Brand strategy and positioning
The Real Strategy, reinvented.
A strong brand starts with a clear course. Trying to appeal to everyone can cost a brand its identity. That is why we see your brand through the eyes of your customers and your people. Together we decide what your brand stands for, and that choice guides everything that follows. So your customer knows why they choose you.
What your brand means
Which expectation comes first?
What customers expect from you helps shape how they think about your brand. Those expectations can clash. A customer wants quick help, but personal advice sometimes takes more time. We advise on which expectation to prioritise, based on what matters most to your customer. We also assess whether your organisation can reliably meet that expectation. Other expectations remain important without having to be your main focus.
Our approach
Steer first, then make.
Steering a brand means choosing. Which customer you choose, what you leave out and what your brand dares to do. In conversations and workshops, we set the course with your team. We then take care of production. When time is freed up, we explore additional directions to help you make clearer choices.
Your place in the market
A position you can live up to.
Your customer can almost always go elsewhere. A position explains why they still choose you. Quality or service can tip the balance if your customer notices the difference. We investigate which advantage wins your customer over. Sometimes an opportunity is a good fit, but demands more from your organisation first. We then advise whether that opportunity justifies the changes in your organisation.
The course
A clear course, set down for your whole team.
We set out the course with you to guide your team in making decisions.
Brand purpose
The difference you want to make for your customers, and how you deliver on it.
Positioning
Why customers choose you, and what you therefore choose not to pursue. For example, a market that does not suit you.
Brand values
Principles that help your team choose what fits your brand. For example how you respond to a complaint.
How it works
From brand audit to roll-out.
It often starts with wanting to refresh your brand or make it more professional. A brand audit helps us explore whether that is the right step. You can also commission it separately. Sometimes your organisation or processes need to change first, rather than your brand.
Explore
We review how your brand presents itself and where you stand among competitors. What does your company stand for, and do your mission and vision still fit? We talk to your people and, where possible, your customers. You decide the scope of the brand audit before we begin.
Brand audit
An honest picture of your brand and where the gaps are. We discuss the findings with you. You also get a plan for defining your new direction. Whether you continue working with us is up to you.
Set the course
Together we decide on your positioning by defining who you serve and what sets you apart.
Brand story
Your brand purpose and mission in a brand story your people can tell. With a clear choice of audience and the key messages for them. Where needed, we also set out your brand architecture by defining the role of each brand.
Test
We test the course with management, employees and customers. Do customers recognise it, and can your team work with it? Based on that, we propose what to change and why.
Brand book and brand sheet
A course guides you best when you can test it. The brand sheet turns your brand book into rules. Work either meets them or does not. That way, your team checks all work against the same rules, including work with AI. Meeting the rules is the baseline. We also check whether the work makes your positioning clear to your audience.
Roll-out
We guide the internal and external launch with a plan, goals and metrics. And we train your people so they can put it into practice themselves.
Branding
From your course to a recognisable brand.
A clear course gives you the confidence to be bolder. Building on those choices, we explore imagery and language to create a distinctive identity. We help steer and together choose the creative execution that fits and stands out.
For whom
For those who steer the brand.
Marketing managers, directors and owners who set the course of their brand. Your brand lacks direction, or you are preparing to enter a new market, launch a new product or take the next step in its growth. In each case, the first question is what your brand stands for.
Work
What it delivered.
Vybe ยท RetailElegant, within reach. Setting the course for a new furniture brand.
At the table
Who you work with.
AI employees
Our people lead the process. The AI employees help create, each with a specialism, a name and a code of conduct. Nothing they make goes out until a person has approved it.
The Real Strategy,
reinvented.
Hans PrijsCreative Innovation Director[email protected]
Tell Hans where your brand stands today. We look at what you have. Then we discuss whether a brand audit is a suitable first step.