Imagine your company has developed an exciting innovation. You're eager to take the market by storm. You launch it with all the bells and whistles. And then… nothing happens. How is that possible? Well, chances are you either thought about your go-to-market strategy and the new product branding too late or too little.

The perfect link between innovation and branding
This blog was partly inspired by the Innovation Strategy course by Geert Vanhees (4Growth). I was particularly struck by the parallels between innovation strategy and branding.  A strong innovation strategy consists of several key elements that perfectly align with a solid brand strategy and identity. If we take a closer look, we see how the two are inseparably connected:

• Strategy and innovation
  Just like an innovation strategy, a brand strategy must be clear and focused. Both processes begin with a strong vision and mission, serving as a guiding principle for all future decisions.
  
• Culture and innovation
  A strong brand culture enhances consistency and recognition. Brands with a clear identity and values can embrace and integrate innovation more easily.
  
• Opportunities and customers
  Customer co-creation is crucial for both strategies. Customers provide valuable insights that strengthen both innovation and brand development.
  
• Choices and investments
  Investments in innovation are inherently strategic, planned with a long-term perspective. Similarly, brands invest in initiatives that contribute to sustainable growth.
  
• Projects and results
  Both innovation projects and branding initiatives require careful management and execution to ensure success. This demands a structured approach and continuous evaluation.

Analytical and strategic methods
Both innovation and branding benefit from strategic models that provide direction.

• The Ashridge Mission Model helps formulate a clear mission and vision.
• The Value Discipline Model (Tracy & Wiersma) refines strategic focus.
• The Value Proposition Canvas aligns product development with customer needs.
• Trend research ensures that both innovation and branding strategies remain relevant and future-proof.

Conclusion
Brands are of strategic value to businesses. A strong brand strategy and identity form the foundation for success, just as a well-thought-out innovation strategy does for new developments.

By allowing branding and innovation to go hand in hand, you can not only enter new markets but also build long-term, meaningful relationships with your customers.

Interior studio. Design store. Art gallery. Juhla does a lot—a whole lot. As if that weren’t enough, owner Dorien Boven is also the expert in this year’s season of the TV show Blind Gekocht. In this interview, she talks about the impact of Juhla’s rebranding. “You are truly dedicated to your craft—you can feel it in everything.”

Why did Juhla need a rebranding?
We designed our previous logo ourselves, but it no longer matched the image we wanted to project. On top of that, we were about to move into a larger space. A professional rebranding was necessary to take that step.

What was your first impression of the proposal?
We weren’t presented with just one, but three different identity concepts. This concept immediately stood out to us. The new identity is trendy, catchy, and to the point. It aligns perfectly with our values and vision. We did have to get used to the bold red color, but after testing other options, we were 100% convinced.

How did your customers react?
We received a lot of positive feedback. The rebranding fits beautifully in our new store space. We also notice that the new look resonates well on social media. It’s hard to say if this has directly led to more customers, but we do see clear growth, and business is going well.

What did you appreciate about our approach, and what could be improved?
You radiate expertise and truly understand your craft. We expected a great result—and we got one. The fact that you are also wonderful people makes working together even more enjoyable. What could be improved? Perhaps even more guidance in the execution phase? But of course, that’s also a budgetary decision.

Would you, Lex & Turner, now recommend RCA Brandstudio?
We already have—multiple times. So, yes. 🙂
Seeing is believing.