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The English Edition. 2025.

From Blurity to Clarity.

Fifty years of branding work. The UID method, Unique Identity Design, written in English for the first time. Two books, one bundle.

View products See the Five Dimensions
  • 50 years in branding
  • 1998 Marketing Book of the Year, Sweden
  • 2008 UID, registered trademark

The UID method

Five dimensions.
One identity.

Five colour-coded fields hold the values that define a brand, an organisation, or a person. Pick three. Pick four. Pick five. Together they become impossible to copy.

UID is not USP. Selling proposition is what you say. Unique Identity is what you are.

The UID process

From trademark to trustmark.

A trademark is what you register. A trustmark is what you earn. UID BrandBase walks individuals and organisations from one to the other through guided value-selection, not borrowed buzzwords.

Volvo Cars do not sell cars. They invent and develop well-positioned safe cars and lead the world on that profitable market. The same logic powers every brand worth trusting. UID is the model behind that clarity.

  1. Discover.

    Surface the authentic values that already live in the work. Strip away what was inherited or imitated.

  2. Define.

    Place three to five values into the UID fields. Articulate them as the brand's working DNA.

  3. Differentiate.

    Communicate from the values, repeatedly. Become positioned in the only place that matters: the human mind.

The English Edition

Two books.
One bundle.
Live pricing.

Two books. One payment.

The UID English Edition.

Book 1, UID BrandMap. The thinking model. Pick three, four, or five values from the UID fields and build the brand of your future. Worked examples from Volvo, Apple, Rolex.

Book 2, Trustmark Management. The companion volume on human leadership and the connection between trust and growth.

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Håkan Lagergren, branding expert and inventor of the UID method
Håkan Lagergren. Gärsnäs.

The author

Håkan Lagergren.

Branding expert. Copywriter. Inventor of the UID method.

Born 1950 in Sweden. Fifty years inside the work of brand building, as copywriter, consultant, and author. Clients across Sweden, England, and Germany; among them Volvo Cars, Ericsson, SAS, Scania.

In 1998 his first book, Varumärkets inre värden, was named Marketing Book of the Year by the Swedish Marketing Association. In 2008 the UID symbol was registered as a trademark. In 2025 he wrote to the European Commission proposing UID as a tool to help European businesses compete.

European brands can make European businesses more competitive. The EU can answer the new world by sharpening the contents of its communication, through more efficient branding.

Letter to Mrs. Ursula von der Leyen, 10 February 2025.
Based Gärsnäs, between Malmö and Copenhagen.
Languages Swedish. English. German.
Trademark UID. Sweden, № 399 827. 2008.

Direct contact

Talk to Håkan.

For seminars, consultancy, EU programme inquiries, and book questions.

UID seminars run one to two days, in-house or in groups, preferably under Håkan's leadership. Every message is read personally.

[email protected]
+46 703 61 87 97
www.uidbranding.com

Send a message

Tell Håkan what you are building, where you are stuck, or what you want the Edition to answer first.