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Brand strategy

How we work

Work on every brand should start with a strategy, just as every journey begins with setting a goal. Without a goal, you can’t set a route, and without a route, you travel in a random direction. If marketing is to lead to a certain result, it can’t be a spontaneous ride.

Why do I need this strategy?

Do you know the term “presidential marketing”? It’s the kind of activity that the marketing department (or a hired company) does to please the president who pays them. Tragic, isn’t it? The president is the target of his own campaign, and its success is measured by how much the president likes it. We encounter this all the time. This is how marketers and service marketing companies operate in many firms – instead of determining what value the brand brings to the lives of its customers and striving to improve that quality, they focus on satisfying the whims of a person who may not be knowledgeable about it. Ultimately, it turns out poorly… but whose fault is it?

15 years of working with companies has taught us that a strategy that is not named and written down does not exist. Owners barely remember why they created the company, and employees think that the company is about what they do within it. There is a lack of goals, a common denominator, a vision that leads everyone in the same direction, and a mission that can be conveyed to new employees.

The goal determines the method, and every method leads to some goal. Do you know what goal your method leads to?
Filip Kuźniarz – Wizualni
An entrepreneur often knows too much about their company to be able to decide what is important from the client’s point of view – this phenomenon is called the “curse of knowledge” and it hinders communication.
In our work with clients, we often hear “we stand out with high quality” - almost everyone says this, but few can quickly explain what it actually means. High quality is not a good differentiator for a brand because it means something different to everyone.
In most industries, the client is not able to assess the quality of our work before purchasing it. This means that the strategy for acquiring clients must be based on something other than good performance of our work. If we don't find a way to convince a client who doesn't know us, we won't have the opportunity to show them how well we work.

How we works?

Hourly consultations

Sometimes entrepreneurs need to discuss just one topic, check something, learn something… or simply get to know our style of conversation before deciding to order a strategy. For such clients, we offer our time on an hourly basis online or on-site, with no obligations.
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Brand discovering workshops

In many small and medium-sized companies, employees actively co-create the brand. In such teams, we can discover and formulate the brand identity together with the entire team. It’s an opportunity to jointly answer key questions and further integrate the team under a common banner.
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Written brand strategy

Strategy is not a vague idea of what the brand is about. Strategy is SPECIFIC. Only such a strategy can be conveyed to the team of employees and subcontractors and serve as a common denominator for all brand activities. Only such a strategy can be enforced.
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Branding & rebranding

A brand strategy, in addition to the mission, vision, archetype, and communication style, must be presented through name, images, and colors. These too must be well taken care of and consistent with strategic assumptions. We provide the brand with all the elements it needs to look dignified and understandable.
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Brand implementation workshops

When the brand identity has been discovered, the strategy written, and the branding materials designed and produced, it still needs to be implemented – to tell the team about it, show how to use it, and explain what it provides. A strategy that remains only on paper will not work.
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How can we help you?

We listen to our customers to understand their needs well and find dedicated solutions. Every person and every business is different. Even similar problems often require different methods to be effective. A good briefing is the foundation of the service.

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