TRUE VALUES AS THE BASIS FOR SUSTAINABLE BRAND SUCCESS
Dietrich Identity stands for true values that are tangible – we create brands that convince through authenticity, credibility and our precise, systematic approach.
Together with our clients, we develop distinctive identities based on deeply rooted, credible values that not only conquer markets, but also gain people’s trust.
Our brands are more than just names – they are living promises that endure in the long term and have the power to initiate real change in society and the environment.
BUILDING TRUST WITH OUR CLIENTS THROUGH OUR OWN BRAND IDENTITY
We work closely with our clients to develop brands that reflect their true values and connect authentically with their target audiences.
OUR FOUNDER
Fridolin Dietrich is branding strategist, corporate identity consultant, author, and founder of Dietrich Identity, the Munich-based consultancy for identity-driven brand development.
For more than twenty years, he has advised organisations across consumer goods, media, healthcare, industry, technology, renewable energy, public institutions, foundations, NGOs, and the non-profit sector. His work combines corporate identity, systems thinking, organisational psychology, leadership, and brand strategy to help organisations build stronger coherence, trust, and long-term resilience.
Before founding Dietrich Identity in 2003, Dietrich spent more than a decade in marketing and brand leadership roles on the corporate side, including positions with The Estee Lauder Companies, Digital Pay-TV DF1, Bavaria Film, and Keysselitz Deutschland. This practical background shaped his conviction that strong brands are not built through visibility alone, but through clarity of identity, lived values, and consistent behaviour.
Influenced by corporate identity pioneer Benno Keysselitz and inspired by observations of zebra herds in Southern Africa, he developed the Zebra Principle, an identity-based approach to branding and organisational development. First published in 2006 as “Das Zebra Prinzip”, the concept has since evolved into a comprehensive framework for leadership, culture, communication, design, and transformation.
Alongside his consulting work, Dietrich teaches and writes on corporate identity, brand strategy, and value-based organisational development. His perspective is shaped by three decades of practice, hundreds of workshops and interviews, and a continuing interest in the relationship between identity, behaviour, and resilience.
With “The Zebra Principle Reloaded”, Fridolin Dietrich presents in fall 2026 the culmination of more than thirty years of professional experience and two decades of Zebra thinking. The book invites leaders, brand professionals, consultants, educators, and students to understand branding not as surface, message, or campaign, but as identity-based resilience in times of change.