Lack of shared vision of the desired brand image is a common problem within companies. Most employees have a general idea of the core values of the company but rarely do all activities provoke precisely the same outcome.

That’s why Koos developed a unique tool to help consumers, marketers and employees precisely define the current or desired brand image and culture. The Brand Identifier is used in qualitative interviews and focus groups and internal workshops with management and staff.

Our tool is based on Symbolism, Psychology and Linguistics and uses three key components for precise articulation.

1. Visual: a big set of mood-boards representing all relevant topics such as professionalism, authenticity and achievement

2. Attributes: In our normal day to day vocabulary we use only a fraction of what is available, like ‘innovative’ and ‘trustworthy’. Our Brand Identifier’s attribute component has been developed with a Colour Psychologist and Linguist and is based on linguistic patterns allowing precise and rich articulation.

3. Emotions: Clients and suppliers alike often talk about creating an emotional connection. When asked what exact emotion they would like to arouse, often neither is able to specify. In the English language alone there are approximately 170 expressions for emotion. That’s what we have captured with the Brand Spirit tool, to exactly pinpoint what emotions are or should be associated with the brand or organisation.

The three components come together to give a clear and rich picture about the brand and cultural associations (now or desired) of your brand and organisation and/or the competitive set, allowing for precise steering and control of achieved changes.