A brand’s strategy is tightly linked to the size of the brand and is its future. It is the beginning of any branding project. A brand’s strategy is tightly linked to the size of the brand and is its future. It is the beginning of any branding project, regardless of whether we are working on an identification system for an international company, or the package concept of a niche yogurt brand.
Strategy is the basic activity which determines a brand’s positioning and personality, create its world, inspires and directs its creation. The tools we use, allow us to transform the strategic concept into a creative solution in a clear way for the target audience.
Defining the brand’s essence
Developing the brand’s world
Communication activities around a brand stimulate its impact over a given time and must be repeated with a certain regularity. Brand development is a long term activity, in some sense constant, which establishes a brand and build trust among consumers.
The starting point is to determine the competence of the brand, congruent with the strategy and its philosophy and positioning. On this basis, we determine new areas and product categories, which can be taken under the brand’s wing without undermining its image, but rather strengthening it.
During the process of creating a brand, it is important to define its architecture, through which the brand, like a well-designed building, will be noticeable and clear to the observer.
For us, this is the time when we determine how a brand should be constructed (personal, umbrella, brand line, assortment, etc.) and the structure of verbal and non-verbal messages associated with it.