It all started in the last Millennium, when on a bright Spring day in 1999 half of Most Branding’s co-owners was excited about that very special First Day at an advertising agency. Many days and some other First Days have followed, but on that very first one he felt that he found what he wanted to do for the rest of his life. 

Ever had the it-sperience? 

You might also know the tickling feeling in your belly when you join a new company and you think “This is it”. Chances are that a little later your opinion is a little more specific, ranging from “This isn’t it at all” to “This is close to it”. But it’s rarely a “This is still it”. 

Because ‘it’ is you. ‘It’ represents your own personal sense of perfection and includes all your needs, all your knowledge and all your experiences. And when you blend them ‘it’ becomes an ideal time and space where all your expectations are met: a nice(r) manager, more challenging tasks, a higher wage… You name ‘it’. 

It isn’t only you who has a set of ‘its’: all companies have them but we call them core values. The values that are building blocks of a brand. Now, many people think that a brand is a name that sounds great and a logo that looks great. 

We tend to agree with those who think a brand is everything an organisation does and radiates – their work ethics and the quality of their work, how they treat customers, employees and suppliers, what they they show in social media and what they stand for when it comes to the society at large. And the more of these values match with your own, the more likely you’ll like that brand. 

Our ‘its’ 

When we, the founders of Most Branding, have finally found each other and decided to setup a new branding agency we had all different ‘its’ in mind, from places where we worked before and many from our private lives. 

It may happen that the cobbler’s children have no shoes but we wanted to turn our personal ‘its’ into our brand values. If you follow us on Facebook or Instagram it won’t be shocking for you to read but if it’s the first time you meet us virtually, we’d better explain what is important for Most Branding: 


We are absolutely positive that the planet we call home is in danger and it needs to be saved. We wanted to make sure that we have as small ecological footprint as possible. “How can you guys reduce it?” you may ask. Beyond the basics like trying to avoid travelling and being fully digital we also try to be conscious with the tiny details. That’s why, for example, our briefing template has a black background and gray fonts: as briefs aren’t printed anymore, we can save power, knowing that on LCD and plasma screens dark pixels consume less energy than bright ones, like white. 

We definitely wouldn’t say that we’re perfect but definitely have the urge to be as green as possible – and we try as hard as we can. 


Friendliness towards people has at least two layers. On one hand we’re not always grumpy. :) Some who work with us would probably even go as far as saying we’re a happy and nice team. 

On the other hand we’re serious about human rights: we embrace diversity and inclusion as Most Branding as well as individuals. As our social media posts reflect it we can’t tolerate any form of violation of general or individual rights. We deeply believe in the Universal Declaration of Human Rights: “All human beings are born free and equal in dignity and rights. They are endowed with reason and conscience and should act towards one another in a spirit of brotherhood. Everyone is entitled to all the rights and freedoms set forth in this Declaration, without distinction of any kind, such as race, colour, sex, language, religion, political or other opinion, national or social origin, property, birth or other status. Furthermore, no distinction shall be made on the basis of the political, jurisdictional or international status of the country or territory to which a person belongs, whether it be independent, trust, non-self-governing or under any other limitation of sovereignty. […]” 


We think problems are great because they can be solved – as long as we can have open conversations about them. Marketing and branding is about eliminating the obstacles that stand between you and your customers. Common sense, science and 20+ years of experience taught us that to be efficient in getting rid of hurdles is knowing them well. That’s why we believe in creativity based on researches and validated insights, not gut feelings. 

But once we know where to look and which traps to avoid, we’ll have ideas how to make things work better from process development through ideation to creative execution.   

Want to talk about your ‘it’? 

We’d be happy to hear from you. If you’ve got an hour, let us know and we’ll have a nice chat. (If you’re so busy you don’t have an hour, that’s a sign meaning you definitely should drop us a note so we can find out how to make your life easier.) ;)