BRANDING
Clarity
before creation.
A meaningful brand does not begin with a logo or a website. It begins with an understanding of the business, the market and the people for whom the company creates value. Our Brand Strategy service defines what the brand stands for, what sets it apart and how it should position itself. We create a clear strategic direction to guide the brand’s visual identity, communications, customer experience and all future decisions.
What is brand strategy?
Brand Strategy is the process of defining the direction that guides the way a company presents itself, communicates and builds relevance in the market. More than just a document, it is a decision-making system. It aligns the reality of the business with the perception the company aims to build amongst customers, employees, partners and other strategic audiences.
Through auditing, research and analysis of the competitive landscape, we identify what makes the company stand out and transform that unique selling point into a clear value proposition. We define the positioning, narrative, messages and principles that should guide the brand. This foundation enables us to make more coherent decisions regarding visual identity, the website, content, marketing tools, campaigns and the brand experience.
When it makes sense
Should you invest in brand strategy?
A brand strategy is recommended when a company needs to make fundamental decisions regarding its positioning, differentiation or future.
It may make sense to move forward when:
01
It is not clear what sets the company apart
The company has the expertise, capability and competitive strengths, but finds it difficult to explain in simple terms what sets it apart.
02
Communication is fragmented
The website, marketing materials, presentations and content do not convey a coherent picture of the company or the value it offers.
03
The company is entering new markets
Internationalisation requires a position that is clear, relevant and adaptable to different contexts, whilst maintaining consistency.
04
A rebranding is planned
Before changing the logo or visual identity, it is necessary to clarify what should change, what should remain the same, and what perception the new brand should convey.
05
A new offer is launched
A new product, service or business model may require its own value proposition, brand architecture and narrative.
06
The brand needs to provide better support for the sales team
The strategy helps to organise arguments, messages and tools that make the company’s proposition clearer during the sales process.
How we develop
a brand strategy?
Each project is tailored to the company’s specific circumstances, size and ambitions.
The process combines analysis, collaboration and strategic synthesis.
01
Brand audit and analysis
We analyse the current brand, the business, the offering, the communication, the touchpoints and existing perceptions. We identify strengths, weaknesses, inconsistencies and opportunities.
02
Research
We analyse the market, competitors, target audiences and relevant trends. We hold meetings, gather internal insights and seek to understand the criteria that influence decision-making.
03
Strategic definition
We clarified the brand’s purpose, ambition, value proposition, positioning and territory. We identified the unique selling point that should take centre stage in the brand’s communications.
04
Narrative and messages
We translate the strategy into clear language. We define the narrative, the tone of voice, the key messages and the arguments that should guide institutional and commercial communication.
05
Brand guidance
We have structured the strategy into a practical and applicable brand platform. This direction now guides the visual identity, the website, the content, the campaigns and the brand experience.
This may include a
Brand Strategy project?
What might a brand strategy project include?
01
Brand audit and analysis
Analysis of the brand, communication, competition, touchpoints, and internal and external perceptions.
02
Market research
Analysis of the sector, competitors, target audiences and trends relevant to the business.
03
Brand positioning
Defining the position the brand intends to occupy in the market and the concept by which it wishes to be recognised.
04
Value proposition
An explanation of the value the company creates, for whom it creates it, and why it should be chosen.
05
Strategic rebranding
Redefining the brand’s direction prior to developing a new visual or verbal identity.
06
Brand architecture
Organisation of the relationships between the main brand, sub-brands, products, services and business units.
07
Naming
Naming for companies, brands, products or services, taking into account strategy, differentiation, language and feasibility.
08
Purpose, mission, vision and values
Defining the principles that guide the organisation and help to align its culture, decision-making and communication.
09
Narrative and tone of voice
Creating a coherent narrative and a recognisable communication style, tailored to the brand’s personality and target audiences.
10
Brand positioning and concept
Development of a verbal concept capable of summarising the brand’s positioning and guiding its communication.
11
Communication strategy
Defining the objectives, target audiences, messages, priorities and channels that will drive the brand strategy forward.
Strategy first. Expression second.
Brand Identity
Brand
Identity
Visual identity, logo design, graphic systems, packaging, signage and brand book.
Brand Experience
Websites, UX/UI, online shops, exhibition stands, employer branding and business tools.
Brand Activation
Brand
Activation
Through concrete and relevant actions, promote the brand on the right channels.
Your brand keeps up with
What are your company’s ambitions?
Let’s start by talking about the brand’s current situation,
the challenges facing the business and what needs to change.
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