Strategic Brand Building Case Study: Multiverse Circle AG
‘Multiverse Circle - We expand horizons and unlock potential at scale.’
When the founder of Multiverse Circle AG, Claus Gillen first approached me, they came with a powerful yet abstract idea: to build a social membership platform for financial advisors that integrates transparency, education, empowerment, and emotional connection. Their vision was rooted in deep insight—but their voice was still forming.
They knew they weren’t just launching a tech product or coaching service. They were building something far more ambitious: a parallel universe of possibility in an industry plagued by fear, pressure, and distrust.
But like many early-stage startups, Multiverse was struggling to articulate:
What exactly they were offering,
How they were different, and
Why people should care.
Their narrative was still theoretical. The platform’s potential was clear to insiders, but ungraspable to those on the outside. Their brand needed clarity. Their message needed heart. And most importantly—they needed to find a way to stand out in one of Germany’s most rigid and reputation-fragile industries.
The German Financial Landscape: Distrust, Pressure, and Silence
Germany is home to over 200,000 financial advisors, most of whom operate in high-pressure environments, tightly bound to old-school company structures. The industry is often described as:
Intransparent – critical information is either hidden or hard to compare.
Unregulated in spirit – with wildly differing models, conflicting interests, and lack of clear quality standards.
Emotionally barren – personal development is rarely addressed; advisors are expected to perform, not evolve.
Judgmental and closed – fear of “doing things differently” is widespread.
Many advisors feel isolated. Conversations around growth, doubt, burnout, or meaningful change are taboo. And even those who want to evolve are unsure where to begin—or who to trust.
1. Brand Discovery
Exploring the Foundation of Multiverse
Our process began with deep listening. Through workshops, voice-of-customer research, and narrative exploration, we uncovered what Multiverse truly stood for:
Multiverse isn’t just a platform. It’s a parallel universe—where advisors finally have permission to grow.
This growth isn’t linear. It’s dimensional: personal, professional, emotional, and intellectual.
From this, we began building a narrative that would speak to the real emotional needs of German advisors today.
2. From Pressure to Possibility
The traditional financial industry in Germany is built on silence:
Silence about fear.
Silence about pressure.
Silence about how isolated advisors really are.
What we uncovered from real-world conversations with advisors and founders was revealing. At the core of the industry are not just tactical problems—but emotional blockages:
People don’t trust advisors—and advisors don’t trust each other.
Most advisors feel trapped, but can’t admit it—out of fear of judgment, income loss, or professional exile.
The desire for growth exists—but is buried under shame, pressure, and confusion.
The insight was clear:
Advisors are not resisting change—they are afraid of changing alone.
They are stuck not because they lack skill, but because they lack safe spaces, clarity, and support.
This became the emotional foundation for the messaging architecture.
3. Understanding the Audience: Trapped in the System, Longing for More
We mapped the emotional journey of the typical German advisor:
Often pushed into the job by circumstance—not choice.
Bound to performance metrics, loyalty demands, and fear of comparison.
Desiring more—but afraid of ridicule, loss of income, or professional “excommunication.”
Multiverse speaks to the silent frustration of these individuals. It validates their inner questions, their desire to grow, and their sense that there must be more than this.
We defined key personas, including:
The Loyal Skeptic
Wants to stay, but questions everything. Craves more information but is afraid of stepping out of line.
The Brave Seeker
Ready for change. Looks for new tools, new role models, and a safe space to grow.
The Quiet High Performer
Respected, competent—but deeply disconnected from meaning. Desires inner clarity and external evolution.
Each of these personas finds something different in the Multiverse—but all of them need the same thing first: trust.
4. Strategic Foundations: Mission, Vision, and Belief System
We shaped a new strategic core for Multiverse, aligned with both industry insight and human aspiration:
Mission:
To unlock the full potential of financial advisors in Germany by offering them access to objective knowledge, personal development, and a supportive community space.
Vision:
A future where advisors are no longer defined by company loyalty or old systems—but by clarity, competence, and conscious career ownership.
Brand Purpose:
To empower advisors to escape the shadows of their current world and step into their own unique Multiverse of opportunities, learning, and meaning.
Belief:
We believe that when people are given objective tools, emotional support, and the space to evolve, they make better decisions—for themselves, and for the people they serve.
Tagline:
“We connect potential to possibility.”
5. Brand Positioning: Creating a New Category
We crafted a unique space for Multiverse that could not be confused with coaching programs, consulting firms, or content platforms.
Multiverse is not a provider.
It’s a parallel dimension of tools, knowledge, and connection.
We positioned the brand around four pillars of difference:
Objectivity as a Promise – no hidden affiliations, no biased models. Only clean, transparent, and diverse knowledge.
Humanity as a Strength – emotional intelligence is not an afterthought—it’s a feature.
Dimensionality as a Value – career development is never one-size-fits-all. We support your multiverse, your pace, your path.
Membership as a Movement – you don’t just log in. You belong. Multiverse is a network, a community, a safe place.
6. Core Emotional Messaging Themes
Clarity in a World of Noise
“Du suchst nach Antworten. Wir schaffen den Raum, um sie zu finden.”
(You're looking for answers. We're creating the space to find them.)
Freedom from Fear
“Du darfst hinterfragen, wachsen, dich neu erfinden – ohne Loyalitätsdruck oder Imageangst.”
(You’re allowed to question, grow, and reinvent yourself—without loyalty pressure or fear of reputation.)
A Path That Belongs to You
“Nicht dein Unternehmen, nicht dein Umfeld – dein Multiversum, deine Zukunft.”
(Not your company, not your environment—your multiverse, your future.)
Human Before Role
“Du bist nicht nur Berater. Du bist Mensch, mit Ambitionen, Ängsten und Potenzial. Wir sehen dich.”
(You’re not just a financial advisor. You’re human—with ambition, fears, and potential. We see you.)
From Isolation to Belonging
“Wissen, das dich stärkt. Eine Community, die dich trägt. Ein Raum, in dem du du sein darfst.”
(Knowledge that empowers you. A community that carries you. A space where you're allowed to be yourself.)
7. Taglines and Key Phrases
To unify these emotional truths into compact brand messages, we developed the following copy lines for use across website, campaigns, and product:
Primary Tagline
“We connect potential to possibility.”
(Global, future-forward, movement-building.)
German-Specific Messaging Anchors
“Dein Multiversum. Deine Zukunft.”
(A statement of ownership and empowerment.)“Raus aus dem System. Rein in dein eigenes Universum.”
(Break free from the system. Step into your own universe.)“Für alle, die mehr wollen – und den Mut suchen, es sich zu holen.”
(For those who want more—and are looking for the courage to claim it.)“Nicht mehr funktionieren. Endlich wachsen.”
(No longer perform. Finally grow.)“Weil niemand dir gesagt hat, dass du auch anders leben darfst.”
(Because no one told you you're allowed to live differently.)
8. The Transformation & Outcome
By the end of the strategic process, Multiverse Circle AG had:
A crystal-clear brand architecture grounded in human insight and industry pain points.
A positioning statement that set it apart from any existing model in the market.
A launch-ready story that advisors in Germany could see themselves in—not just aspirationally, but practically.
Multiverse Circle is now not just a name.
In a market full of noise, it offers space.
In a culture full of pressure, it offers pause.
In an industry full of fear, it offers a future.
Final Thought
Multiverse Circle AG is not here to compete with the financial system.
It’s here to liberate the people within it.