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Brand Gestalt Model

Brand Gestalt-Modell

Andreas Wiehrdt · BrandDoctor, Munich · 2020

Introduction
Eight Modules That Begin With P

Andreas Wiehrdt, a brand strategy consultant in Munich who works under the name BrandDoctor, presented the Brand Gestalt Model in December 2020 (Wiehrdt, 2020a). He developed it over many years of consulting and countless brand workshops, moving from four Ps to six and then eight. The models his clients knew often did not match how he sees brands: some were rigid and dogmatic, others left out parts of a modern, holistic brand (Wiehrdt, 2020a). He does not claim new building blocks, since other brand strategists use similar ones; what is new is the way he puts them together (Wiehrdt, 2020a). The modules can be used selectively, so a client can start with three or four and add the others later. The organic design of the figure is meant to show that a brand is alive and that its parts affect one another (Wiehrdt, 2020a). He took the name from Gestalt psychology: a brand takes shape in people's minds, and as a whole it is more than its parts (Wiehrdt, 2020a).

The Model

Brand Gestalt Model: a circle labelled Brand Gestalt in the middle, surrounded by a ring of eight segments: Point of View, Pedigree, Principles, Properties, Product, Personality, Positioning and Promise
Schematic after Wiehrdt (2020a), slide "The 8 P of Brand Gestalt" (BrandDoctor, Munich, November 2020); module names only, own layout.

Elements

Definitions follow the guiding questions on Wiehrdt's English slide (2020a) and the blog posts in which he explains each module (2020b, 2021a–d, 2024a–b, 2026), paraphrased from German.

Eight Modules

  • 01

    Point of View

    The first module asks: "What is your brand's attitude towards topics that are highly important and relevant to your target group?" (Wiehrdt, 2020a, figure). Not every brand can take a credible stand on every social issue. Brands with broad target groups look to long-term social or environmental issues; brands with clearly defined target groups may take a stance that their own customers share but most people reject. The stance has to be authentic (Wiehrdt, 2020b).

    Harley-Davidson: The brand's clear stance for almost boundless freedom is not shared by every conservative citizen who defers to authority, but it is a stance the brand's own target group sympathises with (Wiehrdt, 2020b).

  • 02

    Pedigree

    The second module asks: "What is the founding story behind your brand? What stories and myths are told?" (Wiehrdt, 2020a, figure). The pedigree sets out where the brand comes from. Like a person's family tree, it gives the brand a home and an authentic story, which can make the brand easier to relate to, more tangible and more interesting (Wiehrdt, 2021c).

    Red Bull: At first the energy drink was not approved for the German market. Young Germans got to know it on skiing holidays in Austria and smuggled it home, bars sold it under the counter, and a myth grew that its ingredient taurine came from bulls' testicles. Wiehrdt, who was on the launch team, sees this myth and the drink's illegality as the foundation of the brand's success (Wiehrdt, 2021c).

  • 03

    Product

    The third module asks: "What kind of products and services should be offered under the brand?" (Wiehrdt, 2020a, figure). The German version adds which iconic product customers should link with the brand (Wiehrdt, 2020a). Such a brand icon works as a pars pro toto (a part standing for the whole): one product, or a few, that embody key traits of the brand, reduce the complexity of a wide range and charge the brand's other products with its values (Wiehrdt, 2021a).

    Burberry: Burberry is known for its trench coat, yet it sells some 5,000 other items. The coat stands for high quality of material and workmanship, and for permanence, tradition and an upscale, luxurious lifestyle. These traits automatically rub off on every other Burberry product (Wiehrdt, 2021a).

  • 04

    Personality

    The fourth module asks which personality the brand should radiate and which human characteristics it should be given (Wiehrdt, 2020a, figure). A clearly defined brand personality builds an emotional bond with customers, sets the brand apart from competitors and keeps its communication consistent (Wiehrdt, 2024a).

    Coca-Cola: The brand is described as cheerful, sociable, approachable and optimistic. It stands for moments of happiness, refreshment and togetherness (Wiehrdt, 2024a).

  • 05

    Principles

    The fifth module asks: "What is the higher meaning, the purpose of your company? Which guiding principles and which values shape your actions?" (Wiehrdt, 2020a, figure). This is also the place for the "why" or purpose: the entrepreneurs' vision, the mission and the most important values that are to guide future decisions. If a company runs several brands, its principles can differ from those of its brands (Wiehrdt, 2021b).

