Services / Brand & Identity
Brand Strategy
Positioning before pixels.
from $390
ServiceProject3–4 weeksMost brands do not have a design problem; they have a decision problem. Who is this for, what do we stand for, what do we refuse to be, and what do we call it? Brand Strategy is where those decisions get made and written down, so every designer, copywriter and salesperson afterwards is working from the same page.
The engagement is a set of short, structured workshops with the founders and whoever shapes the product, followed by research into the category and its customers. From that we write the positioning statement, the messaging framework (what we say to whom, in what order), the brand architecture if there is more than one product, and, when needed, a shortlist of names that are available to use.
It ends with a document you will still be quoting in three years, and a creative brief that makes the identity work that follows faster and cheaper.
Choose your weave
Packages
Essence
Brand Essence Codex
Purpose, values, personality and positioning, written down.
one-time
Two workshops and a Brand Essence Codex: purpose, vision, mission, values, archetype, personality, positioning and promise, with the brand essence and emotional-journey wheels.
- Strategy workshops — 2
- Brand Essence Codex
- Essence & emotional-journey wheels
- Competitor review
- Messaging framework
- Brand architecture
- Naming shortlist
- Creative brief for the identity
- Timeline
- 1–2 weeks
- Revisions
- Two rounds
Positioning
Positioning & Messaging
The codex, the competition and what to say to whom.
50% deposit to start
The Brand Essence Codex plus a review of up to five competitors, a messaging framework by audience and the brand architecture for your products and services.
- Strategy workshops — 2
- Brand Essence Codex
- Essence & emotional-journey wheels
- Competitor review — Up to 5 brands
- Messaging framework
- Brand architecture
- Naming shortlist
- Creative brief for the identity
- Timeline
- 3 weeks
- Revisions
- Two rounds per document
Naming
Strategy & Naming
Everything above, plus a name you can register.
50% deposit to start
Positioning and messaging plus naming: generation, screening for domains, social handles and obvious trademark conflicts, and a shortlist of five to ten names with rationale.
- Strategy workshops — 3
- Brand Essence Codex
- Essence & emotional-journey wheels
- Competitor review — Up to 5 brands
- Messaging framework
- Brand architecture
- Naming shortlist — 5–10 screened names
- Creative brief for the identity
- Timeline
- 4 weeks
- Revisions
- Two rounds per document
| Compare | Brand Essence Codex$390 | Positioning & Messaging$790 | Strategy & Naming$1,190 |
|---|---|---|---|
| Strategy workshops | 2 | 2 | 3 |
| Brand Essence Codex | |||
| Essence & emotional-journey wheels | |||
| Competitor review | Up to 5 brands | Up to 5 brands | |
| Messaging framework | |||
| Brand architecture | |||
| Naming shortlist | 5–10 screened names | ||
| Creative brief for the identity |
What you get
- Brand Essence CodexWord, PDFPurpose, vision, mission, values, archetype, personality, promise and the brand essence wheel.
- Positioning statementPDFAudience, category, differentiator and reason to believe, in one page.
- Messaging frameworkPDFCore message, three pillars, proof points and tone, by audience.
- Brand architecturePDFHow products, sub-brands and services relate and are named.
- Naming shortlistPDFFive to ten names with rationale and domain, social and trademark screening.
- Creative briefPDFThe hand-off for identity, web and campaign work.
How it works
- 01
ImmersionWeek 1
Founder interviews, customer conversations where possible, and a review of the category and its competitors.
- 02
WorkshopsWeek 1–2
Two working sessions: what the brand stands for, and how it should be spoken about.
- 03
Strategy draftWeek 2–3
Positioning, messaging and architecture drafted, reviewed and tightened.
- 04
Naming (optional)Week 3–4
Generation, screening and a shortlist with availability checks.
Included
- Founder and stakeholder interviews
- Competitor and category review
- Two strategy workshops
- Positioning, messaging and architecture documents
- A creative brief for the identity team
Not included
- Quantitative market research (see Market Research)
- Trademark registration and legal clearance
- Visual identity design
What changes
- One shared answer to 'what are we and who is it for'
- Copy and design decisions that stop being arguments
- A name you can actually register, when naming is included
What we need from you
- Founders available for two workshops of about two hours
- Access to any customer research, sales decks and analytics you have
- Honesty about what has not worked
Service levels
- Response time
- Within one business day
- Support
- Email, WhatsApp, Video call
- Guarantee
- Unlimited revisions until it is right, within the agreed scope.
Add-ons
Extra revision round
One more round of changes on a package with a fixed number of rounds.
Loose threads
Questions,
answered
No. About half of our strategy work is for established businesses whose story has drifted from what they now sell.