Brand Strategy

Brand Strategy

We are one of the most experienced brand strategy companies in Australia. Our founder has run over 300 brand architecture and positioning projects over 4 continents. Experience is everything within brand consultancy, we have plenty, matched with passion and a sense of privilege that comes in helping companies set brand direction.

We believe strategy has to be free from the influence of execution. (Often Agencies will have a creative ‘execution’ and the ‘strategy’ becomes nothing but a post rationalised journey to that execution). Hence, our business model does not include creative services (but does include access, if desired, to numerous, experienced brand identity companies we have worked with over many years – post-strategic development).

Brand strategy is the foundation for years of communication strategy and campaign development. As such, should be based on a thorough insight and understanding into your business, your category and consumer, and of course your product or service.

We have and continue to work with iconic, national, international and start-up brands. Helping them position themselves in the marketplace and mind of the consumer. Our True North brand positioning process has been forged through experience and always results in energised brand teams/owners who have a clear brand direction. Our philosophy is based on being true to the product, distinct from the competition and engaging to the consumer.

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

Internal Interviews

Internal Interviews

Understand internal ambition within the business

Competitive Review

Competitive Review

Competitor analysis define strengths and positioning

Customer Research

Customer Research

Map market and understand/define customer

True North Workshop

True North Workshop

Internal stakeholder group workshop to finalise brand elements

True North Report

True North Report

Final recommendation brand direction

Internal Interviews

Internal Interviews

Understand internal ambition within the business

Customer Research

Customer Research

Map market and understand/define customer

True North Report

True North Report

Final recommendation brand direction

Internal Interviews

Internal Interviews

Understand internal ambition within the business

Customer Research

Customer Research

Map market and understand/define customer

True North Report

True North Report

Final recommendation brand direction

Competitive Review

Competitive Review

Competitor analysis define strengths and positioning

True North Workshop

True North Workshop

Internal stakeholder group workshop to finalise brand elements