Brand Egg – a look at the personality of a company

Similar to a person, companies also have a personality. Be it through their culture or the way in which they communicate and place their brands. But similar to a person, many companies are not aware of their own characteristics.


One method of analysing one’s own added value is the so-called Markenei, or Brand Egg. It represents the complete personality of a company. In coaching start-ups and companies, I like to use this method for innovation profiling in order to clarify the company’s own profile. Only when a company knows how it sees itself can it compare its self-image with that of the customer.


The Brand Egg in action

The brand name is used in many companies. In marketing in particular, it helps to create an understanding of the brand personality – and this applies to all employees. Companies such as BMW, Land Rover or Mercedes use the method to enable uniform communication at all locations.


Brand Egg von BMW (Source: Marketingclub Nürnberg)


Considering the branding in detail, it is subdivided into the following components:

  • Brand Core: This is the core of the company. It describes exactly what the company stands for and what makes it stand out. The brand essence is often taken up in the company’s slogan.
  • Brand Values: They are the essential characteristics of the company and derive from the core.
  • Brand Facets: They break down the values into details and help to fine-tune the company.


When creating a brand Egg, it is helpful to involve several representatives of the company in order to obtain as versatile an input as possible. This method enables companies to better understand and communicate their own mission statement.

Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

Ähnliche Artikel



Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Follow us


Cookie Consent with Real Cookie Banner