Brand Core
Brand values
Vision
Mission
Application
Arrange an initial consultation
Why a strong brand core is essential
Many companies in the greentech sector are pursuing a compelling idea: they want to bring about positive ecological or social change. However, even if a product is technically mature or a service is innovative, its external impact remains weak as long as the fundamental brand basis has not been clarified. This is precisely where the “brand core” comes in: it forms the conceptual basis for guiding all further steps in brand development.
The importance of this core can be illustrated with a source from which all the streams of your brand communication flow. If the source is clearly defined – in the form of brand values, vision and mission – everything will later flow in the right direction. A lack of clarity, on the other hand, leads to conflicts between internal departments or contradictory external effects.
Brand values: the foundation of your actions
Brand values are not just empty slogans, but the guard rails by which every decision-making process is guided by. In brand psychology, it is often said that values form the “emotional core” of a company. Greentech companies in particular face the challenge of authentically communicating their innovative strength and sustainability claim. A clearly defined value system helps to build and maintain credibility in the long term.
If you are at an early stage or are unsure about your values, it is advisable to conduct stakeholder interviews**. This allows you to find out which convictions are already practiced in the team and which customer expectations exist. A case from our consulting work shows that just one joint discussion with four key players (development, sales, management, marketing) was enough to work out three central values for a company specializing in the circular economy and thus sharpen the company’s identity.
Vision: The path you want to take
The vision describes where your company should develop and what major contribution you are aiming to make to society or within your field of technology. While values characterize the here and now, the vision is future-oriented.
In the context of the greentech industry, for example, a vision could be: “We want our products to make a significant contribution to reducing global COโ emissions by 2030.” It is important that the vision inspires people in your company and beyond by setting a measurable target state point out. At the same time, it should not be too abstract: an overly general formulation such as “We are making the world greener” quickly loses its power. In our experience, a vision is more effective if it is formulated within a clear – but ambitious – timeframe and impact framework.
Mission: How to realize your vision
While the vision clarifies “where”, the mission describes “how”. It sets out how your company will act on a daily basis in order to get closer to the vision. Especially in the dynamic greentech environment, where requirements (e.g. technological leaps or changes in legal requirements) can change rapidly, the mission acts as a guideline for action.
A convincing mission is short and clear. For example: “We accelerate sustainable mobility by developing high-performance battery solutions and making them available to all partners.” Be careful not to define the mission too narrowly so that there is room for strategic development. In BRANDS IN GREEN projects, we have often found that a mission that is too narrow blocks opportunities for innovation. So pay attention to a finely balanced formulation between clear focus and flexibility.
Specific tips for your "brand core" setup
–Stakeholder questionsInclude a wide range of perspectives (e.g. technology, management, customer support) in order to gain a realistic picture of the existing values.
–Values reviewCarry out a brief “values check” once a quarter. Are current projects still in line with the defined brand values?
–Vision workshopPlan at least half a day to formulate your future goals in concrete terms. Use moderation or tools to make your vision tangible.
–Mission checkQuestion whether your daily activities actually contribute to the mission or whether corrections are necessary in processes and decisions.
–DocumentationCapture your results in a living document or digital whiteboard that everyone involved can see. This will prevent the “Brand Core” concept from disappearing into a drawer.
How can I recognize that my Brand Core is missing or weak?
Typical signs are
–Incongruent communicationDepartments present themselves differently to the outside world, there is no common denominator.
–Contradictory decisionsProjects are started and then canceled because it is unclear “where the journey is going”.
–Unclear identificationEmployees do not feel a sense of belonging, customers cannot clearly say what the company stands for.
If you find yourself in one of these points, a more intensive examination of your brand essence could help.
Why this phase is particularly important for greentech companies
In a market where sustainable impact and technical innovation count equally, you need to represent your values and goals with particular credibility. Customers, investors and even political bodies want to know whether the environmental or social benefits are actually anchored or remain just marketing promises. A strong brand core ensures that your mission and vision authentic and that all subsequent phases of brand development are built on a stable foundation.
