Those who invest their lifetime deserve something special

8 hours a day. Every day. Year after year. There are few brands with which people have such an intense relationship as with employer brands.

Reason enough to think better, more intensively and more precisely about what a brand that demands so much must stand for. That’s where the best tools are just good enough.

Employer brand framework is the logical evolution of our classic brand framework, which has been successfully used for positioning many branded products.

In the employer brand framework, we define the essential components of your employer brand.

One brand.
Three implementation directions.

When implementing an employer brand, one should proceed just as systematically as when strategically planning it.
We recommend status checks, target/actual comparisons and measures in three areas in which your employer brand can be experienced.

Work like an engineer

Numbers don’t lie. From parameters such as customer acquisition costs, depot size, investment duration, media prices, etc., models can be created with our Business Scenario Calculator tool that show what business volume must and can be achieved to break even. At the same time, entire target group segments can be excluded because they lie outside a feasible corridor.

The result:
Identification of various target group segments including the respective KPI for customer acquisition costs, investment duration, securities account size, etc. as a basis for the marketing strategy

Conclusion:
If target group(s) and business model influence each other, a dynamic model can be used to calculate the optimal constellation. This provides key figures to control the subsequent marketing steps.

Work like an engineer

“It’s not what you do – it’s what you stand for!” also applies in a B-to-B market. To determine what a startup must stand for in such a market, we chose a form of our “Consumer Connection” working method adapted to the specific circumstances. It is based on the psychological concept of “subjective theory” and shows which mindset connects brand and customer.

For this purpose, in-depth psychological interviews were conducted with both the founding team and potential customers from different target group segments. The statements were decomposed into their basic semantic units and these were analyzed using structure-liege methods analyzed. This gives access to meta-levels behind the actual statements that are not explicitly formulated.

The result:
The unifying attitude is less than assumed about responsibility and sustainability. Much more important to the target groups is the topic of “participation”: the opportunity to be part of a 100% secure future development today and to profit from it.

This was the basis for the brand idea “The future is here for everyone” and the entire brand identity, which is extremely focused on accessibility and user needs.

Conclusion:
If you know the theoretical basis on which people make decisions, even in the B-to-B sector, and if you have the means to identify these attitudes, which are usually not obvious, relevant positioning can also be developed and implemented in a very short time.

Work like an engineer

External features such as the quality of the material and workmanship, the selection and design are at Spitzbub at least on a par with the competition, and in some cases even significantly above it.

Nevertheless, sufficient differentiation cannot be achieved via these properties.

With fashion in general, with streetwear in particular, the values and emotions that are transported or expressed by the brand play a prominent role. Put simply: Either a brand is cool – or it isn’t.

The task, then, is to find out which values and emotions contribute what to the coolness of a brand.

Our Emotional Territories tool can recognize and distinguish 10³² different values and emotions.

We surveyed over 1,000 men and women from the target group, confronted them with the validated basic emotions, and let the Emotional Territories algorithm determine the structures in the over 70,000 responses.

The result:
A quantitative assessment of relevant values and emotions.

An emotional map with seven relevant value fields. (See simplified representation) The map shows both the exact definition of the values and emotions and the target group potential behind each individual value field.

Together with demographic data, style preferences, and willingness to spend, this makes it possible to clearly determine which values and emotions are the most suitable for Spitzbub.

These results were deepened and further differentiated by qualitative market research.

Conclusion:
A positioning, captured in the form of a brand framework. All key areas (target audience, message, rationale, values and personality) are based on data. This minimizes uncertainty, saves time and money, and provides a solid basis for design, layout and development work based on it.