We Make Change Attractive
 
 
finkid + finside
 
 

a new
power couple

 
 
 
 

 
 

details

 
While Corporate Design creates a unified visual interface for a brand, tone of voice identity (Corporate Language) puts another unique stamp on an integrated brand identity. When Berlin-based Outdoor-Lifestyle brands finkid and finside hired OAGM to build an integrated market-postioning plan, we also created a unique tone of voice strategy for them. We wanted to bring both brands together progressively and improve their brand communication. Their identity-based tone of voice gave finkid & finside additional tools to succeed through innovation.
 
 
OAGM-web-bg-EPP-(2).png
 
finkid.jpg
 
 

 
 

starting position

 
In November 2015, finkid and finside, two formerly independent brands that operated with different teams and separate marketing and communication strategies, merged as a new umbrella brand, a process that was also coordinated by OAGM.
 
 
 

 
 

strategy

 
Strategically building up brand identity, OAGM created a unique tone of voice within an integrated market positioning plan for the client. According to the brand model developed by OAGM, language is a core segment of identity-based market positioning, lending the brand its unique personality and acting as brand ambassador at every communication point between customer and client, from placing an order to advertising campaigns and customer complaints. Our strategic challenge with finkid & finside was not only to analyze the nature of their verbal communication, but first and foremost to find ways to inject brand personality into language positioning .
 
 

 
 

results

 
Strategically building up brand identity, OAGM created a unique tone of voice within an integrated market positioning plan for the client. According to the brand model developed by OAGM, language is a core segment of identity-based market positioning, lending the brand its unique personality and acting as brand ambassador at every communication point between customer and client, from placing an order to advertising campaigns and customer complaints. Our strategic challenge with finkid & finside was not only to analyze the nature of their verbal communication, but first and foremost to find ways to inject brand personality into language positioning .