What makes us distinctive
Our identityOur purpose
Our positioning
Our values & principles
Our spirit
Our history
Our purpose
What we are here for. Three good reasons:
Our drive in one single sentence:
We provide organisations and individuals
with a compass from their inner core –
substantial, human, feasible.
Our positioning
What makes us distinctive
In over 10 years, we have developed the most effective method for getting to the heart of the identity of organisations and individuals – and making it usable. For clear decisions based on your own identity, a unifying identification platform for customers and employees and an effective profile on the market.
We do this by delving deeply in the innermost being of a personality or core of an organisation uncovering the character of the brand and establishing its essence. Then we enable people to use the brand as a compass in their everyday lives and thus grow from within. Substancial. Human. Feasible.
Spall Identity is the leading identity consultancy for brands and people
in the heart of Europe.
We believe that brands and people should evolve from an inner compass – and that this compass lies within their own, genuine identity. In the age of AI, it is becoming increasingly difficult to discern what is real and what is fake.
Uncovering this identity in a way that makes it unmistakable – and turning it into authentic action – is our craft. For a positioning that sets direction, for genuine motivation, and for growth.
The result is the most effective method for pinpointing and activating the identity of organisations and individuals. Proven and refined with over 200 organisations and 400 people – from global market leaders to ambitious solo entrepreneurs. Over time, our signature has emerged: substantial, empathetic and practical.
My name is Christopher Spall. I am the founder and managing director of Spall Identity – the leading identity consultancy for brands and individuals.
Our values
What defines us at our core
In everything we do, we are guided by
the most successful living system:
Nature.
Our 6 principles
What we believe in
1. Every organisation and every person has something that makes them unique.
We reach the people who matter by getting to the heart of a brand’s identity. And not just proving it with facts, but showing it through credible stories.
2. Do not invent. Discover.
Brands are created by distilling their natural gifts, beliefs, accomplishments, and passions. First duty: no fibbing!
3. Successful organisations develop from an inner compass.
Brand identity grows from its own roots. And never from the successes of others.
4. Strong brands are made in everyday life.
More important than the significant course-setting events are the many day-to-day opportunities to prove a brand promise. In short: Doing.
5. Brands are not made in advertising, but by people.
No matter what promises marketing makes – in the end, it is people who determine our experiences with brands. Every employee can have a positive impact on the brand. The basic prerequisite: a clear, shared understanding of the brand’s DNA. This is exactly where we come in.
6. Always be yourself and be different from others.
The decisive currency of every brand is authenticity. It is important to establish your own signature that differs from the signature of others. This creates genuine identification and differentiation.
Our spirit
How we work
Born from within, brought to its essence and made actionable.
At Spall Identity, we combine two basic attitudes: Franconian down-to-earthness and a belief in feasibility from Silicon Valley.
We feel connected to this DNA at the core. But big ideas alone are not enough for us. We want to make big ideas “doable” in the everyday reality of corporate brands and personal brands. There is not one-size fits all blueprint for all projects. We immerse ourselves deeply in every person and every organisation. This is how we develop effective ideas: conceived from within, brought to the point and made possible.
Our 10 principles for meaningful work
- We firmly believe that every person and every organisation has something distinctive.
- We give meaning to people and organisations.
- We want to keep evolving every day. And do it a little better every day.
- We understand hard work as an essential enabler of success.
- We make mistakes. And grow because of them.
- We draw strength from our personal drive.
- We don’t want to play along, we want to make the difference.
- We speak plainly – directly, openly and personally.
- We encourage big leaps that not everyone dares to take.
- We don’t just get people to think in new ways. We inspire them to do.
- We draw strength from our personal drive.
- We don’t want to play along, we want to make the difference.
- We speak plainly – directly, openly and personally.
- We encourage big leaps that not everyone dares to take.
- We don’t just get people to think in new ways. We inspire them to do.
Working at Spall Identity
Exciting brands, corporate cultures and personalities make our everyday lives valuable.
We are always excited to apply our methodology to new companies and personalities.
To do this, we work our way into each industry in depth. We don’t polish brands on the surface or tinker with tiny levers. We have insight and access to the entire organisation or the entire personality of a person.
People only follow a path permanently if they have found it themselves.
