The brand core transforms a company from an abstract system into a real person with its own character, principles and views.
A brand core is the starting point for the development of a company as a brand, from which its appearance, communication style and promotion will be formed.
It defines the ideological attributes of the brand. Its goal is to fill the company with meanings, emotions and rational advantages. It allows you to use resources efficiently and build transparent communication both with the outside world and within the brand.
Brand core helps to:
stand out from competitors
form an image
win customer loyalty
increase market share
expand the product line
identify brand values
create brand architecture
create a clear brand positioning
create added value for your product
Work stages
Step 1. Research
Product analysis
Finding product features.
Description of the value proposition.
Formation of the USP according to the method of John Carlton.
Conducting three-level product analysis.
Market analysis
Analysis of niche trends.
Studying the influence of external factors.
Preparing interviews to determine the current and desired state of the company using the SCORE method.
Description of the industry life cycle model.
Organizing interviews to highlight the motives of customer behavior.
Competitor analysis
Finding promising niches.
Studying the positioning of other players.
Formulation of patterns.
Distribution of competitors on the map according to brand values.
Deconstructing the image — making connections between sensations and the product.
Identifying advantages using the competitiveness polygon.
Audience analysis
Segmentation and profiling of audiences using empathy maps.
Identification cultural code.
Formation of a user journey with motives and barriers to making decisions in your favor.
Organization of psychographic analysis characterizing the consumer’s lifestyle.
Step 2. Brand core
Brand archetype
Distribution competitors according to the archetype map, determine the most free niches.
Mission and values
Defining the main goal of the company and formulating the mission, highlight the brand values, describing how they will be revealed.
Audience segmentation
Identification of audience segments relevant to the brand, description of the features of working with each selected segment, and determination of the parameters of the consumer sample that affect positioning.
Brand benefits
Correlating actual benefits with the desires of audience segments, forming the key advantages of the product.
Positioning
Determining the most effective type of positioning and formulating it for the brand.
Project team
ceo
Alexander Rusin
Knows what makes a team effective and focused on results.
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
project manager
Elena Chernikova
Appreciates projects built on complete mutual trust.
strategist
Yana Bilyuga
Lives by insights, which helps you feel each project better.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result
clear brand position
During the analysis stage, you understand the positions of competitors and customer needs, enabling you to choose the most advantageous positioning.
development foundation
During the brand attributes creation stage, you receive the fundamental elements upon which brand identity, advertising promotion, and audience communication will be built.
brand loyalty
Creating a strong brand core promotes brand loyalty by providing a clear and understandable identity to your audience and helping you achieve long-term success.
Why should you order a brand core?
We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.
Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.
Project examples
We have developed a brand core for the East European Institute of Psychoanalysis. We used the Mage archetype and the idea of highlighting the main thing from the general flow of information (as happens during a session with a psychotherapist). This supported the general principles of the institute's work.
For Victoria 92 fruit horticulture, the development of a brand core included the idea of giving the company the image of a progressive player, but without a focus on technology.
The "Wild Path" tourist complex consists of three facilities. Each was given an individual appearance, yet all are unified by a common concept — ural minimalism.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity and starts at 12,000 US dollars.
FAQ
How do you connect brand values to the visual identity?
The visual concept reflects the core values the brand stands for. These values can be embedded in the design metaphor, color palette, or typography. Together, these elements form a cohesive and meaningful brand image.
Is there a difference in brand core for startups versus large companies?
Startups usually require less preparatory research. The larger the company, the more history, experience, and established values it has — which calls for more resources from the agency. In contrast, it’s often easier to define a clear meaning and image for small businesses, since they typically have fewer audiences and more straightforward brand attributes.
Can a brand core remain relevant in a changing market?
We develop flexible brand platforms that can adapt to both market shifts and internal changes while preserving the brand’s core elements and identity. For example, the platform allows a brand to express the same values differently depending on the audience — seriously for investors, emotionally for customers, and inspirationally for employees.
What KPIs help measure the effectiveness of a brand core?
Brand platform performance can be assessed through increased brand awareness, stronger audience loyalty, deeper emotional connection, and enhanced company image. It’s also important to monitor shifts in consumer perception to adjust the strategy if needed.
How often should a brand core be updated?
It’s essential to regularly monitor the market, audience behavior, and competitors — and adapt accordingly. This also includes tracking consumer engagement and brand relevance. However, a well-developed brand core is designed to last for years.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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