Voglauer
/ Strengthening brand communication
_Brand Positioning
_Key Messages
_New Communication Concept
Background
Voglauer is a traditional Austrian family business based in Abtenau in Salzburger Land. The company employs around 350 people in the business areas of hotel furnishings and the production of high-quality natural wood furniture in the living & design sector.
Voglauer only uses wood and wood-based materials from sustainable forestry. The brand stands for sustainability, environmental friendliness and the unique combination of traditional elements of nature and culture with the highest design standards.
Task
Voglauer faces the challenge of sharpening its brand identity in the face of changing market requirements in order to establish more stringent and modernized communication. In addition, specialist retail communication is to be strengthened in order to support partners in stationary sales. The brand and company are characterized by an “alpine lifestyle”, the opportunity for a brand positioning that conveys its uniqueness even more clearly to both traditional and modern target groups in a highly competitive environment.
Solution
The central element was lively, honest and team-building workshops with the entire management team. Here, the central brand values were adapted, adjusted and condensed into a brand positioning with a clearly defined brand core. Enhanced in terms of content, the brand claim now carries more promise of effectiveness, more theme: echt. alpin. design.
After analyzing the target group segments, the results were consistently transferred to the conception process. The result: a consistent communication concept and a newly defined corporate design.
Result
Voglauer's brand identity was strengthened through the clear differentiation of the “alpine brand core”, enabling Voglauer to differentiate itself more clearly from its competitors. The defined target group segments lead to an expanded customer potential and thus enable the communicative approach of younger target groups in particular. The communication concept developed in cooperation with the conceptioner and designer Alex Stehle (formerly Jung von Matt) ensures that the brand is significantly more visible and memorable.
Client quote
“By working with Mr. Bohrmann, we were able to noticeably optimize our brand presence. The sharpening of our brand identity in the direction of alpine roots and design helps us to appeal to established and new target groups. Mr. Bohrmann acts as a sensitive consultant with methods that enable us to give our own ideas more clarity. We look forward to continuing our collaboration.”
Josef Zwilling, Head of Product Management and Brand
„The implementation of the new communication strategy has significantly improved the visibility and topicality of the Voglauer brand. Mr. Bohrmann was able to develop ideas with us in a pragmatic and playful way and then implement them convincingly together with the conceptioner and designer Alex Stehle. We feel well positioned for the future with our new brand identity.“
Peter Grünwald, CEO Voglauer