Your brand is the foundation of all your decisions. You give it shape, interpretation, and meaning because who can represent your brand better than you? That’s why we have an assignment for you.

Build your brand

Yes, it really comes down to you and your colleagues, because your brand is fueled by—and feasts on—emotions and therefore the people and the underlying culture. Your brand is a promise that you keep, together. It starts with a clear direction and a mission that people trust and recognize. That creates attraction and investing in that is well worth it.



Define who you are. That’s the most important step. To do this you, together with your team, look for that intrinsic drive: your mission, strategy, vision, your culture, your values, and your norms. It’s the way you interact with each other and with customers; it’s the way you run your business down to the smallest detail. In short: you bring focus and feeling to your brand. That’s the essence. And without essence, you have no brand.



Now that you’ve got your basics clear, it’s time to create a fitting character—one that naturally aligns with your brand. Develop a personality that you know for sure says ‘this is what we’re like’. By making these choices you give clarity and sharpness to the brand. The result is logical and recognizable expressions of your brand. 



Nurturing your brand consistently creates appeal. It may not always be sexy, but investing in the recognizability of your brand greatly enriches its strength. Make sure people easily understand what you’re all about. Don’t just express your brand online, make it radiate—throughout your organization and throughout the entire customer and employee journey.

And then what?

The brand you have developed must remain strong and, above all, recognizable. Solidify your brand for the long-term by making sure it’s a part of your business operations, your culture, and all of your communications. There is no end date: your brand is an ongoing project. You’re creating it for now and for the future. And believe us, that pays off!

Team Merkmakers


Marketing and communication. We capture daily ‘train of thoughts’ in blogs about our field. Some appeared on, but here they are all listed.

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