Services for building
and managing brands.
We help with new brands, rebrands and the day-to-day decisions involved in managing a portfolio. The services below can form a single project or part of a longer programme.
Research & insight
We study the market, your customers and your existing brand to work out what the project needs to address.
Research findings, priority audiences and recommendations for further investigation.
Research
Define the questions, choose research methods and review existing evidence before commissioning new work.
Brand audit
Review what the brand promises, how it presents itself and what customers experience. Identify what to keep and what needs attention.
Portfolio audit
Map the current brands and products, their audiences and their roles. Look for gaps, overlap and sources of confusion.
Product research
Explore how people choose and use a product, what gets in their way and which needs remain unmet.
Audience segmentation
Group customers by needs, behaviour and priorities so the business can make clearer choices about whom to serve.
Competitive analysis
Compare competing offers, positioning and customer experiences to understand the choices people already have.
Brand & portfolio strategy
We define what each brand offers, whom it serves and how your brands and products relate to one another.
Positioning, a description of the offer and rules for managing the brand portfolio.
Brand strategy
Define the role of the brand in the business, the people it should serve and the choices that will guide its development.
Positioning
Agree what you want to be known for, whom it matters to and why the business can credibly deliver it.
Brand platform
Set out the purpose, promise, values and character of the brand in a shared reference for the team.
Value proposition
Explain the benefit of the offer, the need it answers and the reasons to choose it.
Brand economics
Agree how to assess brand investment using the business data available, and set measures for reviewing progress.
Brand architecture
Define the relationships between the company, its brands and its products, with clear roles and naming rules.
Portfolio strategy
Decide which audiences and markets each brand should serve, where to expand and where to combine or remove offers.
Private label strategy
Define the role, positioning and structure of own-label ranges within the wider retail offer.
Product & go-to-market
We develop and test product ideas, then plan the pricing, channels and resources needed to launch them.
A product proposal and launch plan, with assumptions to test and measures to track.
Product strategy
Choose the customer problem to solve, the value the product should provide and the priorities for its development.
Product concept development
Develop product ideas into proposals that describe the customer need, offer and intended use, ready for testing.
Concept testing
Test proposed offers with the intended audience to understand their appeal, clarity and barriers to adoption.
Pricing strategy
Consider customer value, competing offers and the economics of the product when deciding how to price and structure it.
Product growth strategy
Assess opportunities among new audiences and markets, or through changes to existing products, and decide which to pursue.
Go-to-market strategy
Bring the launch into one plan: audience, proposition, channels, budget, sequence and measures of progress.
Naming & identity
We develop names, language and visual identities, with guidelines and examples your team can use.
Names, messaging, design files, application examples and guidelines, as agreed in the brief.
Naming
Develop names for companies, brands and products, with a clear rationale for the direction.
Naming systems & product nomenclature
Create a consistent structure for product families, ranges and variants so customers can find their way through the offer.
Verbal identity
Develop the brand story, tone of voice and language principles, with examples of how to use them.
Visual identity
Design the logo, typography, colour, imagery and graphic system, then show how they work across relevant applications.
Creative platform
Develop a central creative idea that teams can use across campaigns, with examples of how it works.
Brand guidelines
Document the strategy, language and design rules in a reference that helps teams and partners produce consistent work.
Communications strategy
We plan what to say, whom to reach and which channels to use, with a budget and measures for reviewing results.
A plan covering audiences, messages, channels, timing, budget and measurement.
Communications strategy
Decide whom communication needs to reach and what it should help them understand or do.
Messaging system
Organise the key messages and supporting evidence for each audience, product or stage of the customer journey.
Media strategy
Choose the channels, their purpose and timing, and how they will work together.
Communications budgeting
Allocate the budget across channels, activities and stages of the programme.
Communications effectiveness
Set objectives and measures, review results and identify what to adjust in the next round of work.
Implementation & capability building
We help your team introduce the new brand through training, design reviews, working tools and a rollout plan.
A rollout plan, assigned responsibilities and the tools and training agreed for your team.
Strategic workshops
Bring the people making the decision together to examine the evidence, compare options and agree a direction.
Change management
Plan responsibilities and the sequence of changes, and work through the concerns that could hold implementation back.
Brand-led business transformation
Plan the changes to products, service and business operations required by the brand strategy.
Team & function transformation
Clarify roles, responsibilities and ways of working for the teams that need to deliver the change.
Workshops & training
Help teams understand the strategy and practise using the new language, identity and tools in their own work.
Technology & AI
Structure brand information for use by digital tools, and introduce AI into agreed business workflows.
Implementation support
Review designs and materials as they develop, answer the team’s questions and check the work against the guidelines.
Management standards & playbooks
Set out how decisions are made, work is approved and standards are maintained across teams and partners.
Pilot launches & activations
Trial the proposed changes on a limited scale, review the response and adjust the plan before a wider rollout.
Agreeing the scope.
We will discuss the brief, timing and budget, then propose a scope. This sets out the research, deliverables, people involved and any support you need after handover.