Brand Strategy

In brand strategy, experience is everything. Our founder has run over 300 brand positioning projects internationally. Our Experience is matched with our passion and a sense of privilege that comes in helping companies set brand direction.

We work with iconic, national, international, and smaller and emerging brands. Our process is scalable to any business size. We help position brands in the marketplace and mind of the consumer.

Our True North brand positioning process has been forged through experience. We use our cross-category skills and latest professional and academic thinking to position your brand in the marketplace and mind of the consumer. The method is robust, highly motivating to the team and sets a single clear engaging direction for the brand.

In developing brands, we adhere to three broad principles:

• The strategy and positioning must be true to the brand. There is no point positioning the brand in a way that is unobtainable or unrealistic in terms of the brands delivery.
• The strategy and positioning must be distinct to the competition. Visual differentiation is a cost of entry. But positioning your brand within a category with often few overall drivers of purchase is more complex. We must be strategically distinct.
• The strategy and positioning must be motivating to the consumer. We create and curate brands. They exist within the culture and personal perception of the customer or consumer psyche. We must understand why or how our brand can appeal, and what role it can play for its customer or consumer.

These considerations are formative within our brand definition and development process, a process we term True North:

• True to the brand: To understand the true or potential nature of the brand, we conduct a series of internal key stakeholder interviews within the brands organisation.
• Distinct from Competition: We conduct global or national competitive reviews and (research based) analysis to understand competitors and their strategic positioning and strengths within the market.
• Motivating to the customer: We use research to understand the customers perception of the category and brands; the customer journey and experience and motivations and goals within that journey.
• Brand True North: Finally, we often bring the key stakeholders together in a brand workshop or move straight to the final report. Where we bring all previous knowledge together in a summation report.

We tailor each brand project to the specific needs and objectives of our clients. However, they often include some or all the typical process below: