Customer Project
PROJECT
Goldschmaus is one of the leading companies in Germany’s meat and food industry. With deep roots in agriculture, the highest quality standards and an exceptional community of producers, the company already had a strong foundation. At the same time, markets, customer requirements and societal expectations were changing. In addition, the entire meat industry has been under critical public scrutiny for years. For Goldschmaus, the challenge was therefore not only to define a clear positioning, but also to make the company’s own identity and distinctive origins more visible. The central question was: How can origin, responsibility and the future be brought together to create a shared strategic direction for the company?
CHALLENGE
Goldschmaus already had clearly defined values, committed farmers and high-quality products. What was missing was a shared sense of direction that consistently translated these strengths into decisions, communication and brand management. At the same time, the brand was affected by the negative public perception of the meat industry – even though this generalised criticism did not reflect Goldschmaus’ actual standards and practices. Its commitment to the highest standards of quality and animal welfare presents a very different picture from that of the industry portrayed in public debate. The aim, therefore, was not to create a new identity, but to establish a shared leadership framework that clearly communicates to employees, partners and customers what Goldschmaus stands for – while making the particular responsibility of the people behind the brand visible, both internally and externally, with clarity and confidence.
STRATEGIC INSIGHT
In joint workshops with the management team and senior executives, one thing became clear: Goldschmaus does not simply sell meat products. The company builds trust in high-quality food with transparent origins, produced with a strong sense of responsibility towards agriculture, people and animals. The existing guiding idea, “DIE MARKE DER BAUERN”, captured this ambition perfectly. Together, we developed it further into a strategic principle for the company – providing a foundation for leadership, decision-making, product development and communication. Origin was not understood as a marketing tool, but as a credible foundation of the business. Precisely because farmers are not associated with the negative perceptions surrounding the industry in the public debate, it became clear that the people who actually carry this responsibility should be placed at the heart of the brand.
SOLUTION
The guiding idea “DIE MARKE DER BAUERN” was systematically translated into a company-wide leadership and brand system. This created a shared foundation for decision-making, communication and the entire brand experience. The aim was to establish a clear counterpoint to the generalised criticism of the industry and to present Goldschmaus as the company it truly is: responsible, modern and essential. Farmers were deliberately placed at the heart of the communication as credible representatives of the brand.
This included:
– Strategic positioning
– Refinement of the guiding idea “The Farmers’ Brand”
– Development of brand principles
– Brand identity and communication system
– Development of a consistent brand world
– Brand Compass as a leadership tool
– Foundation for company-wide implementation
IMPACT
DIE MARKE DER BAUERN is now far more than a message. The guiding idea serves as a shared point of orientation for leadership, product development, communication, employer branding and corporate culture. It connects heritage with the future and quality with responsibility, while providing a clear direction for business decisions. At the same time, it strengthens appreciation for the employees and farmers whose work forms the foundation of the company.
The result was not a new brand, but a shared understanding of how Goldschmaus acts, makes decisions and positions itself in the market. By placing farmers as responsible actors at the heart of the communication, Goldschmaus was able to create a credible counterpoint to the negative public perception of the industry. As a result, Goldschmaus is now more clearly recognised for what it truly is: a responsible, modern and high-performing company. Because strong brands are not created through communication alone. They emerge when a shared mindset shapes the way a company thinks and acts.
Your Contacts for the Goldschmaus Project
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