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HENKEL BRAND

We are transforming and moving forward.

Our purpose sits at the heart of our strategic agenda for purposeful growth. It shapes and guides our transformation. At Henkel, we lead the way to reimagine and improve life every day. Today and for generations to come. Through our innovative and sustainable brands and technologies, across our teams around the world. 

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Purpose

Our purpose expresses what unites all of us at Henkel: Pioneers at heart for the good of generations. 

We are a diverse team of more than 52,000 colleagues around the world, striving to enrich and improve life every day through our products, services, and solutions. Our purpose is built from our roots and carries a long-standing legacy of innovation, responsibility, and sustainability into the future.

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Brand positioning

Based on our purpose, our brand positioning defines who we are and what we stand for. 

At Henkel, we lead the way to reimagine and improve life every day. Leading the way – this is what pioneers do, this is what we do. In reimagining and improving life every day, we contribute to the “good of generations”. Through our innovative and sustainable brands and technologies, across teams around the world. For all our stakeholders. Every day. Our new brand positioning unites our heritage and ambition going forward: engaging people to shape a purposeful future with us and driving progress, while building on our core strengths. 

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Brand actions

The brand actions describe what we do to fulfill our role and live up to our purpose:

Brand experience

The brand experience describes how it should feel when interacting with our brand:

Demonstrate how we contribute to improving ­people’s lives today and for generations to come
Inspire people to engage in shaping a purposeful future
Build trust and confidence by ­delivering excellence and exceeding our stakeholders’ expectations
Progressive, confident & determined
Welcoming, engaging & positive
Substantial, reliable & focused

 

Brand architecture

Our brand architecture provides a clear framework for the strategic relationships between the Henkel brand, our business units and functions, product brands and initiatives. 

On company level, we pursue a single brand strategy with Henkel as our core brand. We follow an integrated brand architecture to create long-term value for Henkel. 

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Company brand

The Henkel brand lies at the heart of our company and represents our entire organization. It is the core brand of our brand architecture. Having a strong corporate brand increases the valuation of the company, serves as uniting orientation for employees, and is a long-term asset exceeding the lifespan of a company’s products.

The Henkel brand is used in all communications and its brand design is applied consistently across all internal and external touchpoints.

Functions

Our functions enable, support, and steward the organization and its businesses through their respective field of expertise and can have their own function-specific mission.

The functions are an integrated part of the Henkel brand, which is applied to all communications, designs and branding. A function logo will not be used, nor will the function’s name be written directly next to the Henkel logo. For more information, please consult the Brand Architecture Guideline.

Business units

Our business units represent the core business of Henkel. Expressed by their business-specific mission, the business units communicate their strengths and expertise to shape and expand Henkel’s image.
 
The business units are an integrated part of the Henkel brand, which is applied to all communications, designs and branding. The business unit’s product brands may or may not associate themselves with the Henkel brand in their marketing communications. A business unit logo will not be used, nor will the unit’s name be written directly next to the Henkel logo. For more information, please consult the Brand Architecture Guideline.

Associated brands

Associated brands are highly specialized entities (e.g. venturing) that require a more distinct appearance. They are clearly linked to the Henkel brand but have their own logo. They have their own value proposition and distinctive target groups that are different from the Henkel brand yet credibly support the Henkel purpose.

Product brands

Product brands may or may not associate themselves with the Henkel brand in their marketing communications.

Initiatives

Initiatives, events and communication help us to share information and engage with people inside and outside of our organization. As they contribute to shaping the image of the Henkel brand and our product brands, we avoid making them appear as independent brands.

To ensure overall consistency, every communication, initiative or event on Henkel, business & functional level uses the Henkel brand and brand design by default.

 

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