•Brand/Company Name
Holtmann GmbH & Co. KG

•Brand Tagline
We have been satisfying our customers ever since 1950

•Brand Sector
Exhibition & Event

•Domain Name/URL
www.holtmann.de

• Business Type:
B2B

• Category:
Exhibition & Event

• Location:
Langenhagen, Germany

•Services:
Brand Discovery
Brand audit
Brand analysis
Market analysis
Competitors Analysis

Brand Strategy
Brand Vision, Mission & Values
Brand Architecture (Holtmann Since 1950, Holtmann GmbH & Co. KG, Expomondo GmbH and Mesomondo GmbH)
Brand Touchpoints & Audiences

Brand Identity
Brand Messaging and Claim
Corporate Design
Logo
Typography/Font
Color Palette
Style
Composition
Imagery

Brand Growth
Brand Roadmap
Brand Launch/Implementation
Brand Campaign
Annual performance audit

In 2018, as Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was put on the agenda.

The first step was to audit the Holtmann brands/companies and their current position on the market and among competitors.

In the 360° Brand Audit Holtmann brand audit, more than 50 factors such as Brand Strategy Audit (Brand name, message, and claim, brand essence and purpose, brand values, brand vision, brand mission, brand purpose, brand architecture, brand story), Brand Design Audit (Logo, colors, typography, imagery, visual language, design system, graphics, illustrations, icons), and Brand Communications (Website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns) were reviewed and revised.

After the analysis of the Holtmann companies, it was time to look at the competitors. More than 100 exhibition companies in Germany and worldwide were carefully analyzed. In the future, this document would serve as a basis for designing and writing strategy for brands. After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also used black and white as corporate colors.

My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and uniqueimage, as well as to develop Holtman with a completely fresh approach. Also proposed using the company's uniquefeature, the year of establishment, as the USP in addition to the distinctive corporate design.

Holtman Since 195O was born as an umbrella brand (Dachmarke) of orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of gray, anthracite and orange was chosen as the accent color.

There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create an innovative, relevant brand with an emphasis on design rather than construction. There are two distinct images created in the minds of the audience; one, the serious color of anthracite and white symbolizing the company's seventy years of experience; and the other, an orange and white combination symbolizing a young and ambitious approach to gaining market share.

Holtmann Since 1950, has been arranged as a master brand in umbrella brand architecture, along with Mesomono, Expomondo, and other sister companies as sub-brands. In the end, we have the company's uniform design, with its unique, custom styles that each relate to each other. One brand name, two characters, a different image and message and more market share.

A brand is more than just a logo; it encompasses the overall perception and reputation of a company, product, or service in the minds of its customers and the public.

Brand strategy is a plan that outlines how a company intends to shape its brand identity and communicate its unique value to its target audience. It includes the brand's positioning, messaging, and differentiation strategies.

A well-defined brand strategy helps a business stand out in a crowded market, builds customer loyalty, and provides a clear direction for all brand-related activities.

Brand identity refers to the visual and verbal elements that make up a brand's presence, including its logo, colors, typography, tone of voice, and other design elements.

Brand identity is the intentional representation of a brand, while brand image is the perception of the brand held by consumers and the public based on their experiences and interactions.

Key components include logos, colors, typography, imagery, tone of voice, and any other visual or verbal elements that contribute to a consistent brand presence.

Creating a strong brand identity involves a combination of understanding your target audience, defining your brand's personality and values, and ensuring consistency across all touchpoints.

Brand positioning defines where a brand stands in relation to its competitors and how it is perceived by its target audience. It involves identifying a unique and compelling value proposition.

A well-executed brand strategy can lead to increased brand recognition, customer loyalty, and market share. It can also drive customer preference and willingness to pay a premium for your products or services.

Yes, but it should be done strategically and carefully. Rebranding can help modernize a brand, attract new audiences, or reflect changes in the company's offerings, but it should be based on thorough research and consideration.