Brand Strategy Agency London

01Founder and stakeholder interviews

We interview the founder and 2 to 5 senior stakeholders at the start of every engagement to capture vision, point of view, business model nuance and the unspoken rules that shape the brand. Interviews are recorded, transcribed and synthesised into evidence-based strategic foundations. Per Marty Neumeier's published brand strategy framework, the strongest brands are built on a clear, defensible "onlyness" statement that emerges from founder-led discovery, not committee consensus.

• Pre-writing voice and POV interview
• Topic mapping to authentic expertise
• Voice playbook documented
• Founder approval on every draft

• 5 to 10 customer interviews per persona
• Recorded and transcribed for synthesis
• Evidence-based persona output
• Jobs-to-be-done mapped per persona

02Audience research and persona work

Personas built from real customer interviews and behavioural data, not generic templates. We interview 5 to 10 customers per persona segment, supplemented by CRM data, website analytics and social listening. Personas capture jobs to be done, buying triggers, common objections and the brands they already trust. Per the 2024 Edelman Trust Barometer, 67 percent of UK consumers buy from brands whose values align with theirs, which is only knowable through proper persona work.

03Three to five competitor positioning audit

We audit how 3 to 5 direct competitors position themselves on category, audience, price tier, tone and visual language. Positioning gaps are surfaced. White space mapped. Per Wally Olins' published brand audit methodology, the strongest brand positioning is the one a competitor would find hardest to copy, not the one most internally appealing. We document the audit with screenshots and competitive reasoning.

• 3 to 5 competitor pattern audit
• Convention mapping for buyer comfort
• Opportunity gap identification
• Screenshots and reasoning documented

• 12 Jungian archetypes applied
• Custom personality profile defined
• Tone of voice principles documented
• Visual language aligned to archetype

04Brand archetype and personality

We use the 12 Jungian brand archetypes plus a custom personality profile to give the brand a consistent character across every touchpoint. The archetype decision is rarely arbitrary: it is reverse-engineered from audience, founder voice and competitive set. Forrester's 2024 Brand Resonance report cites 41 percent stronger brand recall for brands with single archetype consistency over 3 years.

05Naming, messaging and proposition

Where the brief includes naming, we run a structured naming process (semantic exploration, linguistic screening, trademark check, domain availability). Where the name exists, we focus on messaging hierarchy: proposition (the promise), reasons to believe (the proof), and tone of voice principles. Naming projects typically run 4 to 6 weeks. Trademark screening is mandatory before final selection per UK IPO guidance.

• Semantic exploration and linguistic screening
• UK IPO trademark check before selection
• Domain availability verified
• Messaging hierarchy documented

• Monolithic, endorsed or freestanding defined
• Sub-brand relationships mapped
• Visual alignment rules established
• Future expansion paths planned

06Brand architecture decisions

For businesses with multiple products, sub-brands or services, we decide on brand architecture (monolithic, endorsed or freestanding) before any identity work begins. The decision affects every visual and messaging decision afterwards. Architecture mistakes cost 5 to 10 times more to fix later than to decide correctly upfront per InterBrand's 2024 brand architecture analysis.

Discover

Founder and stakeholder interviews. Customer interviews. Competitor audit. Discovery output is a synthesis brief everyone signs off before strategy work begins.

Define

Positioning, audience, proposition and archetype agreed. Naming run if in scope. Brand architecture decided. Output: a one-page strategy document.

Align

Strategy presented to the full leadership team. Internal alignment achieved before any design phase starts.

Brief

Strategy translates into a creative brief for the visual identity team. Anchors every design decision that follows.

Common Questions

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