Brand strategy is the creation of a brand in all areas of its manifestation based on an in-depth study of a niche, audience, competitors and product.
Brand strategy helps to:
stand out from competitors
have a clear position
find your client
get a development perspective for years to come
create added value for your product
Work stages
Step 1. Research
Product analysis
Finding product features.
Description of the value proposition.
Formation of USP according to the method of John Carlton.
Conducting a 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 buyer 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 of the 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 identity
Brand core
Archetype: finding the basis of the brand’s character.
Benefits: answering the question of how the brand is useful for customers.
Positioning: determining the position of the brand in the minds of customers.
Mission: answering the question why the brand exists.
Segmentation: preparing a sample for which the brand will exist and develop.
Verbal system
Naming: creating a brand name.
Tone of voice: setting the manner of communication between the brand and the consumer.
Editorial policy: formation of regulations defining the standards and capabilities of Tone of Voice.
Image messages: creating examples of advertising materials to show the use of ToV.
Visual system
Metaphor: translating a brand from an abstract set of parameters into a clear set of components.
Color graphics: conveying brand emotions through colors.
Photo style: showing how the brand sees the world around it.
Brand code: logo development, corporate elements and iconography.
Typography: creating a signature that reflects the character of the brand.
Brand guideline
Description of the character and emotional component of the company, reflecting all the features of design and communication with consumers.
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.
assistant
Kristina Parshova
Believes in the power of small steps that lead to big results.
Work result
clear position
During the analysis stage, you gain an understanding of niche players' positions and customer needs, enabling you to choose the most advantageous positioning.
modern image
Thorough research reveals communication trends, providing you with a fresh perspective for the industry when forming your design strategy.
brand guide
With a well-structured brand guideline, you can quickly scale your brand and provide clear, comprehensive, and effective instructions for layout design.
Why should you order a brand strategy?
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
For the Prezex condom brand, we developed the concept of an invisible partner who is always there when needed but doesn't draw attention to themselves. We conveyed this idea through the tactile sensations of the product. This approach allowed us to address two audiences, evoking an emotional response from the younger group while reflecting straightforward meanings for the more conservative one.
We have developed corporate brand strategy 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 formed the basis of the concept and supported the general principles of the institute's work.
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.
FAQ
How long does it take to create a brand?
Brand development includes several complex stages, and the timeline is determined individually for each client. On average, the process takes about two months or more.
What aspects of the business do you consider when developing a brand?
We study the company, its product, existing audience, and competitors. We also request any prior research, strategic hypotheses, and marketing analysis to make the branding process even more effective.
Who is involved in the brand development process?
Our branding team includes a creative director, brand strategist, brand designer, account manager, graphic designer, and copywriter.
Is there a difference in approach between B2B and B2C segments?
Yes, these segments differ in many ways. For B2C, emotional connection plays a key role, which influences the brand concept. In B2B, reputation and corporate image are paramount. We’ve worked across both markets and understand their unique specifics.
How do you comply with industry standards and constraints?
Research is a critical part of our process. We thoroughly analyze industry characteristics and audience behavior to ensure the brand meets all relevant standards and requirements.
Will the brand need changes or updates in the future?
We create brands with sustainability and long-term growth in mind. Our approach takes into account evolving trends, shifting audience needs, and competitor activity, so the brand stays relevant and effective over time.
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.
order
a brand
strategy
Monitoring and improving
By continuing to use our website, you consent to the use of cookies. We use cookies to enhance user experience, analyze traffic, and personalize content.
