That increases the joy
A whole day in the Waldviertel region: at the herb merchant Sonnentor in Sprögnitz.
„It worked – differently, better, more cleverly – because there was no money. Otherwise, I would have only had the consultants' paperwork.“ Even the packaging idea cost nothing: „Like my lederhosen from my parents' attic.“ His approach: „Speak up, or you'll have to open your wallet – at work, at trade fairs, with the farmers.“
„"I've learned to make something out of very little."“
By 1991, he was already supplying 15 organic markets in Austria and presented Sonnentor for the first time at the Nuremberg BioFach trade fair. In 1992, Johannes Gutmann bought the farm in Sprögnitz, near his hometown, where 270 of the 304 employees now work and from which the Sonnentor brand is distributed.
The 900 Sonnentor products aren't available in supermarkets, as the company wants to avoid dependence on wholesalers. Following Johannes Gutmann's motto, "There are other ways," Sonnentor collaborates with franchise partners throughout Europe (including a former Hypo risk analyst!) as well as with 500 pharmacies. Some shops, like those in Steinertor Krems or Kitzbühel, represent investments rather than advertising: "It's a dream for brand building when you have so much foot traffic!"„
Regarding leadership, his close colleague, authorized signatory and strategist/„values developer“ Manuela Raidl-Zeller, reports: „Everyone can let their creativity flow. We say, „Think of something!“ and don’t dictate it. We all do tedious tasks in between.“ At Sonnentor, the HR department is therefore called Talent Development. And she understands Sonnentor’s trust management system to mean: „Everyone has talents; you just have to be able to contribute them. Trust is the currency of the future.“
Johannes Gutmann hasn't been involved in day-to-day operations for seven years, instead sharing anecdotes and looking to the future: The organic market share in Germany is currently 41,030, but Sonnentor generates 411,030 of its revenue there. He anticipates the organic market share will increase to 251,030, and even to 301,000 in Austria. Regarding their growth strategy, he explains: "We don't seek subsidies; we grow organically, thanks to sun, water, and soil." As the founder, he has been and continues to be a defining figure in the company's philosophy: "I've never betrayed my gut feeling."„
„"Anything is possible if the mood is right."“
In Sprögnitz, visitors can experience firsthand just how fertile the soil is: After a morning with Johannes Gutmann, the brand day included a tour of the "Leibspeis" inn, two country lofts for overnight stays in the permaculture garden, the company kindergarten and canteen, a screening of the promotional film "On the Sunny Side," the impressively large warehouse, and the production area, where employees fill paper bags with leaves and blossoms in a tranquil atmosphere amidst the intense aroma of herbs. 50,000 people take this excursion annually.
Eco-activism belongs on Facebook, foodie inspiration on Instagram.
In the afternoon, Sonja Aigner described her perspective on marketing and new media at Sonnentor: „We’re constantly experimenting with social media. You learn so much about user needs that way. We enjoy engaging with them!“ Therefore, each week a different member of the five team (from various business areas, from strategy to market research) takes turns publishing content and interacting with users on Facebook and Instagram. Besides the necessary spontaneity, there are social media guidelines regarding photo style and tone of voice for the stores and franchise locations. „If a franchisee isn’t doing a good job, their Facebook page is integrated into the main page so that their fans also see relevant content from Sonnentor.“
Sonja Aigner has also stopped content series like "Conversations over Tea" for YouTube. "We want to think carefully about how we present ourselves via video." One of her learnings from experimentation is that eco-activism doesn't perform well on Instagram, while recipes and foodie lifestyle do.
Petra concluded by offering insights into the brand relaunch: This year, Sonnentor celebrates its 30th anniversary and has experienced significant growth. To ensure that new employees immediately recognize the "Sonnentor" brand and that customers continue to love it, the core brand values had to be redefined. The core values (from supporting small-scale agriculture to traditional craftsmanship and quality, to the playful use of product names and design) needed to resonate with the lifestyles of today's customers. "So we asked ourselves, how do we convey these values through shop and packaging design?"„
Using the Limbic Map, the company developed two personas for its two core target groups: the bourgeois bohemian woman in Berlin and the woman rooted in the countryside with more traditional values. Petra summarized the most important insight regarding brand positioning as follows: "We never want to appear elitist or aloof, but always approachable."„
Visitors from the Brand Club Austria also felt this approachability – and shared not only ideas for Sonnentor but also their enthusiastic feedback on an intensive brand day at Sonnentor:
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Wow, I learned so much more than I expected!“
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„"Your approach reflects a systemic mindset: employees, guests, customers – you recognize what is currently important within the system. Perhaps your cohesion stems from the fact that everyone in the system knows what is needed."“
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„"It's sensational that the employees can work at such a slower pace! That's unique."“
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„"Your so-called trust management system has the effect of bringing out the talents of your employees precisely because you don't restrict them. I see this as groundbreaking for many hierarchically structured companies."“
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„"It's never about the money for you."“
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„"It was an experience! Because it was all so real!"“
The brand day at SONNENTOR was especially sunny and inspiring for us as well. Thank you so much for your interest and for enjoying the exchange, sharing knowledge, and discussing!
We are convinced that only togetherness, rather than confrontation, and cooperation instead of competition, will move us all forward. That's why we were delighted to open our SonnenTor (Sun Gate) to you and experience how inspiring this exchange can be. The Brand Club, with its events, is where branding is truly lived. It offers a glimpse behind the scenes and opens a window into the brand world of exciting companies.
Thank you and have lots of fun!,
Manuela Raidl-Zeller
Values developer SONNENTOR