Brand Architecture & Strategy

Sebastian, a CxO in a leading hospitality group, was looking to launch a new concept of hospitality and lifestyle services for seniors in Europe. All he had was a vision and a heart- centered intention to be of service.

He tasked Brands with Soul to create a brand from scratch.

Through a series of workshops, we brought structure and strategy to what was a nebulous idea. Full Brand Strategy including:

Business Concept

Positioning Strategy

Brand Concept

Conceptual Brand Identity

Step 1. IT ALL STARTS WITH PLANNING

A brand strategy project can last anywhere from 6 weeks to 6 months. Project planning and management is our ally to manage expectations early and delight throughout the project. We align on a timeline at the very start of the project. Peace of mind from the get-go.

Research is where we find our ground, get acquainted with the project and make sure we build on a solid foundation.

Ingesting documentation sent by the client;

Client interview to integrate his vision, his motivation, his business plan;

Other stakeholder interviews — ideal customers and referrers

First work session with Sebastian, where we defined the architecture of his brand:

Problem / Solution statement

Mission, Vision, and Impact Statements

Why, How, What

Once this was signed off, we then ventured into the land of positioning strategy.

Competitive analysis

Brandscape analysis

Definition of 4 USPs

Positioning map

And the final milestone — the value proposition statement. For the first time, we write what the brand is all about in a clear and inspiring text that Sebastian can use in his investor pitch, on his website, on job descriptions, and any communication material!

With these business foundations, we could move to the last step of a brand strategy — conceptual brand identity and messaging.

This step combines mind and soul. We tap into the strategic insight, and intuitively move to creative insight to channel a brand archetype and personality.

Knowing our positioning, our services, and being by that time very attuned to Sebastian’s personal vision and ambition with this business, we ran 2 workshops to give his business a brand personality and a tone of voice.

Our work here is collaborative and intuitive, tapping into creativity and emotional storytelling.

Thanks to our work on finding a unique positioning, and diligent definition of 4 USPs, we delivered a concept that will enable the client’s business to stand out on the marketplace and offer a new experience.

A conceptual framework that cements the business essence and allows Sebastian to communicate to future stakeholders and customers clearly.

And finally, a clear guiding document that can be used to brief designers, webdevs and other marketing specialists, as well as the architect and interior designer, and, in the future, the staff.

Sebastian now has the cornerstone of his business, a central document that explains the concept + guides for implementation across the board for a consistent brand expression, and a delightful experience for his customers.