From Logo to Experience: How Brands Move People with Jörg Schmitt

Jörg Schmitt, Director Brand Design @ Serviceplan Group

In our latest Pixels + Profit episode, Sam & Basti sat down with Jörg Schmitt, Director Brand Design at Serviceplan Group, to talk about the invisible power of brand – and what happens when you try to make it visible, measurable, and scalable.

From airports to emotional touchpoints, this conversation dives deep into the layers of modern branding, with surprising insights about design, culture, and strategy.

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01 Branding is a Feeling and a Business Decision

What is a brand, really?

“A brand is a vessel you fill with emotion,” Jörg says.And that emotion needs to match reality - otherwise, your brand promise breaks.

This episode explores the tension between creative intuition and business logic, and why branding is as much about internal buy-in as it is about external perception.

02 From the Tarmac to the Boardroom: The Case of Munich Airport

Did you know that 50% of Munich Airport’s revenue comes from non-aviation services?Branding isn’t just lipstick on a building - it’s a business multiplier.

We talk about why even “default destinations” invest in brand, and how cultural design decisions can shape everything from uniforms to employer branding.

03 Can You Measure the Value of a Brand?

Jörg’s answer: Yes - but not only in numbers. There are certified models like Interbrand, sure. But ultimately, success also looks like this:

✅ A CEO who trusts the brand vision

✅ Teams who feel represented by the new identity

✅ A visual system that reflects culture, not just aesthetics

Branding is strategy in disguise.

04 Key Takeaways

💡 A strong brand starts with emotion - but it must deliver results.

💡 Great branding aligns culture, design, and business goals.

💡 The most powerful metric? A customer (or employee) who feels the brand is right.

🎧 Are you a German speaker? Want to dive in? Listen to the full episode of Pixels + Profit here!

What’s your take: Can you measure the success of a brand – or do you just feel it?Tell us in the comments 👇