Fabian Hotz learned to walk among the printing presses of the most successful printing company in Central Switzerland. His father, Victor Hotz, had built it up with great entrepreneurial skill, always striving for more than the next print job. "The customer relationship, that's what I wanted," he once said in an interview. "Not to be dependent on agencies, but to advise customers myself, to design something of value for them and then to realize it."
Fabian shared this philosophy and decided to pursue the goal of becoming his father's biggest client with a design agency he founded himself, thus extending value creation to the phases before the print job. Hotz & Hotz quickly became successful, taking further steps into upstream phases of value creation. Consulting, communications, a digital agency, PR - the company spectrum grew and became the Brand Leadership Circle (link).
Courageously growing beyond the boundaries of one's own business unit, this trait is a central part of our DNA. And an attitude that is also shared by the entrepreneurs who today continue the family and company history with a great deal of heart and soul.
And so it is only logical that Hotz Brand Consultants has developed with great strides over the past 15 years. From a design office to a branding agency. From branding agency to brand consultancy. And from brand consulting to a company for effective corporate and brand management.
The special thing about our development: It always happened in practice. Always together with our clients. And always without losing what we did before. So today we still offer first-class design and have printing presses and other tools of the trade on the lower floors of our company building, with which we support our clients from conception to implementation.
Today, we work with decision-makers who want to use the power of the brand to define and achieve their company's strategic goals. And we advise and accompany them into the next chapter of their company's history as if they were our own companies. With courage, heart and soul, a family culture. And above all: with plenty of entrepreneurial spirit.
Design thinking, product design, industrial design, fashion design, and organisational design. Everything, it seems, is about design these days. What design means, however, is often unclear. A brand designer’s understanding is different to that of an organisational developer.
A main focus for brand managers these days is the Net Promoter Score, NPS for short. They want as many ‘yes’s’ as possible in response to the question ‘would you recommend us?’ The initiatives in the companies that follow the NPS programmes, however, start with the ‘no’. With great effort, analyses are carried out, information is collected and projects are started to combat the reasons for the ‘no’.
For years and decades, it was the epitome of every brand design project, the pride and joy of the agency and the client: the corporate design manual. The reference work by which all those professionally involved with a company's brand should act and think. So much for the theory.
Employees, external partners, agencies. Sooner or later, they all need access to brand design guidelines and assets in order to properly understand, maintain and carry forward a brand’s visual design. Today, difficult access to design assets is a roadblock. Instead, the easier the access, the more efficient and accurate the application of the brand guidelines, and the stronger the impact in the digital world.