[x-cloak] { display: revert !important; } This website requires Javascript for some parts to function properly. Your experience may vary.

Brand Consultation & Strategy

Our solutions are growth-driven, robust, and always aligned with your business objectives, our strength in the ever-changing technology landscape.

Employer

Branding

Sustainable

Communication

Branding

for startups

Brand Identity

Brand identity represents what a brand stands for, and its understanding of users is crucial for its success.

Employer

Branding

for startups

Brand Communication

Brands need empathy. To engage with the target audience, one must understand them, address their needs, desires, and challenges – the foundation of effective communication.

Employer

Branding

Sustainable

Communication

Branding

for startups

hello@synbrand.de

T: +49 89 32 66 73 47-0

July 4, 2025 - 3 Min Read In defense of the brand

Brand – the invisible leader in your company?

A brand is not an accessory. Not a logo. It is a leadership tool.
In times when technological innovation and global uncertainty go hand in hand, orientation is essential – for customers as well as for employees. High-tech companies in particular often find themselves on unfamiliar ground: conscious, strategic brand management.

Yet those who want to build trust and achieve differentiation in complex markets cannot avoid it.

Why brand management is a C-level priority for high-tech companies:
The brand as a strategic asset

It is no coincidence that consultancies like PwC, McKinsey, and BCG focus heavily on brand. PwC’s latest Brand Study 2024 (“The Brand as an Anchor of Corporate Sustainability”) shows:

80% of executives rate brand as critical to business success.
The share of intangible assets – brand, patents, customer loyalty – continues to grow.
Within five years, these are expected to account for 67% of total value creation.

These figures make one thing clear: brand must be systematically developed, managed – and above all, lived.

Communication as the translator of strategy

Technology alone does not convince. It has to be understood. Especially in the high-tech sector, it is crucial to translate complex content into clear, relevant messages. This is where the brand comes into play – as the connecting narrative between technology and people.

Brand has a double impact:

Externally: it builds trust with customers, investors, and partners.
Internally: it creates meaning, pride, and orientation for teams and talent.

Studies by BCG (“Bold AI Ambition for B2B Marketing, Sales, and Service,” 2024) show:
Many B2B companies still communicate too product-centered and thus miss the opportunity to leverage their emotional and cultural impact.

Rethinking marketing: from executor to strategic partner
In many tech companies, marketing still plays an operational role – responsible for events, trade fairs, brochures. But the reality is different:

Marketing is steering. And brand is the operating system for it.

According to McKinsey (“Five fundamental truths: How B2B winners keep growing,” 2024), the so-called Growth Triple Play – the interplay of marketing, sales, and product development – is one of the strongest growth drivers in the industry.

Those who involve marketing from the very beginning benefit from:

Faster market penetration
Stronger customer loyalty
Clearer market positioning

Brand must be a leadership priority – especially in technology-driven markets
At SYNBRAND, we are convinced: brand management belongs in the boardroom. Not as a cosmetic add-on – but as a central element of corporate responsibility. Those who actively shape it can translate their technological innovation power into a brand message and market presence that is both clear and powerful.

Because excellent corporate design – what becomes visible on the outside – is not the starting point but the result of strong brand management. It is the echo of a positioning that is understood and lived at the core. By developers as much as by sales. By top management as much as by customer service.

Brand is not optional. It is a competitive advantage.

It makes complexity understandable.
It builds trust with stakeholders.
It strengthens identity and cohesion.
It distills technological expertise into clarity.

The good news: it’s never too late to rethink your brand – but it is high time to stop treating it as secondary. This requires clarity. The will to lead. And a team that connects strategy, culture, and communication.

That is exactly our approach at SYNBRAND.
We help companies put their brand where it belongs: at the center of corporate decision-making. Together, we develop the foundation on which positioning, internal identification, and external relevance can grow sustainably – with sensitivity for technology, organization, and cultural change.

Author: Johannes

Johannes brings plenty of motion to SYNBRAND – as Team Lead, Head of Strategy and Operations, and as a passionate triathlete. Our clients benefit just as much from his extensive agency experience. For the disciplines of meeting marathons and organizational athletics, we award him the gold medal.

Want more?

The digital world never stands still. Just as diverse and multifaceted as the disciplines of B2B marketing are, so are the topics that drive us. Let our brand fuel inspire you.