A brand with vision – The strategy behind Steiner's new identity
Steiner Optik GmbH
Sector
Target group
Feedback
"A great, young, and dynamic agency and partner that, with complete brand and communication expertise and creative ideas, helped make the project a complete success. Down-to-earth, authentic. And the best part: they don't use modern marketing buzzwords, just honest work."
The challenge
Fine-tuning a strong brand
Steiner has a long history of success: technical excellence, strong products and a long-standing tradition that are beyond dispute.However, even strong brands sometimes need a fresh approach to stand out more clearly. Our task was to highlight the existing strengths in a way that makes them even more precise and future-proof in the eyes of the outside world.
In detail, we identified three starting points:
- A differentiated target group approach: Different fields of application require clearly segmented communication.
- Sharpening the brand profile: Steiner's unique qualities should be emphasised more clearly in the market environment.
- Harmonise internal and external perception: The lived values and technical excellence should be more clearly communicated externally.
Our goal: Not to reinvent, but to refine, sharpen and increase the visibility of a strong brand.
Our Approach
Structured brand development with substance
For us, brand development always begins with understanding. That's why we begin by taking an in-depth look at what makes Steiner strong.
In-depth brand analysis
Working alongside the Steiner team, we systematically identified the brand's strengths, values, and unique features.
Focused target group analysis
We identified and segmented key target groups to clarify, refine and enhance the approach.
Strategic brand positioning
We've developed an identity that is deeply rooted in Steiner's DNA, yet remains ready for the future.
USP sharpening
Steiner stands for uncompromising precision, reliability, and technological excellence — Characteristics that are now consistently reflected in brand communications.
Steiner can now continue to expand its position in the market with confidence, building on its strengths while remaining open to new perspectives.
Result
Clarity and consistency in brand management
The new strategic foundation provides Steiner with a clearer and more confident image:
- Brand identity is firmly established: What has characterised Steiner for decades is now conveyed powerfully and authentically to the outside world.
- The target group approach has been optimised: Communication has been streamlined to reach different customer segments more effectively.
- Stronger differentiation: Steiner is positioning itself as an independent brand without compromising on quality or standards.
This realignment is not an end point, but rather the basis for the dynamic development of the brand, adapted to meet the growing demands of the market.
Services
- Strategic brand workshop on site in Bayreuth
- Target group analysis and market field exploration
- Development of a clear brand identity
- USP sharpening and brand profiling