What is the key to creating brands that truly inspire people?

00:01:12 – Henning Klimczak and his recognition as 'Creative of the Year' by the German Brand Award

00:02:59 – Brands as decision-making aids and emotional anchors

00:04:47 – Why a brand’s stance alone isn’t enough – the example of Fritz Cola

00:07:12 – Does a brand need to take a stance in order to stand out?

00:08:30 – The story behind the founding of Sherpa Design

00:15:05 – How Sherpa develops brands

00:19:14 – From identity to design: brand compass, brand persona and tone of voice

00:21:22 – German Red Cross case study: NGOs, volunteering and a strong sense of identification as a challenge

00:27:53 – How to overcome internal scepticism

00:29:17 – AI as a new tool

00:33:02 – How Sherpa uses AI in practice

00:34:34 – The most moving project case study

00:39:25 – What’s next?

00:40:56 – What is Klimczak’s own ‘summit’?
 

Brands as a decision-making aid: For Henning Klimczak, strong brands are, above all, a source of everyday guidance. They help people make decisions, not because they are loud, but because they clearly communicate their values. In this context, a brand’s ethos is not just an added bonus, but the foundation for differentiation and trust.

Identity comes from within: Brand-building does not begin in the boardroom, but within the company itself. Sherpa conducts in-depth interviews and observations, and holds discussions with staff at all levels, in order to uncover a company’s ‘magic’ and translate it into design and communication.

Participation builds loyalty: The greater the emotional connection people have to a brand, the more important a participatory change process becomes, whether the organisation is a corporation or an NGO. The German Red Cross demonstrates just how far-reaching brand-building can be when it involves hundreds of thousands of volunteers.

AI as a tool: AI can democratise access to design, but it often leads to arbitrariness in the process. Klimczak’s response is that it is clarity, not quantity, that matters. Those who understand a brand's purpose can use AI effectively. Those who do not simply generate more noise.