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BUILDING A BRAND FROM SCRATCH
We'll help new companies and products make a bold and impressive statement, building a strong foundation for the brand's future growth.
Brand creation is a complex process including the development of a unique brand concept, its market positioning, and visual style.
When do you need this?
You have a product/service or a concept of one, and you're just entering the market.
What do you get?
Ready-to-launch brand and positioning strategy for the next 3–5 years.
1. Brand Audit
Includes an analysis of the market (barriers, specifics of a particular segment), competitors (strong and weak points, communication strategies), and the target audience (pain points, expectations, motivations, and needs). At this stage, the foundation for all future work is laid.
2. Positioning Strategy
Based on the data obtained during the audit, differentiation ways are identified, positioning hypotheses are created, and a brand platform is developed—its image that will help establish or strengthen a competitive position in the market.
3. Naming
Creating a unique name for the brand under which it will be registered and launched on the market. A complex process that includes studying the environment and competitors, compliance with legal procedures, as well as semantic and phonetic analyses.
4. Corporate Identity
Developing a unique visual language for the brand and the entire set of visual communications, including the logo, color palette, composition rules, and other graphic elements. Creating guidelines.
5. Brandbook
Developing the main corporate document that will help form and establish a cohesive brand image. It includes the market positioning principles, the brand's mission and legend, and corporate identity features.
When do you need this?
You have a product/service or a concept of one, and you're just entering the market.
What do you get?
Ready-to-launch brand and positioning strategy for the next 3–5 years.
1. Brand Audit
Includes an analysis of the market (barriers, specifics of a particular segment), competitors (strong and weak points, communication strategies), and the target audience (pain points, expectations, motivations, and needs). At this stage, the foundation for all future work is laid.
2. Positioning Strategy
Based on the data obtained during the audit, differentiation ways are identified, positioning hypotheses are created, and a brand platform is developed—its image that will help establish or strengthen a competitive position in the market.
3. Naming
Creating a unique name for the brand under which it will be registered and launched on the market. A complex process that includes studying the environment and competitors, compliance with legal procedures, as well as semantic and phonetic analyses.
4. Corporate Identity
Developing a unique visual language for the brand and the entire set of visual communications, including the logo, color palette, composition rules, and other graphic elements. Creating guidelines.
5. Brandbook
Developing the main corporate document that will help form and establish a cohesive brand image. It includes the market positioning principles, the brand's mission and legend, and corporate identity features.
REBRANDING
A brand must stay relevant, so timely updates are necessary in a dynamic market.
We'll analyze the current market situation and adjust the positioning and visual style so they better meet your goals and aspirations.
When do you need this? A new market situation has emerged (new players, social climate changes, etc.), which requires adaptation. Or you realize that your brand doesn't meet the target audience's needs or doesn't achieve its goals.
What do you get? An updated brand that meets your target audience's needs and current market conditions..
The processes of rebranding and creating a brand from scratch go through similar stages. However, in the case of rebranding, it takes time to determine a strategy immediately. Every project is unique, and its implementation, depending on the market situation and the brand's position, will require an individualized approach. Sometimes, it's enough to simply update the name and corporate identity, while other times, it's necessary to break everything down to the foundation.
Complete the brief, and we'll contact you to find a starting point and figure out the best way to develop your brand together.
1. Brand Audit
Includes an analysis of the market (barriers, specifics of a particular segment), the target audience (pain points, expectations, motivations, and needs), and the brand itself (strong and weak points, competitiveness, perception, market position). It will help to individualize the rebranding process and determine further development ways.
2. Positioning Strategy
Creating new positioning hypotheses based on data obtained during the audit and development of a brand platform—its image that will help establish or strengthen a competitive position in the market. Identifying ways of differentiation.
3. Naming
Creating a unique name and slogan for the brand under which it will be registered and launched on the market. A complex process that includes studying the environment and competitors, compliance with legal procedures, as well as semantic and phonetic analyses.
4. Corporate Identity
Updating a unique visual language for the brand and the entire set of visual communications, including the logo, color palette, composition rules, and other graphic elements. Creating guidelines.
5. Brandbook
Updating the main corporate document that will help form and establish a cohesive brand image. It includes the market positioning principles, the brand's mission and legend, and corporate identity features.
When do you need this? A new market situation has emerged (new players, social climate changes, etc.), which requires adaptation. Or you realize that your brand doesn't meet the target audience's needs or doesn't achieve its goals.
