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.


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