Think | the strategy
Merk-Echt first looked internally at the brand positioning. What are our drivers and core values? What do we believe in? But also: what does the target group look like, which choices do we dare to make and what can and will we promise them? Based on the conclusions, gr8 set to work on the brand story: one appealing brand story about the why, how, and what. Nice and to the point but still comprehensive. The brand story had to set the tone for the online content of Merk-Echt and the branding campaign for radio and print.
Create | the content
We renamed the brand story to 'manifesto': a promise to enterprising Holland, which Merk-Echt fully believes in and goes for. Signed by 'The brand guardians': a recognizable term that we also used in our other (campaign) communication. The manifesto got an important spot on the Merk-Echt website. The website copy was also revised by gr8, in accordance with the brand positioning.
Publish | the result
Merk-Echt is able to profile itself more sharply and recognizably, both through its own (social) channels and in campaigns. In addition, we wrote SEO-optimized content on its own channels so that Merk-Echt will also