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
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.
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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.
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For fruit horticulture "Victoria 92" expertise included the concept of a progressive player for the company, but without a focus on manufacturability.
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How much does it cost?
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 25,000 US dollars.
Customer reviews
