How does an idea become a brand that provides direction, builds trust, and can endure in the market long-term? This question was the focus of the 113th 3rd Wednesday at the Centre for Production Technology Dortmund (ZfP) on PHOENIX West.

Around 60 participants came together to discuss brand building, positioning, and corporate identity. It became clear: a strong brand is not created by logo, design, or communication alone. It begins where a company understands the value it provides, who it works for, and what it wants to stand for.

The kick-off was made by Marvin Rosian from Valoon. Using his company as an example, he demonstrated why product and brand must be consistently conceived from the customer's perspective. Particularly with digital solutions, it's not just about what is technically possible, but what actually works in users' everyday lives and creates real added value. Therefore, a strong brand requires not only a good product but also a clear stance: What do we stand for? What problem do we solve? And why is that relevant to our customers?

 

 

Afterwards, it was given Carlo Raphael from the Bergmann Brewery an insight into the revival of a traditional Dortmund brand. The starting point was the acquisition of the brand rights by Thomas Raphael, who found the idea of bringing a real Dortmund beer brand back to life exciting. To preserve the brand, it had to be actively used, and from this pragmatic „just do it“ approach, today's Bergmann Brewery developed step by step into a Dortmund cult brand. His initiative made it clear: brands are never finished. They must be maintained, developed, and constantly infused with new life. Brands show who a company is and what it stands for.

 

To finish, Alicia Helm from Aesthetic socials your company and its services. With her founder pitch, she brought in the perspective of visibility, social media, and aesthetic communication, and showed how companies can professionally present their positioning externally.

Following this, the evening transitioned into open networking. Directly at PHOENIX West, a location that particularly represents transformation, technology and entrepreneurship in Dortmund. Of course, the currywurst couldn't be missed.

 

Many thanks to all the speakers, participants, and our sponsors Dortmund Savings Bank, TK, Founders' Centre the Dortmund Economic Development Agency, DOKOM21 and Marx & Marx.

Outlook: The next 3rd Wednesday will take place on 19.08. at e-port Dortmund. Register now: https://www.tzdo.de/veranstaltungen/sommerfest-im-e-port/