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Katja Möller
DEEN
Katja Möller walks along a pale path on a rocky coast beneath a wide, cloudy sky.

Brand Strategy & Creative Direction

Clear direction for complex brands.

Complex offerings, multiple audiences or a new business direction: I help you clarify your positioning and turn it into practical decisions about your offering, communication and design.

Selected clients

  • RealUnit
  • virtualQ
  • Ludwig-Maximilians-Universität München
  • STG
Typical situations

When the value of your offering is hard to explain.

A strong offering whose value does not yet come across.

Plenty of activity, but no shared direction.

New decisions without a clear basis.

My approach · Brand Compass

Brand as a guide
for business decisions.

For me, brand sits at the heart of how a business operates. The role it plays in people’s lives guides which offerings a company develops, which priorities it sets and how it acts.

Which offerings are right for us?What takes priority?How do we act and communicate?

My Brand Compass makes these connections visible. It links the brand role to concrete decisions and to the experience they create. Internally and externally. Trust grows when a brand’s promises, actions and people’s actual experiences align.

Brand Compass At the centre is the Brand Role and the question of what role the brand plays in people’s lives. It sets the Direction. Four fields follow from it: Attention, with Communication, Performance and Content. Expression, with Design, UX and Language. Relevance, with Audience, Positioning and Pricing. Decision, with Product, Portfolio and Priorities. These are surrounded by Experience, the experience across all touchpoints, and on the outside by Trust among Clients, Partners, Talent and Public. TRUST EXPERIENCE AttentionRelevanceDecisionExpression DIRECTION Brand Role
Brand Compass At the centre is the Brand Role and the question of what role the brand plays in people’s lives. It sets the Direction. Four fields follow from it: Attention, with Communication, Performance and Content. Expression, with Design, UX and Language. Relevance, with Audience, Positioning and Pricing. Decision, with Product, Portfolio and Priorities. These are surrounded by Experience, the experience across all touchpoints, and on the outside by Trust among Clients, Partners, Talent and Public. TRUST EXPERIENCE AttentionRelevanceDecisionExpression DIRECTION BrandRole
Brand Compass

The model in detail

Brand Role
What role does the brand play in people’s lives? This question is the starting point for the direction of the business.
Direction
The shared strategic direction. It translates the brand role into criteria for decisions across the four fields of action.
Attention
Communication · Performance · Content
How does the brand reach people and draw attention to its offering? This covers communication, content and targeted outreach through the right channels.
Relevance
Audience · Positioning · Pricing
Who is the offering relevant to, and why? This is about audiences, positioning and pricing.
Decision
Product · Portfolio · Priorities
Which offerings does the business develop, and what takes priority? The brand role guides decisions on products, portfolio and priorities.
Expression
Design · UX · Language
How does the brand express itself? Design, user experience and language make its direction recognisable and tangible.
Experience
The experience across all touchpoints
What do people actually experience in their dealings with the business? This is where the effects of the four fields of action come together, across all touchpoints and over time.
Trust
Clients · Partners · Talent · Public
Trust can grow when promises, actions and actual experience align. This applies to clients, partners, employees and the public.
How I work

From insight to decision. From decision to experience.

  1. 01

    Understand the bigger picture

    I analyse your offering, positioning and communication and bring contradictions and untapped potential to light.

    OutcomeA shared view of where you stand.

  2. 02

    Set the direction

    Using the Brand Compass, we define positioning, brand role and priorities.

    OutcomeClear criteria for decision-making.

  3. 03

    Bring the strategy to life

    I translate the strategy into concepts for communication and design and lead the creative work.

    OutcomeClear guidelines against which the execution can be measured.

Services

Strategic clarity. Creative leadership.

Brand Strategy & Creative Direction

When a business is repositioning or wants to develop its strategy and brand presence together.

Outcomes

Positioning · Brand role · Communication and design concept

Strategic assessment

When you need to understand what is holding your business back and where to focus next.

Outcomes

Analysis · Priorities · Recommendations

Strategic advice & ongoing support

When specific decisions are coming up or an existing brand strategy needs to evolve.

Focus areas

An outside perspective · Informed feedback · Shared decisions

Discuss your project

A good fit if …

  • your offering can do more than people currently see.
  • you are facing a repositioning and want to make well-founded decisions.
  • you are willing to question existing assumptions.
  • you want to develop strategy and design together.

Not the right fit if …

  • you are only looking for someone to execute a finished brief.
  • you have already decided on the solution and are looking for someone to validate it.
  • you want a new look without discussing content and direction.
Katja Möller in dark clothing on a coastal path, smiling and looking down.
About

I want to understand before I design.

I’m Katja, a brand strategist and creative director. I’m interested in the points where things get stuck: when a good offering is hard to explain, when decisions lack a shared foundation or when a company’s presence no longer does it justice.

I ask questions, bring different perspectives together and develop a direction that holds up in day-to-day work. In communication, in design and in the decisions behind them.

Professional experience
20+years
self-employed
16years
Vocational training
Media designer for digital and print media
Degree
Advertising and Market Communication
Stuttgart Media University (HdM)
Specialising in strategic planning
Contact

Let’s talk about your project.

Tell me briefly about the challenges your business is facing and what you would like to change. We can then arrange an initial conversation to explore whether working together would be a good fit.

mail@katja-moeller.net