Bouwmensen NederlandBrand strategy, identity, magazine, website
Brand Foundation™ · Pillar 01
Brand strategy, positioning and naming.
Brand Foundation™ establishes what a brand stands for and what it wants to solve in the market. That is how a brand emerges that no longer needs explanation.
Where the brand is not invented, but emerges.
We map out clearly what your brand stands for, weigh that against the competition and define a strategic position you can steer by. Every choice that follows, from name to website, comes from this foundation.
Brand Foundation™
Strategic position.
A brand does not win by being good at everything, but by choosing one place and holding on to it. That position becomes the compass for every choice that follows.
- AnalysisYour market, your competitors and your own strengths mapped out.
- PositioningOne sharp, defensible place in the market.
- Brand promiseWhat people can expect from you, every single time.
Brand Foundation™
Positioning.
The place your brand occupies, in the market and in people's minds. Not what you say about yourself, but what others recognise you by.
- Market viewWhere the space lies between your competitors.
- DistinctionWhat makes you different, and why that matters.
- Positioning statementYour position in one sentence anyone can repeat.
Brand Foundation™
Brand architecture.
As your organisation grows, so do your products, services and labels. Brand architecture determines how they relate to each other, so customers understand what you do.
- StructureMaster brand, sub-brands and propositions in one overview.
- Naming logicAgreements on what new products and services are called.
- Room to growSpace for what comes next, without confusion.
Brand Foundation™
Internal branding.
A brand is not delivered in marketing, but by people. A brand that is carried internally is believed externally.
- Brand storyThe story in words your team actually uses.
- SessionsMeetings in which the team makes the brand its own.
- BehaviourWhat the brand means for how you help customers.
Brand Foundation™
Tone of voice.
How your brand sounds: in a quote, a post or on the phone. Not a list of rules, but a consequence of who you are.
- Character in languageHow your brand sounds, in a few clear principles.
- ExamplesThis is how an email, a post or web copy sounds.
- Writing guideShort enough to use every day.
Brand Foundation™
Naming.
A name is the first thing people hear of your brand, and the last thing they forget. We create names that carry direction and character.
- Naming strategyWhat kind of name suits your brand and your market.
- CreationA broad exploration, narrowed down to a few strong candidates.
- TestingMeaning, pronunciation and a first check on domain and trademark register.
Brand Foundation™ · The first step
Kernpunt™.
What does a brand that does not ring true cost? Kernpunt™ is half a day in which we bring the core of your brand down to one point.
- Half a day at the tableWith you or your core team, at our studio or at yours.
- The KernpuntOne A4: your position in one sentence and three choices that make the difference now.
- Honest adviceWhat your brand needs. Sometimes Brand Foundation™, sometimes less.
Fixed price€1,250excl. VAT
Five components.
One foundation.
- 01 Positioning A clear place in people's minds and in the market.
- 02 Architecture Brand Architecture™: structure in products, services and propositions. Clear and scalable.
- 03 Internal branding A brand that is carried internally is believed externally.
- 04 Tone of voice Not a style guide, but a consequence of who the brand is.
- 05 Naming A name that carries direction, character and recognition.
How a project unfolds. Four steps, from conversation to foundation.
- 01IntroductionA conversation about your brand, your market and your ambition.
- 02AnalysisYour market, your competitors and your customers mapped out.
- 03Strategy sessionsTogether we make the choices: position, promise and story.
- 04Brand foundationEverything in one clear document, the basis for what follows.
Not sure yet? Start with half a day.
Kernpunt™Work that starts at the core.
Every brand below started with its foundation. Only then came the form.
How we look at the core.
All articlesA foundation without form stays invisible.
From the core grows the form.
Brand Design™ is the next pillar: the visible translation of your foundation. A logo, typography and a visual identity that people recognise, because they come from who you are.