  • 06

    Properties

    The sixth module asks: "What iconographic elements shape the perception of your brand? Which images form the brand experience?" (Wiehrdt, 2020a, figure). Such distinctive elements, also called brand assets, include symbols, logos, colours, sounds, characters and brand ambassadors. To count as a brand property, an element has to be unique, conspicuous and well known in the target group (Wiehrdt, 2024b).

    McDonald's: At two and a half, Wiehrdt's daughter reliably announced a McDonald's restaurant by the roadside as soon as the golden letter M came into view. A Dutch study found that two-year-olds already recognise the symbols of eight to twelve brands on average (Wiehrdt, 2024b).

  • 07

    Positioning

    The seventh module asks which place the brand should occupy in the minds of customers and how it will stand out from competitors (Wiehrdt, 2020a, figure). A strong positioning also makes clear what the brand is not and whom it is not meant for (Wiehrdt, 2026).

    Mini and Volvo: A Mini targets people who see driving as an experience rather than a way to get from A to B; a Volvo targets people who put their family's lives above the fun of driving. Both are profitable. The reason is not better build quality but that each knows whom it is not built for (Wiehrdt, 2026).

  • 08

    Promise

    The eighth module asks: "What relevant value proposition does the brand want to give its customers?" (Wiehrdt, 2020a, figure). The promise is more than a list of benefits. It describes how the brand solves an important customer problem in a way the competition cannot, and so becomes its unique selling point (Wiehrdt, 2021d).

    BrandDoctor: Wiehrdt states his own promise as helping brand decision-makers (target group) to grow profitably with strong brands (challenge) by giving them unique tools for jointly building the foundation of a promising brand strategy (promise) (Wiehrdt, 2021d).

Source

  1. Wiehrdt, A. (2020a, December 10). Mit Neuem Markenbaukasten Marken Schneller Entwickeln und Optimieren [Developing and Optimising Brands Faster With a New Brand Construction Kit]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/mit-neuem-markenbaukasten-marken-schneller-entwickeln-und-optimieren
  2. Wiehrdt, A. (2020b, December 18). Sollen Marken Stellung Beziehen zu Gesellschaftlich Relevanten Themen? [Should Brands Take a Stand on Socially Relevant Issues?]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/sollen-marken-stellung-beziehen
  3. Wiehrdt, A. (2021a, January 13). Habt Ihr die Ikone Eurer Marke Schon Gefunden? [Have You Found the Icon of Your Brand Yet?]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/habt-ihr-die-ikone-eurer-marke-schon-gefunden
  4. Wiehrdt, A. (2021b, February 22). Das Leitbild – Leuchtturm für Alle Entscheider an Bord der Marke [The Mission Statement – A Lighthouse for All Decision-Makers on Board the Brand]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/principles
  5. Wiehrdt, A. (2021c, January 11). Wie ein Guter Stammbaum Marken zu Mehr Erfolg Verhilft [How a Good Pedigree Helps Brands Succeed]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/wie-ein-guter-stammbaum-marken-zu-mehr-erfolg-verhilft
  6. Wiehrdt, A. (2021d, April 27). Wie Formuliert Ihr das Einzigartige Nutzenversprechen für Euer Angebot? [How Do You Formulate the Unique Value Proposition for Your Offer?]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/promise
  7. Wiehrdt, A. (2024a, June 3). Emotionale Nähe zu Euren Kunden und Differenzierung mit der Markenpersönlichkeit [Emotional Closeness to Your Customers and Differentiation Through Brand Personality]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/was-ist-eine-markenpersoenlichkeit
  8. Wiehrdt, A. (2024b, July 2). Pars pro Toto – Wie Ihr Über Kuratierte Brand Properties die Wiedererkennung Eurer Marken Erhöht [Pars pro Toto – How Curated Brand Properties Make Your Brands Easier to Recognise]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/brand-properties-2024
  9. Wiehrdt, A. (2026, July 9). Warum Starke Marken Nein Sagen – und Schwache Es Nicht Können [Why Strong Brands Say No – and Weak Ones Cannot]. BrandDoctor. Retrieved October 7, 2026, from https://www.brand-doctor.net/blog/positioning

Part of the Brand Identity Model Atlas. The atlas underpins the Brand-Building Canvas: a practical one-page brand identity and strategy framework for building, auditing, and repositioning brands. Download the PDF or PowerPoint template, or compare all brand identity models in the overview.