A brand strategy that gives direction.
- ✓Positioning, brand story and core values as the foundation
- ✓The thinking before the logo, so every choice holds up
- ✓20+ years of experience, office on the Overtoom in Amsterdam
What is brand strategy, and why does it come before the logo?
Brand strategy is not the design, it is the thinking underneath it: positioning, brand story, core values, audience and tone of voice together. It sets where you stand, what sets you apart and who that matters to. Only once those choices are sharp do you know why a logo turns out green or blue, and why you sound like this and not otherwise. Foundation first, then form: a beautiful logo on a shaky foundation falls over sooner or later.
For anyone a sharp
strategy makes the difference for.
Starters who want it right from the off
You do not start with a logo, you start with a story. Get the strategy sharp first, so you are not repositioning again two years from now.
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Established brands that have drifted
Your business has grown, your positioning has not. We bring the sharpness back: where you stand, what sets you apart and who that matters to.
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Teams communicating in every direction
Every department tells a slightly different story. A strategy with clear core values and a tone of voice that gets everyone speaking the same language.
More →The thinking before the design.
Three layers that together form your foundation. Each layer makes the next choice easier.
Positioning and distinction
Market analysis, competitor research and audience personas, translated into one sharp position: where you stand, against whom and why you. The choice that makes every later choice easier.
Choose first, then buildBrand story and core values
Why do you exist, what do you believe in and what do you promise your customer? A brand story with core values that do not hang on the wall as a poster but genuinely steer what you do and say.
The story under the form
Audience and tone of voice
Who is your ideal customer really, and how do you sound to that person? From audience personas to a tone of voice that makes your brand audible, on your site, in your quote and on social.
Recognisable in every wordFrom analysis to foundation.
Discovery
We dig into your market, competitors and audience. Interviews and workshops: we get to know your business from the inside.
Positioning
Based on the insights we choose one sharp position: where you stand, what sets you apart and who that matters to.
Story and values
Brand story, core values and brand personality: the foundation every design and every text rests on later.
Roadmap
Audience personas, tone of voice and a practical roadmap, so the strategy is directly usable in branding and communication.
Brand pointing in
every direction at once?
Together we look at where your brand stands now and which choice brings the most clarity.
Positioning is daring to choose what you are not. That makes every decision after it, from colour to campaign, suddenly easy.
Alex puts it like this:
“Try to appeal to everyone and nobody notices you.”
Work we are proud to show.
Frequently asked questions about brand strategy
Click a question for the answer.
Ready for a brand that gives direction?
Book an intro call with no obligation. We start with the strategy, the foundation under your logo, visual identity and website.