What do you get? An updated brand that meets your target audience's needs and current market conditions..
The processes of rebranding and creating a brand from scratch go through similar stages. However, in the case of rebranding, it takes time to determine a strategy immediately. Every project is unique, and its implementation, depending on the market situation and the brand's position, will require an individualized approach. Sometimes, it's enough to simply update the name and corporate identity, while other times, it's necessary to break everything down to the foundation.
Complete the brief, and we'll contact you to find a starting point and figure out the best way to develop your brand together.
1. Brand Audit
Includes an analysis of the market (barriers, specifics of a particular segment), the target audience (pain points, expectations, motivations, and needs), and the brand itself (strong and weak points, competitiveness, perception, market position). It will help to individualize the rebranding process and determine further development ways.
2. Positioning Strategy
Creating new positioning hypotheses based on data obtained during the audit and development of a brand platform—its image that will help establish or strengthen a competitive position in the market. Identifying ways of differentiation.
3. Naming
Creating a unique name and slogan for the brand under which it will be registered and launched on the market. A complex process that includes studying the environment and competitors, compliance with legal procedures, as well as semantic and phonetic analyses.
4. Corporate Identity
Updating a unique visual language for the brand and the entire set of visual communications, including the logo, color palette, composition rules, and other graphic elements. Creating guidelines.
5. Brandbook
Updating the main corporate document that will help form and establish a cohesive brand image. It includes the market positioning principles, the brand's mission and legend, and corporate identity features.
The basis and the key to successful brand promotion. How to make your brand recognizable and valuable to customers? How to stand out from competitors? How to build communication with your target audience?
We conduct in-depth market analysis, identify customer insights, and form key communication ideas. As a result, you get a clear vision of what your brand should be and what its development path will look like.
When do you need this? You want to strengthen your connection with the customer, create the right brand image, and stand out from competitors.
What do you get? The general path of brand development and recommendations to form and maintain its image.
1. Brand Audit
Collecting analytical base for further work. It includes:
2. Positioning Hypothesis
Formulating several positioning hypotheses—key ideas of the brand that reveal its essence and determine its unique position in the market.
3. Brand Platform
Formulating the general semantic field of the brand. Detailing the selected hypothesis: describing the main attributes of the brand, its values, advantages, and essence.
4. Guidelines
Creating guidelines with general positioning recommendations.
When do you need this? You want to strengthen your connection with the customer, create the right brand image, and stand out from competitors.
What do you get? The general path of brand development and recommendations to form and maintain its image.
1. Brand Audit
Collecting analytical base for further work. It includes:
- Market Analysis
- Target Audience Analysis
- Brand Analysis
2. Positioning Hypothesis
Formulating several positioning hypotheses—key ideas of the brand that reveal its essence and determine its unique position in the market.
3. Brand Platform
Formulating the general semantic field of the brand. Detailing the selected hypothesis: describing the main attributes of the brand, its values, advantages, and essence.
4. Guidelines
Creating guidelines with general positioning recommendations.
СТРАТЕГИЯ ПОЗИЦИОНИ-РОВАНИЯ
POSITIONING STRATEGY
NAMING
A person is met by their clothes, a book by its cover, and a brand by its name. We'll create a memorable name and slogan for your product, service, or company, taking into account the brand's strategy, its creative idea, and, most importantly, legal nuances.
1. Brand & Environment Analysis
Getting to know the brand, its values, and mission; Researching the market, target audience, and competitors.
2. Semantic Field Identification
Defining fields of words associated with the brand. On their basis, possible names will continue to be generated.
3. Name Generation
Creating a list of names within each identified semantic field.
4. Linguistic Analysis
Evaluating names regarding phonetics, euphony, connotations, length, and ease of transliteration.
5. Uniqueness & Patent Clearance
Initial verification in the Federal Service for Intellectual Property (Rospatent) database for trademark registration.
6. Slogan Creation
Creating a brand slogan to define its communication potential.
Getting to know the brand, its values, and mission; Researching the market, target audience, and competitors.
2. Semantic Field Identification
Defining fields of words associated with the brand. On their basis, possible names will continue to be generated.
3. Name Generation
Creating a list of names within each identified semantic field.
4. Linguistic Analysis
Evaluating names regarding phonetics, euphony, connotations, length, and ease of transliteration.
5. Uniqueness & Patent Clearance
Initial verification in the Federal Service for Intellectual Property (Rospatent) database for trademark registration.
