Stuttgart, 16.06.2023 – A special sense of togetherness, reflection on one’s own expert knowledge and a focus on customers and employees – these pillars are part of Bertrandt’s new brand identity. For the rebranding of the engineering service provider from Ehningen, follow red and the company have now been awarded the German Brand Award twice in the categories “Excellent Brands – Industry, Machines & Engineering” and “Excellent Brands – Corporate Brand of the Year”.
With a newly developed brand identity and its communicative implementation, follow red, the brand communication agency from Stuttgart, has breathed new self-confidence into the engineering service provider Bertrandt. For this, the German Brand Institute awarded the agency and the company the German Brand Award in the category “Excellent Brands – Industry, Machines & Engineering” as the winner and even with a Special Mention in the category “Excellent Brands – Corporate Brand of the Year” for the outstanding brand work.
The basis of the new brand identity was a rebranding process lasting around one year. In workshops with the Executive Board, heterogeneous stakeholder groups, the top management and the marketing team, follow red carefully worked out Bertrandt’s self-image and also analysed the market, competition, target groups and trends. From this, the brand experts developed a strengthened identity image and a corporate and employer brand story. Bertrandt’s newly defined brand DNA is self-confident and radiant: “Through our development services, we are accelerating technological progress and making a relevant contribution to a sustainable future.”
“The aim of the rebranding is to make it possible to experience Bertrandt’s sense of unity from within the company. We have stringently transferred this idea into the entire communication – from language to content messages to imagery. We are pleased that we have convinced not only in the industrial brand category, but also in the category ‘Corporate Brand of the Year’,” explains Sam Heintz, Head of Brand Strategy, Concept and Creation at follow red. Bertrandt’s existing brand communication has been completely revised and supplemented with suitable channels. follow red has stringently transferred Bertrandt’s new brand identity into design and communication. In addition, the agency has captured the “Bertrandt Way” in an extensive content production: the soul of the company, which is carried to the outside world by the employees. A special highlight is the new image film, which brings the “Bertrandt Way” to life and was presented for the brand relaunch.
“We are delighted to receive the German Brand Award and it encourages us in our efforts to confidently carry the Bertrandt brand to the outside world and to integrate it even more consistently into every area of our work,” said Matthias Bienert, Head of Corporate Marketing and Corporate Communications at Bertrandt.
The German Brand Award is one of the most important brand awards in Germany. It is awarded by the German Design Council, which is celebrating its 70th anniversary this year. The award is intended to strengthen brand management as a decisive success factor for companies in the national and international competitive environment.
Further information on the award-winning project can be found here.
