Emotion and a focus on outstanding performance set SEVERIN apart from the competition.

Case

SEVERIN is a German heritage brand for electrical household appliances with over 130 years of history and global distribution. Ever heard of the first odour-neutral raclette? Such practical, benefit-driven innovations are what define SEVERIN – driven by the jointly developed mission: “SEVERIN MACHT’S MÖGLICH.”

The Challenge

Operating in a fiercely competitive and price-sensitive market dominated by international players poses a significant challenge for a brand that stands for German engineering, quality, innovation, reliability, and sustainability. Competing on price alone falls short of fulfilling SEVERIN’s brand promise.

To remain competitive long-term, SEVERIN developed a forward-looking, customer-centric brand promise that emphasises its unique ability to solve everyday challenges through pragmatic innovation – creating a clear added value compared to the competition

Our Solution

Strategic Foundation
A future-oriented brand identity was developed as SEVERIN’s strategic guiding star – consistent, customer-focused, and purpose-driven.

At its core: a guiding principle for internal alignment and a positioning that places customer benefit at the centre – with the ambition to deliver it more effectively than any competitor.

Path to Implementation
A practical, cross-functional rollout plan ensured clarity in implementation. This was complemented by a communication idea that translated strategic ambition into tangible measures – both internally and externally.

The Result

Strategic Clarity
The brand identity provides clear orientation for leadership and operational teams. Strategic priorities can be communicated and executed consistently across business units.

Faster decisions, greater impact
A shared vision enables brand-aligned decision-making and empowers employees to act with autonomy in daily operations. The brand identity serves as a reference point for innovation, portfolio development, and market expansion.

Foundation for Brand Consistency Across All Touchpoints
The guiding principle establishes a unified brand promise that is lived both internally and externally – in behaviour, communication, product and service. This fosters a consistent brand experience, enhancing recognition and trust.

Basis for Attractive Differentiation Within the Target Group
The brand identity translates SEVERIN’s strengths into concrete value propositions that clearly distinguish the brand from price-driven competitors. This increases relevance within the target group and supports sustainable market positioning.