Companies undergo transformations for a variety of reasons: from adapting to shifting market dynamics to changing customer expectations or responding to internal strategic realignments. As part of such a transformation, it is essential to also reflect on the company´s brand: Is it still relevant in today’s context, or are there new demands from the market? Who do we want to be – and how do we want to be perceived?
As part of the implementation of our FOCUS strategy, we are also at this point. In June, we therefore kicked off the VTG Brand Refresh, a project helping us to (re)define our brand positioning and make the various changes at our company visible and tangible. The brand refresh thereby is about more than just visuals or messaging — it’s about aligning our identity with who we are becoming and signaling that to all stakeholders.
What is a Brand Refresh?
A brand refresh updates a company’s brand strategy, visual identity and messaging that conveys its unique relevance to stay current without changing its core identity.
Redefining a brand together
The brand refresh is a collaborative project, shaped by many voices. Right at the start of the project, we gathered broad input through employee and customer surveys – and complemented it with additional interviews with some VTG experts to ensure we capture a wide range of perspectives. These insights are essential to shaping a brand that can succeed today and grow stronger tomorrow.
Let’s hear some of their perspectives:
The future of the VTG brand
“The concept of Continuous Improvement is something that our brand should signal. This means we never stand still and always strive to make things better.” – Dr. Jonas Anielski, Head of Operational Excellence & Improvement
“The challenge for me is to build a strong brand that effectively combines innovation and a willingness to change with market leadership and stability.” – Claudius Hofbauer, Director Digital Transformation
Driving customer success
“We set ourselves apart from the competition by not just serving our customers, but by providing them with real added value. Our goal is to give them insights and solutions that will make them more successful—and ultimately, their success is our success.” – Michael Eckelsberger, Chief Commercial Officer
From Feedback to Framework
Alongside stakeholder interviews, we relied on you: your feedback, together with that of our customers, was a key part of the first project phase, complemented by a design and strategy audit. The results of the employee and customer survey will be shared with you soon. Based on the diverse input, the project team — including Corporate Communications as well as additional colleagues from VTG and external partner Lynxeye — has developed strategic and creative directions that will be further shaped in the coming months.
The next milestones will include:
- Finalizing our brand strategy
- Developing our refreshed brand identity
- Preparing internal materials to help everyone live the new brand
We would also like to continue giving you the opportunity to be part of the brand refresh and are currently working on various measures to make this possible. So keep your eyes open!
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