“The perfect solution for everyone.”
This statement leaves out its audience, use and limitations. That makes it difficult to assess.
Brand knowledge / messages / design
One clear idea.
Many good
expressions.
Advertising becomes clearer when it says something specific. HBM Werbung treats positioning, language and design as interconnected crafts. This independent brand journal makes decisions tangible through text comparisons, short briefing exercises and criteria for a recognisable presence.
Find the core01 / Positioning
What becomes easier, and for whom?
Positioning describes a relevant task, an understandable offer and a distinctive perspective. “We stand for quality” says little that is different. Be specific about what quality means in a particular situation: for example, clear documents, helpful selection guidance or careful coordination. Claims should be supported by evidence and match the scope actually offered.
Working formula: For people in a particular situation, we explain a specific subject in a way that makes a concrete decision easier. This formula is a thinking tool, not a finished advertising slogan.
02 / Message workshop
Make a claim or explain?
“A guide to your first print order.”
The subject and situation become clear. Readers can judge its relevance for themselves.
“Clarify the format, file and paper first.”
The benefit is expressed as a real task, without an exaggerated promise.
These three lines are editorial examples. In an actual brief, check each statement against the offer, evidence and expectations. Brevity only helps when it retains the context that matters.
03 / Recognition
Rules create room to explore.
A visual system need not make every page look alike. It defines which characteristics belong together: proportions, imagery, contrast, word spacing and the role of an accent colour. A small, clear set of rules is often easier to apply reliably than an elaborate manual that does not work in everyday practice.
Test the system with a long title, a narrow mobile view and a text-only document. If the hierarchy holds up there, it is more robust than a single attractive cover image. Logos should also remain recognisable at a small size.
04 / The channel changes the task
A poster is not a reduced-size brochure.
In a fleeting encounter, a message needs a different opening from an in-depth guide. Start with the moment of use: how much time is available? What do readers already know? What next step is appropriate? Only then decide the amount of text, format and design. A consistent brand can speak in different ways while keeping its underlying stance recognisable.
- Is the main message clear without supporting text?
- Is the sender identified clearly and truthfully?
- Does the call to action suit the reader's level of knowledge?
- Are important limitations easy to find?
05 / The compact brief
Five sentences before the first design.
Describe the starting situation, audience, communication task, reliable evidence and desired response. Add any assumptions that remain open. This short brief gives the design direction without prescribing its solution. Then assess a draft against those tasks, rather than only against immediate personal preferences.
Develop a message further
Which sentence is still too vague?
Questions about positioning, language or a communication brief are welcome by email. Describe the audience, situation and statement that needs to become clearer. A short example sentence in your own words is often enough to put the idea in context. Confidential client briefs and campaign materials awaiting approval should remain with the people involved.
