Our strong belief: Brands develop in the minds of people. And well-established brands develop from consequent and coherent communication. Success therefore arises from the interaction of design elements, people and experiences.

We form these interactions. Especially for lifestyle-, luxury- and leisure industries. We are viennabrand.

Brands consist of different elements. The history of a product counts as well as the CEO‘s vision, product design or customer experiences. This and many more components result in images in people‘s minds. They in turn determine what we call positioning.

A successful positioning of a brand therefore inevitably pilots through perceptions of people, who always experience and interpret a brand in a very personal way.

When people of different conditionings and attitudes experience a certain brand, it‘s complex. Because impacts on every single person are always different. In order to optimise the sum of all experiences, it makes sense to define and apply target groups. Through appropriate content and elements one can properly manage the position of a brand

Marketing‘s aim is to sell products profitably. What Marketing needs to reach that target, is not only awareness. It‘s about interest and relevance - those factors that distinguish an offer, when it is positioned appropriately. Behind the 4 Ps (product, price, promotion, place) there lies the most important P: Positioning.

It is seen an error in reasoning when branding is seen as graphic design alone. Of course it is much more. It is responsible for the appropriate deployment of every brand component. From the vision to the composition of daily customer experiences, branding has to ensure the attainment of one target: Brand success.

Brand success is always easy to explain in retrospect. Even when there are different reasons that bring a brand to their success story. To first bring a brand there depicts the bigger challenge. It‘s never the „one“ success gene alone, because at last it‘s always many small elements, that in sum form a product or a company to „the“ brand.