6. Slogan Creation
Creating a brand slogan to define its communication potential.
Corporate identity is the brand visual language which is used in all communications with customers. We'll create a unique logo, select the right colors and fonts, and develop additional graphic elements that form a complete image of your brand.
1. Environment Analysis
Researching the market, expectations, and needs of the target audience; Identifying ways to detach from competitors.
2. Design Concepts
Creating several design concepts—harmonious systems that include all elements of corporate identity: logo, fonts, color palette, and graphic fonts.
3. Printing
Implemeting design concepts on the necessary media, e.g. T-shirts, business cards, or stationery.
4. Guidelines
Creating technical guidelines on working with corporate identity for company employees and third-party contractors.
Researching the market, expectations, and needs of the target audience; Identifying ways to detach from competitors.
2. Design Concepts
Creating several design concepts—harmonious systems that include all elements of corporate identity: logo, fonts, color palette, and graphic fonts.
3. Printing
Implemeting design concepts on the necessary media, e.g. T-shirts, business cards, or stationery.
4. Guidelines
Creating technical guidelines on working with corporate identity for company employees and third-party contractors.
CORPORATE IDENTITY DEVELOPMENT
PACKAGING DESIGN
To sell a product, it must stand out on the store or marketplace shelves. We'll create packaging that sells, making the product unique and appealing to customers.
1. Environment Analysis
Researching the market, expectations, and needs of the target audience; Identifying ways to detach from competitors.
2. Design Concept
Developing design concepts for brand products, checking for compliance with criteria of uniqueness, visibility, customer appeal, and ease of identification.
3. Printing
Implementing design concepts within the designated SKUs (types and units of goods).
4. Guidelines
Developing technical guidelines on using the created materials.
Researching the market, expectations, and needs of the target audience; Identifying ways to detach from competitors.
2. Design Concept
Developing design concepts for brand products, checking for compliance with criteria of uniqueness, visibility, customer appeal, and ease of identification.
3. Printing
Implementing design concepts within the designated SKUs (types and units of goods).
4. Guidelines
Developing technical guidelines on using the created materials.
We'll develop a website or landing page that effectively showcases your brand online, attracts new customers, and drives sales.
1. Environment & Brand Analysis
Defining brand goals, website/landing page objectives, and their target audience.
2. Design Concept
Developing a custom design that takes into account the specifics and objectives of the brand. Rendering the design layouts of each page.
3. Copywriting
Developing and agreeing on the structure, filling the website/landing page with textual content based on analyzing the environment and the brand's characteristics.
4. Implementation
Layout design, programming, and launch, along with presenting the final result.
Defining brand goals, website/landing page objectives, and their target audience.
2. Design Concept
Developing a custom design that takes into account the specifics and objectives of the brand. Rendering the design layouts of each page.
3. Copywriting
Developing and agreeing on the structure, filling the website/landing page with textual content based on analyzing the environment and the brand's characteristics.
4. Implementation
Layout design, programming, and launch, along with presenting the final result.
CREATING WEBSITES & LANDING PAGES (TILDA, WORDPRESS)
CREATING PRESENTATIONS
A quality presentation is the cornerstone of successful communication. Whether it's attracting sponsors or presenting a new product, we'll develop a vibrant and informative presentation that will help you effectively convey your idea to any audience.
1. Copywriting
Developing and agreeing on the structure, filling the presentation with textual content in line with the objectives, goals, chosen format, and presentation style.
2. Design Concept
Creating design concept options for the cover, concluding page, and several internal pages.
3. Implementation
Designing all slides of the presentation. Preparing for printing in a printing shop and for electronic publication.
Developing and agreeing on the structure, filling the presentation with textual content in line with the objectives, goals, chosen format, and presentation style.
2. Design Concept
Creating design concept options for the cover, concluding page, and several internal pages.
3. Implementation
Designing all slides of the presentation. Preparing for printing in a printing shop and for electronic publication.
We'll develop branded merchandise that strengthens your brand and increases its visibility. These can be T-shirts, mugs, notebooks, and other items featuring your logo and brand style.
1. Design Concept
Developing a creative design for selected media, considering the corporate identity and brand values.
2. Printing
Implementing design concepts, their adaptation to all selected media (accessories, stationery, clothing, non-standard media).
3. Implementation
Pre-press preparation and production release.
Developing a creative design for selected media, considering the corporate identity and brand values.
2. Printing
Implementing design concepts, their adaptation to all selected media (accessories, stationery, clothing, non-standard media).
