The Henkel brand unites our heritage and ambition going forward: engaging people to shape a purposeful future together with us and driving progress, while building on our core strengths.
A strong corporate brand provides orientation, creates unity, enables differentiation, and conveys emotion. It expresses who you are, what you do, and what you stand for. This is why a strong and globally recognizable corporate brand is so important - not only to the company itself, but for all its stakeholders.
Consumers are turning towards brands that serve a purpose beyond the product’s pure performance. Customers and suppliers value a partner with financial stability and a broad spectrum of brands, technologies and expertise associated with the corporate brand. And it is also important to employees: They want to work for a renowned company with an excellent reputation where they can develop their skills and shape exciting careers. Finally, a strong brand has a positive impact on a company’s valuation and mitigates reputational risks. As a long-term asset, such as the Henkel brand with a legacy of more than 145 years, the corporate brand also exceeds the lifespan of a company’s products.
The Henkel brand positioning is deeply rooted in our company purpose “Pioneers at heart for the good of generations” – and 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 brand expresses our long-standing legacy of innovation, responsibility, and sustainability – and takes it into the future.
To live up to our role and fulfill our purpose, every interaction and communication is guided by clear intent and shared aspiration: to build trust and confidence, inspire people, and demonstrate our contribution – today and for generations to come.
The diversity of Henkel – across its businesses, products and people – has always been key to our success. Our brand experience reflects this diversity while always feeling uniquely Henkel.
It allows for different tonalities and tailored communication across topics, target groups and touchpoints – ranging from progressive
to welcoming to more substantial expressions. Together, they shape how every interaction with our brand should feel.
The selected examples below show how substantial, welcoming, and progressive become tangible across different contexts – from design and communications to spaces, initiatives, and everyday interactions.
Brand experience – examples "Substantial"
“Henkel Highlights” sustainability progress
The clear layout and focused use of numbers and certifications to communicate our sustainability progress create a reliable and substantial impression.
Henkel Adhesive Technologies exhibition booth
The clearly structured environment, dedicated solution areas, and a focused visitor journey create a substantial experience that feels reliable, purposeful, and easy to navigate.
Brand experience – examples "Welcoming"
“A coffee with Sylvie”
This series creates a welcoming experience through open and engaging conversations in a relaxed, informal setting. It feels approachable and personal. Dialogue at eye level and a warm atmosphere make leadership feel human and accessible.
“Journey to Myself”
With its color scheme and flowing person as highlight symbol, “Journey to Myself” makes the topic of wellbeing and personal growth feel accessible, positive, and human-centered.
Brand experience – examples "Progressive"
“AI Unfolded Campaign”
The initiative AI Unfolded makes innovation feel progressive and aspirational through confident and dynamic visual design.
“Gender-Neutral Parental Leave”
As the first DAX40 company, Henkel introduced fully paid gender-neutral parental leave worldwide. By challenging traditional norms and creating a more inclusive understanding of parenthood and care, Henkel demonstrates what progressive can feel like on a cultural level.