Our work has two main points of focus. On the one hand, the analytical-conceptual development work in the Spall Identity team and, on the other hand, the empowerment of our customers on site in intensive workshops. In our development work we use brainstorming and inspiration sessions, creative meetings and in-depth interviews. Together with our clients we develop the brand in small groups and 1:1 coaching sessions. We empower people from their inner conviction to take a clear path for their company or themselves. Sometimes this requires building something new based on their own identity. And sometimes it is more effective to build on something that already exists and take it into the future in meaningful ways. We do not impose anything, and we do not force anything.
People only follow a path permanently if they have found it themselves.
Our work has two main points of focus. On the one hand, the analytical-conceptual development work in the Spall Identity team and, on the other hand, the empowerment of our customers on site in intensive workshops. In our development work we use brainstorming and inspiration sessions, creative meetings and in-depth interviews. Together with our clients we develop the brand in small groups and 1:1 coaching sessions. We empower people from their inner conviction to take a clear path for their company or themselves. Sometimes this requires building something new based on their own identity. And sometimes it is more effective to build on something that already exists and take it into the future in meaningful ways. We do not impose anything, and we do not force anything.
We are a highly specialized team of ID consultants for brands and people. We maintain an open exchange with an intensive feedback culture in which everyone can contribute their ideas.
This inspires us to come up with new ideas, connections and projects off the beaten track. Everyone works in the appropriate environment for the task at hand. Whether at the desk at home, comfortably on the sofa, focussing in a a quite room or during a discussion at the standing table in the office. Mobile working has been with us since 2013.
Our office is located at the beautiful Pegnitzauen in Nuremberg-Johannis. The open-plan office invites exchange with other people and disciplines. We share our floor with occupational psychologists, for example. Sometimes it takes a meeting on our green roof terrace with a view of Nuremberg’s castle district before complexes become simple.
Our history
Where we come from
2023
Spall Identity celebrates its 10th anniversary
Christopher Spall’s personal letter of thanks, video messages from some of our long-standing business partners and our most-read articles document 10 exciting years of development work with brands and people.
2007-2010
Christopher Spall becomes the youngest manager at Commerzbank Germany. Here he experiences first the financial crisis and then his own crisis of meaning. After that he leaves the financial sector and Frankfurt.
2010-2013
Christopher Spall learns the consulting craft at Brand Trust in Nuremberg. He advises market leaders like BASF and UNIQA in Central and Eastern Europe.
2013
Founding of the brand identity consultancy Spall Identity, together with employee no. 1 Jessica Brinkmann. Publication of the contribution in textbook No. 1 BRANDS.
2015
Zapf Daigfuss, fourth generation market leader, finds their "Mission Mauerstein" through us. The REWE Group, Europe's No. 2 food retailer, turns to Spall Identity.
2016
Commitment during the refugee crisis: Together with DATEV, the sports club Greuther Fuerth and the city of Fuerth, we build the "Raum für Bewegung" (Space for Movement) for refugees in Fuerth. We also need more space for growth and ideas - and move to the beautiful Pegnitzauen in Nuremberg.
2018
The first world market leader to trust Spall Identity: PFINDER, world market leader in corrosion protection for automobiles.
2019
The second global market leader to place its trust in Spall Identity is EIZO Technologies, the global market leader in flight control monitors. Publication of the text book "Personal Branding - Was Menschen zu starken Marken macht" (What turns people into strong brands) together with Prof. Holger Schmidt. Start of our commitment to the AGRU Academy: We support the construction of a school for refugee children in Cape Town, South Africa.
2020
Invitation to the international think tank Medinge Group. Invitation to the Peak Performer network.
03/2020
Spall Identity is at the forefront of the digital movement and is establishing a new standard in online collaboration.
2021
Make Bavaria great again: We develop the brand identity for special foods from Bavaria for the Bavarian State Ministry of Food, Agriculture and Forestry. We are growing: Two new senior consultants join our team. Olympic champion Matthias Steiner trusts Spall Identity.
2022
Establishment of the Peak Performer Foundation together with 37 personalities from sport and business. Christopher Spall becomes Managing Director of the Peak Performer foundation. We support the product innovation Chameo Board, which goes on to change the professional culinary industry. We support the new sustainability brand IMPACKT, which changes the travel luggage market. 10-year anniversary of Christopher Spall as guest author and interview partner for Europe’s leading economic newspaper Handelsblatt.
2023
10th anniversary of Spall Identity. "Peak Performer": Inspirational book for a new performance culture with Magdalena Neuner and Christian Grams
2024
Intercontinental workshops: We have developed the DNA of hep solar and simultaneously established it as a connecting core in Heilbronn, Tokyo/Japan and Charlotte/USA.
