kbo
Clinics of Upper Bavaria
From shared identity and True Values to a brand that can be experienced – across 7,500 employees and more than 50 locations.
When the district clinics of Upper Bavaria were brought together under the kbo brand, the task was larger than creating a new market presence. Different institutions, disciplines and established cultures needed a shared understanding of who kbo is and what connects the organisation.
The Identity-Based Approach
The process therefore began with analysis, participation and values work. Identity was not invented; it was uncovered together. This clarified the values “diverse”, “close” and “safe” and the brand core “reliable”. The guiding idea “Reliable by your side” made that identity tangible internally and externally.
Only then did the mission statement, corporate design and communication follow, and later the employer brand. #ehrlichkbo translates the established identity into a credible employer attitude: real employees instead of models, real working life instead of idealised promises. Brand becomes identity activation across internal and external touchpoints.
From True Values to a brand people can experience.
At the centre is not design, but a shared understanding of identity: reliable. Supported by the True Values “diverse”, “close” and “safe”, it became the guiding thread for the mission statement, leadership, employer brand, communication and design.
Employer branding is identity made visible.
The kbo case demonstrates a central principle of identity-based branding: attraction is not created by an employer promise alone. It emerges when lived values are consistently translated into attitude, behaviour and experience. Employees recognise themselves in the brand – and become its most credible ambassadors.
“The most significant benefit of the process is that we can now articulate more clearly who we are and what we stand for. This shared sense of direction strengthens our employees’ sense of belonging and enhances our brand’s credibility, both internally and externally.”
- Reorganisation of the district clinics
- Employee survey
- Need for a new shared market presence
- – Identity Strategy
- – Brand Identity & Corporate Design
- – Mission Statement & Values Process
- – Communication & Publications
- – People & Leadership Development
- – Employer Brand #ehrlichkbo
- – Website & Social Media
- – Corporate Image & Recruitment Campaign