BRAND STRATEGY
We craft the strategy behind the world's finest brands.
The north star for your brand
We work with founders, owners, and their teams to understand what they want to build and how the brand can help them achieve it.
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The brand strategy combines research and creative thinking to build brands people want to belong to. We develop the concept, positioning and personality, then set the direction for how people experience it.
Ararat | The Macallan Lounge
What we do
Research & insight • Brand positioning • Brand architecture • Brand story & messaging • Product & service strategy • Brand experience • Creative strategy • Brand development & guidance
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Research & insight
Understanding the business, its ambitions, customers and category. Reviewing the existing brand (if applicable), speaking to the people involved, and experiencing the product, service or place firsthand where relevant. Establishing what is working, what needs attention and where there is room to develop.
Brand positioning
Deciding what the brand should be known for, who it needs to appeal to, and why people should choose it. Clarifying the offer and the qualities, associations and recognisable characteristics the brand should build over time.
Brand architecture
Working out how the business, its brands, products and services fit together. Whether something needs its own brand, how ranges should be organised, and how names and relationships can make the offer easier to understand.
Brand story & messaging
Establishing the story, personality and main messages of the brand. What it should say about itself, what customers need to understand, what supports those claims, and how it should sound.
Product & service strategy
Advising on what the business offers through the lens of the brand: products, services, collections, packages and ranges. Considering their roles, price positioning and presentation, and whether they support what the business wants to become known for.
Brand experience
Defining how people should experience the brand before, during and after buying. For a hotel, that could shape the booking process, arrival, spaces and service. For a product business, it could shape discovery, purchase, packaging, use and aftercare.
Creative strategy
Turning the strategic decisions into a clear direction for naming, identity, packaging, websites, spaces, photography and communication. Giving the creative work a purpose and a brief, without prescribing every design decision in advance.
Brand development & guidance
Deciding what to preserve, strengthen, introduce or change, and in what order. Helping the client make subsequent decisions as the brand grows, rather than leaving the strategy disconnected from the work that follows.