3. Implementation
Pre-press preparation and production release.
CORPORATE IDENTITY MEDIA (MERCH)
A mascot is not just a symbol of the brand—it's its face and soul. It has a unique character and style, which is why a mascot is often more recognizable than a logo or slogan. We'll create a character for your brand to strengthen corporate culture and enhance the emotional connection between customers and the company.
1. Environment Analysis
Researching the characteristics and preferences of the brand's target audience, analyzing competitors, and searching for ways to detach.
2. Moodboard
Creating a mood board with examples of characters and visual elements, considering the client's wishes and the brand's unique features. Defining the stylistic direction of work, archetype, character, and manner of the mascot.
3. Design Concept
Developing several individual designs based on the selected specifics and tasks. Presenting and approving.
4. Implementation
Realizing design concepts, composing recommendations for use, and integrating the mascot.
Researching the characteristics and preferences of the brand's target audience, analyzing competitors, and searching for ways to detach.
2. Moodboard
Creating a mood board with examples of characters and visual elements, considering the client's wishes and the brand's unique features. Defining the stylistic direction of work, archetype, character, and manner of the mascot.
3. Design Concept
Developing several individual designs based on the selected specifics and tasks. Presenting and approving.
4. Implementation
Realizing design concepts, composing recommendations for use, and integrating the mascot.
BRAND CHARACTER DEVELOPMENT (MASCOT)
ILLUSTRATION DESIGN
Illustrations are a powerful tool for promoting a brand or product. They provide visual accompaniment to the text and allow you to reveal a particular idea or emotion. We'll create a unique image in a style suitable for your case and figure out how best to place it on digital or analog media.
1. Environment & Brand Analysis
Selecting the style and technique of illustration, considering market specifics, target audience needs, and brand objectives.
2. Design Concept
Developing potential illustration storylines, creating sketches and drafts.
3. Implementation
Creating finished illustrations, producing copies, and preparing them for printing and transfer to any media.
Selecting the style and technique of illustration, considering market specifics, target audience needs, and brand objectives.
2. Design Concept
Developing potential illustration storylines, creating sketches and drafts.
3. Implementation
Creating finished illustrations, producing copies, and preparing them for printing and transfer to any media.
BRAND SOUL
Brand Mission
The "purpose of life" of the brand expressed in one or two sentences. Explains why the brand was created, what drives it, and how it aims to help the customer.
Brand Values
Internal guiding principles that the brand follows in its activities. Values are shaped by the brand's mission and help establish an emotional connection with customers.
Brand Legend
The story of the brand that makes it more human and recognizable. Essentially, it's a short narrative that engagingly and clearly communicates the brand's positioning to the customer.
Brand Personality
The individual traits of the brand that are expressed in its communication and interaction with customers. It describes how the brand would be characterized if it were a person: serious, humorous, ironic, rebellious, and so on.
Tone of voice (TOV)
The style and tone of the brand's communication with customers, partners, and the market. The tone of voice should align with the brand personality.
RTB («reason to believe»)
A compelling argument that convinces customers to trust your brand. Every brand makes a promise to its audience, and RTB provides evidence that the brand can fulfill that promise. This can include research, product composition details, expert recommendations, or other forms of proof.
Brand Slogan
A short, expressive statement that works to strengthen the brand's recognition and memorability. The slogan contains the brand's main message, e.g. "Just Do It" by Nike or "I'm Lovin' It" by McDonald's.
Unique Selling Proposition (USP)
A feature that makes your brand or product special and distinguishes it from competitors. Simply put, it's an offer that's hard for customers to refuse. USP can be included in the slogan or expressed through other means, such as a text paragraph or a video.
BRAND FACE
Identity
The overall image or "identity" of the brand, created through the combination of visual (logos, illustrations, etc.) and verbal (slogans, written and spoken texts) elements. In a broader sense, brand identity affects all of the consumer's senses. Primarily, it involves sight and sound. These are managed by, respectively, the corporate style and brand songs—jingles. Some brands further shape their identity through scents, taste associations, and tactile experiences.
Corporate Identity
The visual language of the brand used in interactions with customers and the market. It can include elements such as the logo, brand graphics, text layout rules, composition, color palettes, and fonts. Corporate identity upholds the brand's consistency in external communications, creating its unified image.
Brand Attributes
All the elements by which the target audience recognizes and remembers the brand: colors, fonts, music, logo, photo and video style, tone of text, values, and much more. All attributes must harmoniously combine to create a unified brand image.
