Was bedeutet Markenführung?

"Man muss loslassen und aus der Distanz betrachten"

October 17, 2022 Aktuelles

Menschen bei ihrem körperlichen Wohlbefinden unterstützen – so beschreibt Barbara Klein, CEO der Flexi-Sports GmbH und Entwicklerin der Nahrungsergänzungslinie BK by Barbara Klein, ihre Mission. Um diese umzusetzen, verkauft sie neben Nahrungsergänzungsmitteln auch Sportgeräte und teilt Workout-Videos und Ernährungstipps mit ihren Kund:innen. Doch wie funktioniert Markenführung, die so eng mit der eigenen Person verknüpft ist? Und was steckt hinter den zahlreichen Angeboten der Unternehmerin?

Holistisches Geschäftsmodell

"Meine Idee ist es, holistisch den Ansatz der Gesundheit zu bedienen. Es ist dafür wichtig, nicht nur Produkte der Nahrungsergänzungsmittel und Therapie anzubieten. Das ‚Wie und Warum‘ muss deutlich sein und den Kund:innen gut vermittelt werden." Nach diesem ganzheitlichen Prinzip verkauft das Unternehmen beispielsweise den Flexi-Bar, einen Schwungstab, den die Teleshopping-Moderatorin als Trainingsgerät entwickelte. "Vor zwölf Jahren kamen dann Nahrungsergänzungsmittel in unserem Sortiment hinzu", so Klein. Auch ‚Functional Kosmetik‘ und Sportmode verkauft das Unternehmen mit Sitz in München inzwischen.

Doch als Unternehmerin mit dem eigenen Gesicht und Namen so eng mit der Marke verknüpft zu sein, bringe auch Herausforderungen mit sich, verrät Klein markenartikel-magazin.de. "Ich bin das Gesicht der Marke bzw. bin die Marke und das wird jeden Tag auf den Prüfstand gestellt. Ich werde nicht nur als Person hinterfragt, sondern ebenfalls meine Ideen, meine Performance und die Produkte müssen den Anforderungen Stand halten." Aber die persönliche Art der Markenführung habe genauso Vorteile für das Geschäft: "Ich denke, dass eine Inhabergeführte Marke viel nahbarer ist, auch wenn man sich dadurch angreifbarer macht. Man muss loslassen, die Marke aus der Distanz betrachten, dabei authentisch bleiben und das Markenimage pflegen". Authentizität spiele für Klein ebenso im Marketing eine große Rolle. Kommunikationsentscheidungen treffe sie meist "aus dem Bauch heraus" und achte besonders auf den holistischen Gedankenansatz, berichtet die CEO.

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