments and customers by actively “living” them. However, the results must also be incorporated into the development of communication materials by the agency and the marketing department.

This includes the modernization of ZES Zimmer’s online presence and its trade fair presence, as well as dissemination to its international dealers and representatives abroad.

We look forward to continuing to accompany ZES Zimmer on this path and supporting them in further expanding their position and visibility as a leading provider of power measurement technology.

Contact option for companies

Are you interested in working with us? Contact svaerm, the online marketing agency in Frankfurt am Main.