Brand strategy
We develop a brand strategy that defines the brand’s role, voice, visual principles and rules for using them. After handover, the team can use it for new materials and situations.
We define the brand’s position and character, then establish how it should speak to its audience and look so the team can apply the strategy consistently.
Study the brand
We examine the product, audience and competitors. We look at what current copy and design say about the company and where they diverge from its goals.
- From you
- Business description, website, presentations and competitor examples
- Step result
- Review of current communications and research questions
Define the character
We use archetypes to describe the brand’s role in the audience’s life. We test the chosen direction against the company’s real tasks.
- From you
- Participation from key staff and customer stories
- Step result
- Brand character, its role for the audience and suitable ways to communicate
Find the brand’s language
We translate the strategy into words, tone and visual principles. Examples show why some decisions fit the brand while others contradict it.
- From you
- Communication channels, message examples and design constraints
- Step result
- Rules for tone and design, examples of copy and visual techniques
Assemble the guide
We document the strategy and its rules of use. We agree on the handover and the form of collaboration with your team within the chosen package.
- From you
- Typical tasks and the team that will use the strategy
- Step result
- A strategy document with rules and examples
The next decision needs a character too
Every new page, presentation or product flow forces the team to choose. Options that seem convincing at first may express different relationships with the audience.
We define what the brand promises people, how it acts and how it speaks. We test whether these foundations help choose solutions for the company’s real tasks.
Start with how the company really works
We study the business, audience, competitors and existing communications. We identify where the position is already strong, where messages diverge and what must be preserved through change.
We do not choose an attractive image for a company apart from its work. Its character must rest on what it can demonstrate through its product, its treatment of people and its own decisions. This gives the future language a meaningful foundation.
Define the brand’s role
We use an archetypal model to describe how the brand acts, speaks and sets boundaries. We form a hypothesis and test whether it explains the company and helps choose solutions for its real tasks.
If the model misses a significant feature of the business, we refine the role using that experience.
Turn character into decisions people can use
From the role we derive tone, vocabulary, ways of presenting information and visual principles. Using company materials, we show when to explain in more detail, how an image can support a point and which choices change the character of communication.
We preserve the reasons behind decisions so the team can prepare the next piece of copy or screen independently. We agree how to apply the strategy to a website, presentation or flow when defining the scope of work.
Adoption should fit the format of the work
In the document, we connect the rules to the typical tasks of your team. We explain how to apply a principle, where variations are acceptable and when a rule should be reviewed.
A diagnosis helps set a direction, a strategy defines a system of rules, and implementation includes work on selected materials and a handover session. We agree on the collaborative work at the outset.
Apply the strategy to new tasks
The team keeps the document, examples and reasons behind decisions. Editors, designers and future contractors can preserve the brand’s shared character across different tasks.
As the company develops, the strategy helps assess which decisions continue its position and what should change.
How the work is organised
Study the brand
We examine the product, audience and competitors. We look at what current copy and design say about the company and where they diverge from its goals.
- From you
- Business description, website, presentations and competitor examples
- Stage outcome
- Review of current communications and research questions
Define the character
We use archetypes to describe the brand’s role in the audience’s life. We test the chosen direction against the company’s real tasks.
- From you
- Participation from key staff and customer stories
- Stage outcome
- Brand character, its role for the audience and suitable ways to communicate
Find the brand’s language
We translate the strategy into words, tone and visual principles. Examples show why some decisions fit the brand while others contradict it.
- From you
- Communication channels, message examples and design constraints
- Stage outcome
- Rules for tone and design, examples of copy and visual techniques
Assemble the guide
We document the strategy and its rules of use. We agree on the handover and the form of collaboration with your team within the chosen package.
- From you
- Typical tasks and the team that will use the strategy
- Stage outcome
- A strategy document with rules and examples
What the work includes
- Business review and audit of the website and communications
- Brand archetype diagnosis
- Description of the brand’s role, tone and boundaries
- Recommendations for the visual language
- Rules for the website, presentations and social media
- Document for the team and contractors
Depth of work and packages
Diagnosis
Quickly understand the archetype, communication conflicts and direction for improvements.
Interview and audit of current materials
Archetype diagnosis
A short document with findings and recommendations
Strategy
Build rules for the brand’s voice, visual language and behaviour.
Diagnosis and a strategic hypothesis
Tone, vocabulary and prohibited uses
Visual principles and examples of use
A document for the team and contractors
Implementation
Apply the strategy to a website, presentation or product flow.
Everything in the “Strategy” package
Applied to key pages or a deck
Examples of screens, messages and scenarios
A handover session with the team
What do you want to change about the brand?
Show us the company’s communications and tell us about upcoming changes. We will determine whether a diagnosis is enough, a full strategy is needed or it should be applied to selected materials.
After agreeing the work
- Materials about the company, product and audience
- Existing research and communications
- Decision maker and participants
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