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WAGO – Our Brand Identity

Who is WAGO? Just like a person, WAGO has its own identity that provides an idea of what WAGO aims for, what personality and principles it has, how it appears and talks. We refer to this as our Brand Identity. It is a powerful tool to make WAGO instantly recognizable to our customers. It forges the connection between WAGO and them, builds customer loyalty, and determines how customers perceive our brand.


The following outlines all aspects of our Brand Identity and how it can be implemented consistently.

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We are WAGO

We are an enabler. A partner. A reliable source of knowledge and support.


We connect change with stability. Experience with innovation. Curiosity with intelligence.


We create high tech. High tech, made by humans. With human intelligence, human emotion, and a deep understanding of what our human partners need.


We empower. We help to navigate through a complex world. We inspire new solutions.


We are WAGO.

Background: What is a brand?

Is a brand a logo or a name? It is, in fact, much more than that! A brand is the image and associations in people’s minds about a company or product. So our brand is the idea of WAGO and the sum total of what our customers, present and future employees, partners, suppliers and the general public think about WAGO. Let’s make sure they have all the right associations!


Every day we make products that do incredible things: they connect. Connections that run trains, production plants, ships and so much more.

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Our brand also aims to do something incredible: connect with customers who no longer know what to choose because they feel overwhelmed by the overload of choice. And let’s be honest, there are many good competitive products out there, as well as great places to work at. It is not easy identifying the very best among the good. But our WAGO brand can be the tip to the scales in difficult decision-making situations.


With this in mind, we have defined what WAGO is about, what makes us special, what is relevant to people and what sets us apart from the competition. Having the right brand image ensures that our customers opt for WAGO, that candidates apply and sign a contract with us, and that our suppliers stay loyal and go the extra mile with us.


It is crucial that we all know what our brand is about. So, we can deliberately shape the image of WAGO through the many touchpoints people have. By matching the actual WAGO experience with our intended brand image, we will be successful in the long term. And everyone at WAGO plays their special part in this!

The WAGO Brand Tree

The WAGO Brand Tree is our visualization and overview of the WAGO Brand Identity.


It consists of 3 dimensions:

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Brand Strategy

Like the roots of a tree, a brand strategy is not visible. But it provides support and strengthens the whole brand by anchoring the tree to the ground, by defining its core, Brand Principles and our goals.


Find out more in Brand Strategy.

Brand Application

The second step is to make WAGO’s brand strategy visible: By translating it into the design, tone of voice and messages. The tree trunk provides the tools and actions for creating the WAGO brand experience.


Find out more in Brand Application.

Brand Experience

These steps result in the formation of a beautiful treetop. A seamless brand experience for our customers. As the tree is connected in every part, just like our WAGO ecosystem, with all our products, communication, knowledge, and services.


Find out more in Brand Experience.

Brand Strategy

Our Brand Strategy is based on our Brand Vision and Brand Mission, both of which define our overarching goal and our approach when pursuing that goal.

1. Our Brand Vision

The big, bold, and ambitious goal that motivates and activates people.


The Brand Vision briefly explained:


Our products are made to support our partners in everything they do. To enable their own ideas, to make their products and facilities run smoothly, and to simplify their daily tasks. As the intelligent orchestrator, WAGO sees the big picture and brings together various technologies and entities so that they perfectly connect and work together.

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2. Our Brand Mission

What do we want to achieve, for whom and for what purpose to get closer to our vision?


The Brand Mission briefly explained:


Customers understand the interconnected world through us and can use emerging opportunities productively and sustainably for themselves. WAGO makes meaningful progress possible for and with them.

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This is just the foundation of our Brand Strategy. For a deep dive into the additional elements, please visit the Brand Strategy Sharepoint page (only available for WAGO employees) or contact the Brand Management Team.

Brand Application

Our products and services are a key way in which our Brand Strategy materializes. Marketing and communication are also central to the expression of our Brand Strategy. We apply Corporate Design, the tone of voice of the language we use and WAGO messaging to convey the Brand Strategy of WAGO. That is why each of these has its own designated guideline:

Corporate Design

The cornerstones of the look and feel of WAGO in all touchpoints create a consistent visual brand identity.

Tonality

The tone of voice of the language we use defines the aligned verbal expression of our Brand Strategy.


(This document is available in Sharepoint; only for WAGO employees.)

WAGO Messaging House

What we talk about has a big impact. The WAGO Messaging House outlines the key messages we wish to communicate.


(This document is available in Sharepoint; only for WAGO employees.)

All 3 guidelines are important when it comes to ensuring a consistent and recognizable brand experience. Please familiarize yourself with the latest guidelines when approaching any project. If you have any questions the Brand Management Team is here to support you!

Brand Experience

All strategies and guidelines are theory until we start to create. These creations bring the WAGO brand to life and give expression to our strategy.

Best Case: Moments of Success

When we deliver on our brand strategy, we empower connections as the enabling partner of our customers: We make them successful. How do we do this? Our customers think big – every day, in various industries, all around the world – and we help them to experience moments of success.


WAGO Moments of Success tell our common stories.


By telling our customers’ success stories we are showcasing our contribution to solving their challenges. Talk with your colleagues in sales, customer service and project management and get in touch with our customers to tell their stories. They will feel excited to be part of our storytelling!


Get inspired by our WAGO Moments of Success and on local WAGO websites.

Creating the Brand Experience

You create a brand experience with every element of communication you deliver. From the text in an email or a social media post to the big billboard or the way you design our interiors and trade show booths.

We have collected some inspiring examples to get you started.
WAGO Brand Management Team

Brand Management

There is a lot of helpful information in here. But there are always situations when the solution for a consistent implementation of the WAGO brand might not be entirely clear. Please don’t hesitate to get in touch with the Brand Management Team!

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