From a start-up to a brand. This is the step entrepreneurs want and need to take. Therefore, PIABO strengthens its strategy team and brings the creative experts Hinnerk Landmann and Axel Bergander into its network. The common goal: To create sustainable and meaningful brand platforms for companies in the digital economy and to accompany transformation processes from the inside out.

As a communication partner for the digital economy, PIABO PR has been accompanying innovative and technological progress for 16 years, helping entrepreneurs communicate their stories and the resulting added value in a targeted manner. A strong brand positioning is the basis of good communication and forms the framework for relevant PR storytelling. Thus, PIABO strengthens its product portfolio with Brand Campaigns, Employer Branding, Public Affairs, Brand Building, and Narrative Development for scale-ups, grow-ups, and companies.

Axel Bergander, previously Director Communication Strategy at Viessmann and Director Content Strategy at fischerAppelt, and Hinnerk Landmann, previously Creative Director at Viessmann and fischerAppelt, are experts in brand building.  They support companies and established start-ups in finding their narrative, renewing it, or in further developing it as part of a transformation process. 

“Good communication is always a reduction of the factual. A narrative can be considered the basis for all communication measures and must be formulated in a comprehensible and user-oriented way. All messages that are interesting for the different target groups can be derived from a narrative," explains Axel Bergander, the team’s strategist.

Hinnerk Landmann, the creative head of the duo, adds: "In a strong narrative, every word must be placed exactly where it belongs. But even more important is the essence of it.  We work based on robust data, testing and iterating during every step of the development process. That's how we bring relevance to the narratives we develop and therefore strengthen branding."

Close cooperation at eye level and efficient use of time

Close and transparent cooperation with clients is a top priority. Workshops and employee surveys take place at all levels. The entire development process takes about 2-3 weeks and consists of three steps. The first step is research to get to know and understand the corporate culture and processes. The second step consists of half-day workshops, which are held almost entirely remotely. In the final phase, the prototype is tested on the target group on relevant channels. "We work iteratively. That means in short, fast, and agile loops, with clear results. Our projects can be completed safely within a quarter. The time required on the client side is very manageable, too," says Landmann. 

Integration into PIABO communication

The focus is primarily on supporting PIABO clients on an even more strategic level, from internal change processes to external communication and helping them position their brand. "To continue scaling as a start-up, it is essential for entrepreneurs to build a strong brand. We accompany them during this process and with the strategic creatives Axel and Hinnerk, we can further expand our expertise in this area. This combination of PIABO and these two experts is unbeatable. We are very much looking forward to working with them," says Daniela Harzer, Chief Operation Officer at PIABO, and adds: "At the same time, we are strengthening our PR portfolio as a full-service agency and offering our clients from the digital economy further added value."