Logo
A graphic symbol, a visual representation of the brand. The logo should be memorable, easily recognizable, and reflect the brand's essence.
Mascot
A recognizable character that embodies the brand and highlights its uniqueness. The role of a mascot in a company is defined individually: it can serve as a standalone sales item, appear on merchandise or packaging, and sometimes even represent the brand in social media.
Merch (Corporate Identity Media)
Products featuring the brand's logo, such as T-shirts, mugs, pens, tote bags, etc. It's a way to promote the brand, strengthen the connection with the team and customers, and create a sense of belonging and community.
BRAND CORE
Brand Portfolio
A collection of individual brands owned by a single company, structured and organized into a unified system. The brands can be interconnected, develop independently, or form hierarchies
Brand Architecture
The structure or principle by which brands are organized within a company's portfolio. Brand architecture describes the system of interaction between brands—for example, they can be linked to the parent (main) brand, remain independent, or be divided into separate product lines.
Brand Positioning
The place a brand occupies in the market and in the customer's mind. Essentially, it's its foundation, with distinct features, meanings, and values on which the structure of a strong brand will later be built.
Positioning Hypothesis
The key concept that defines the brand's unique position in the market. The hypothesis describes the brand's key attributes, values, and RTB (Reason to Believe). It's an essential tool in brand positioning, and the brand platform is built upon it.
Brand Platform
The result of the positioning strategy and the brand's overall semantic field created based on the positioning hypothesis. It includes the brand's attributes, its rational and emotional benefits, character, and values. It's the brand's image which helps to establish or strengthen the brand's competitive position in the market.
TOOLS
Brand Book
The main document of your brand. It contains all the necessary information: brand identity, guidelines, brand history, mission, values, and positioning strategy. The brand book allows everyone involved in working with the brand to see the complete picture and maintain a unified brand image.
Guidelines
A practical guide to using the corporate style. It helps company employees and external contractors maintain a consistent brand style across all materials, from the website to product packaging.
Logo Book
A guide to using the brand's logo. It outlines the rules for using the logo in different contexts: on websites, in print, or on merchandise. It may also include rules for using different logo variations (e.g. black-and-white, inverted, or colored) and specify the spacing around the logo relative to other design elements.
Brief
A short project description provided by the client to the branding agency. The brief outlines the main goals of the project, the tasks to be solved, the budget, deadlines, and other essential details. The brief helps get a general understanding of the client's problem and prepare for briefing.
Briefing
A meeting with the client where they provide detailed information about their project and expectations from the agency. It's an important stage of collaboration that helps to gather the most complete information and clarify all necessary details.
Moodboard
A collection of images, texts, and ideas that defines the style and vibe (mood) of the brand. It's a tool that helps visualize the brand concept and find inspiration for developing its image.
Infographics
A graphic representation of information that makes it easy to perceive and remember. Infographics can be used to visualize statistical data, describe processes, and present complex information in a simple and easy-to-get way.
Pattern
A recurring design element that creates visual harmony and structure. Simply put, it's a design with repeating elements: textures, shapes, colors, and motives.
Layout
The arrangement of text and images on a webpage, in print, and digital formats. The layout should comply with the technical requirements of the medium, be neat and readable, ensuring that the information is easily understood by customers.
Case
A "real-life example," a detailed description of a specific situation or problem and the methods used to solve it. A powerful tool that helps analyze a complex situation, develop a strategy, and make an effective decision.
Customer Insight
The process of understanding the true desires, needs, and problems of customers that motivate them to make a purchase—essentially, what drives people to take action.
PROCESSES
Naming
The process of creating a name for a brand or product. It includes market and target audience research, initial trademark clearance (checking in legal patent databases for registration availability), as well as semantic and phonetic analysis.
Brand Strategy
A plan for the brand's growth, outlining goals, objectives, target audience, and potential promotion strategies. A brand strategy helps define the direction for the brand's development and achieve the desired results.
Audit
The process of analyzing and assessing the brand's current position in the market. It includes research on competitors, the market situation, the target audience, and the brand itself. The audit helps identify the brand's strengths, weaknesses, and opportunities for differentiation from competitors and evaluates the effectiveness of promotional strategies
Rebranding
процесс обновления бренда. Рынок – явление очень динамичное: в его условиях бренду нужно постоянно поддерживать свою актуальность, чтобы лучше соответствовать современным реалиям и привлекать новых клиентов.