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\u2019s visual identity, communications, customer experience and all future decisions.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\t\t
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.
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A brand strategy is recommended when a company needs to make fundamental decisions regarding its positioning, differentiation or future. It is not clear what sets the company apart Communication is fragmented<\/strong> The company is entering new markets<\/strong> A rebranding is planned<\/strong> A new offer is launched<\/strong> The brand needs to provide better support for the sales team<\/strong> Each project is tailored to the company\u2019s specific circumstances, size and ambitions. Brand audit and analysis Research<\/strong> Strategic definition<\/strong> Narrative and messages<\/strong> Brand guidance<\/strong> Brand audit and analysis<\/strong> Market research<\/strong> Brand positioning<\/strong> Value proposition<\/strong> Strategic rebranding<\/strong> Brand architecture<\/strong> Naming<\/strong> Purpose, mission, vision and values<\/strong> Narrative and tone of voice Brand positioning and concept<\/strong> Communication strategy<\/strong> Visual identity, logo design, graphic systems, packaging, signage and brand book.<\/p>\n\t\t
It may make sense to move forward when:<\/strong><\/p>\n\t\t01<\/h2>\n\t\t\t\t\t
<\/strong>The company has the expertise, capability and competitive strengths, but finds it difficult to explain in simple terms what sets it apart. <\/p>\n\t\t\n<\/div>\n02<\/h2>\n\t\t\t\t\t
The website, marketing materials, presentations and content do not convey a coherent picture of the company or the value it offers.<\/p>\n\t\t\n<\/div>\n03<\/h2>\n\t\t\t\t\t
Internationalisation requires a position that is clear, relevant and adaptable to different contexts, whilst maintaining consistency.<\/p>\n\t\t\n<\/div>\n04<\/h2>\n\t\t\t\t\t
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.<\/p>\n\t\t\n<\/div>\n05<\/h2>\n\t\t\t\t\t
A new product, service or business model may require its own value proposition, brand architecture and narrative.<\/p>\n\t\t\n<\/div>\n06<\/h2>\n\t\t\t\t\t
The strategy helps to organise arguments, messages and tools that make the company\u2019s proposition clearer during the sales process.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\nHow we develop
a brand strategy?<\/h2>\n\t\t
The process combines analysis, collaboration and strategic synthesis.<\/p>\n\t\t01<\/h2>\n\t\t\t\t\t
<\/strong>We analyse the current brand, the business, the offering, the communication, the touchpoints and existing perceptions. We identify strengths, weaknesses, inconsistencies and opportunities.<\/p>\n\t\t\n<\/div>\n02<\/h2>\n\t\t\t\t\t
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.<\/p>\n\t\t\n<\/div>\n03<\/h2>\n\t\t\t\t\t
We clarified the brand\u2019s purpose, ambition, value proposition, positioning and territory. We identified the unique selling point that should take centre stage in the brand\u2019s communications.<\/p>\n\t\t\n<\/div>\n04<\/h2>\n\t\t\t\t\t
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.<\/p>\n\t\t\n<\/div>\n05<\/h2>\n\t\t\t\t\t
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.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\nThis may include a
Brand Strategy project?<\/h2>\n\t\t\t\t\tWhat might a brand strategy project include?<\/h2>\n\t\t\n<\/div>\n\n<\/div>\n
01<\/h2>\n\t\t\t\t\t
Analysis of the brand, communication, competition, touchpoints, and internal and external perceptions.<\/p>\n\t\t\n<\/div>\n02<\/h2>\n\t\t\t\t\t
Analysis of the sector, competitors, target audiences and trends relevant to the business.<\/p>\n\t\t\n<\/div>\n03<\/h2>\n\t\t\t\t\t
Defining the position the brand intends to occupy in the market and the concept by which it wishes to be recognised.<\/p>\n\t\t\n<\/div>\n04<\/h2>\n\t\t\t\t\t
An explanation of the value the company creates, for whom it creates it, and why it should be chosen.<\/p>\n\t\t\n<\/div>\n05<\/h2>\n\t\t\t\t\t
Redefining the brand\u2019s direction prior to developing a new visual or verbal identity.<\/p>\n\t\t\n<\/div>\n06<\/h2>\n\t\t\t\t\t
Organisation of the relationships between the main brand, sub-brands, products, services and business units.<\/p>\n\t\t\n<\/div>\n07<\/h2>\n\t\t\t\t\t
Naming for companies, brands, products or services, taking into account strategy, differentiation, language and feasibility.<\/p>\n\t\t\n<\/div>\n08<\/h2>\n\t\t\t\t\t
Defining the principles that guide the organisation and help to align its culture, decision-making and communication.<\/p>\n\t\t\n<\/div>\n09<\/h2>\n\t\t\t\t\t
<\/strong>Creating a coherent narrative and a recognisable communication style, tailored to the brand\u2019s personality and target audiences.<\/p>\n\t\t\n<\/div>\n10<\/h2>\n\t\t\t\t\t
Development of a verbal concept capable of summarising the brand\u2019s positioning and guiding its communication.<\/p>\n\t\t\n<\/div>\n11<\/h2>\n\t\t\t\t\t
Defining the objectives, target audiences, messages, priorities and channels that will drive the brand strategy forward.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\nStrategy first. Expression second.<\/h2>\n\t\t\n<\/div>\n
Brand Identity<\/h2>\n\t\t\t\t\t
Brand
Identity<\/h2>\n\t\t\t\t\t