Brand strategy example: Brainlab

What you will learn in this case:

Brainlab has been a pioneer and trailblazer in digital medical technology for over 30 years. In order to continue to impress customers and employees in the future, we are sharpening the brand and creating a holistic positioning. Derived from the early beginnings of the company. Because it all began with great ambitions - and Brainlab still has them.

The challenge

Lack of orientation

Brainlab has grown considerably since it was founded in 1989. However, the brand essence has become increasingly fluid. It lacks a catchy mission that is tangible both internally and externally. A clear positioning has never been as important as it is today.

Goal

New mission statement

Brainlab needs a sharpened corporate mission statement. One that can be felt at all times and in all places. One that forms the basis of all communication measures. And points the way to the future.

Order

Hold up a mirror to us

schalk&friends? Find out who we are. Tell us what makes us special. Formulate it in such a way that everyone who has anything to do with us understands and internalizes it.

Solution

Making an impact

The intensive study of the early days of the company and especially of the entrepreneur and founder Stefan Vilsmeier leads us to the solution: “I want everything I do to have an impact.” This attitude has made Brainlab so successful over the last 30 years. And should continue to do so in the future. It becomes the core of the brand, the WHY of the Golden Circle: Making an impact.

Success

Effective

A brand essence is particularly successful when you can’t get around it. This is the case at Brainlab: the claim, equipment, brand portal and even the foyer in the headquarters confidently convey the company’s mission statement to the outside world. In this way, the attitude of the brand becomes the attitude of all employees: working students, software developers and the CEO: Together we’re making an impact on patient lives.

A historic brand that stands for the future

Services

What you will learn in this case: