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#services
Services
Building the unique brand
If you need to create a brand with a clear purpose, more distinctiveness, and attractiveness.
All companies can create a unique brand that can accelerate business growth. It's only a matter of implementing a systematic effort that identifies and unleashes the brand's full potential for differentiation and growth.
Content
I serve as the strategic and creative driving force in developing and executing a complete brand strategy:
Identifying brand potential
Strategic brand analysis
Reinterpretation of the brand's differentiation and growth potential
Brand positioning
Developing a unique and trustworthy brand identity:
The brand's mission
The brand's personality
The brand's product concept
The brand's style, tone, visual, and verbal guidelines
Targeted brand activation:
- Development of significant signature actions and stories
- Establishment of an extraordinary culture
- Creative and mission-driven marketing that captures attention, generates publicity, and wins fans
Benefits
External partner ensuring a high level of expertise in all aspects of building the unique brand
Inspiration, motivation, and engagement of the marketing department in both strategic and creative work
Unwavering focus on building the brand differentiation that can break through to new customers, markets, and product categories
Strategy process with a focus on growth, vision, and differentiation
If you need help developing a strategy that is not just an action plan with small improvements.
Many strategy processes culminate in mere action plans, often featuring incremental improvements. However, to foster substantial growth within a company, a strategy must transcend convention. It necessitates bold, innovative thinking, challenging the status quo, and embracing novel approaches throughout the development journey.
Content
In collaboration with the company's management, I design an individual strategy process with the following content:
- Kick-off session that provides an overview of the working process, motivation, and good energy in the participant group
- The strategy process takes place over 2-4 workshops with the leadership group and 2-4 working meetings with the company's management
- The work includes the development of a completed growth and brand strategy that is able to accelerate the company's growth
- The strategy process concludes with a detailed plan for implementation work.
Benefits
- External driving force that takes responsibility for preparing and conducting the strategy process as well as planning an effective implementation of the strategy.
- Strategy expert who ensures the right professional content and level of work.
- Strategic creativity that ensures the strategy is visionary and provides the necessary foundation for creating growth.
Workshop that maps out the company's hidden growth potential
If you need help identifying new business opportunities
Too many companies think too short-term and therefore do not invest enough resources in developing the future business. One of the reasons is that they have not identified their full growth potential. You can't invest in developing future business opportunities if you can't see, sense, or understand them.
Content
In the workshop, we will create a new common understanding of the company's business opportunities in both the short and long term:
We need to understand the need to locate and unlock new potential
Future society, zeitgeist, technology, competitors, and market
The company's expected future relevance, competitiveness, and growth
Management's level of comfort and conservatism
Locating the company's full potential
The company's false core (the static self-understanding that prevents us from seeing the potential)
The company's true core (the dynamic self-understanding that enables us to see the potential)
Definition of brand potential (differentiation and relevance that we can capture in the market based on the true core)
Definition of growth potential (new business opportunities in the short and long term based on the dynamic self-understanding and brand differentiation)
Benefits
Timely understanding of the need to carry out a business transformation
Mapping out the hidden growth potential serves as the obvious (necessary) kick-start to a new strategy process
Establishment of new energy, optimism, and vision for the company's development in the management group
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#cases
Cases
#journal
LEARN TO STAND OUT FROM THE CROWD
Escape The Herd is an exclusive, irregular newsletter offering real-world tips and tricks for brand differentiation.
Latest articles
#track-record
Track record
From Brand Differentiation
To Business Growth
KK Wind Solutions
Results
- Global brand presence
Transformation from a one customer-one industry company to multiple customers and industries.
Revenue increase from 1 bill. dkk to 6 bill dkk.
Profitable exits: (Maj Invest to Solix) (Solix to AP Møller Holding).
Tasks
- Innovative sparringpartner of growth strategies (2023, 2025 and 2030).
- Key note speaker at internal global strategy kick-off’s.
- Creator of new name (KK Electronics > KK Wind Solutions).
- Creator of new unique brand identity.
- Co-creator of new system supplier concept (We innovate to integrate).
- Continous innovation of brand and culture activities.
itm8
Results
Global brand positioning.
Part of leading the strategic transformation from a local company of 25 employees to a global company of 2.000 itm8’s.
Profitable exits: (Adelis Equity to hg Capital) (hg capital to Axcel).
tasks
Creator of new name (ITR Group > itm8).
Creator of strategic narrative.
Creator of unique brand identity.
Innovative part of the team leading the strategic transformation.
Key note speaker at internal global strategy kick-off’s.
Continous innovation of culture and brand activation.
Bravo Tours
Results
From suspension of payments to a double-digit million profit in 2023.
Profitable exit (Primo Tours Group).
tasks
Development of launch campaign in 1998.
Continuous strategic sparring and creative concept development.
Development of new unique brand identity and communication platform in 2022.
IT Relation
Results
Acceleration of growth from 25 employees to 1.000 employees.
Profitable exit’s: (Adelis Equity to hg Capital) (hg Capital to Axcel).
tasks
Development and implementation of a unique brand identity and culture as a driving force for growth (Everyday IT Superheroes + No Problem culture).
Development and implementation of rebranding ”closer to customers” focusing on winning bigger clients.
Continous innovation of culture and brand activation.
Innovative part of the team leading the strategic transformation.
Key note speaker at internal global strategy kick-offs.
Leading internal strategy workshops.
Dinesen
Results
- Top and bottom line growth 2014-16 (all time high).
tasks
Leading strategic transformation (from wooden floors to design partner).
Development of unique sub-brands and collaborations.
Continuous strategic sparring and creative concept development.
DK Company Vejle
Results
- Acceleration of growth in the following brands: Blend, Casual Friday, B-Young, Fransa and Pulz Jeans.
tasks
Leading brand transformation for the overall brand portfolio.
Developing and implementing unique brand identities.
Creative brand activation.
Generaxion
Results
Global brand positioning.
Merger of 9 Nordic companies into one new common Northern European brand.
Acceleration of growth, ready for exit.
tasks
Development of brand name.
Development of unique brand identity.
Development of the employer branding concept (Generaxion.Anywhere).
Development of name and identity for marketing app (OP'N).
Development of strategy book for use in strategy communication and implementation.
Leading strategic transformation.
Continuous innovative brand activation and culture building.
Keynote speaker at internal global strategy kick-offs.
Leading internal strategy workshops
JBS Of Denmark
Results
Successful launch of new sub-brand.
tasks
Development of brand name (JBS of Denmark.)
Development of brand identity (Designed to Relax).
Development of concept for colab with Mads Nørgaard.
Selfmade
Results
Brand and business model prepared for global expansion.
tasks
Development of name.
Development of unique brand identity.
Leading strategic transformation.
Continuous innovative brand activation and culture building.
Keynote speaker at internal global strategy kick-offs.
Leading internal strategy workshops
FC Midtjylland
Results
Strategic transformation from football club to professional company.
tasks
Co-Creation of the 2025 strategy.
Development of unique brand identity.
Co-Creation of subbrands (The Goldmine).
Continuously innovative building of brand and culture.
Board member (2018 – 2022).
Ball Group
Results
Strategic transformation to northern European market leader in "curvy fashion".
Acceleration of growth.
Profitable Exit (Axcel to Findos).
tasks
Revitalization of the brand from plus-size clothing to "curvy fashion".
Development of sub-brands (Zay, Black Label).
Leading strategic transformation.
Continuous innovative development of brand and culture.
Blend
Results
Global brand repositioning.
Expanding into new customer segments and countries.
tasks
Development of unique brand identity (Only for the real rich, rich in what matters).
Innovation of (upcycled denim) subbrand (ReBlended).
Leading strategic transformation.
Continuous innovative brand activation and culture building.
Keynote speaker at internal global strategy kick-offs.
Leading internal strategy workshops
BLACKBIRD AIR
Results
- Successfull rebranding as a mission-driven private jet brand.
tasks
Development of unique brand identity (Offering you peace of mind).
New website.
Leading internal strategy workshops
#books
books
How to save success
from failure
Check in and change the destiny of your company
A practical guide to brand transformation
#about
about me
I am a creative brand strategist helping companies to escape the competitive herd.
I work with brave leadership teams to fight the status quo, rethink strategies, and create unique brands with the power to accelerate growth.
I take on the role as the innovative driving force in close collaboration with your organization and other external partners, never losing sight of brand differentiation and business growth in the creative process.
I have carried out successful brand transformations in companies such as Ball Group, BLACKBIRD AIR, Blend, Bravo Tours, Dinesen Floors, DK Company, FC Midtjylland, Generaxion, itm8, IT Relation, KK Wind Solutions, and Selfmade.
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Henrik Hyldgaard
© 2024
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