Strategy & Planning

Brand Strategy

A strong brand knows what it is saying. Brand strategy brings together who your brand speaks to, which need it answers and why it is different from its competitors in a single framework. The logo, the campaign and the website all grow out of it.

What does a brand strategy project include?

  • Market, competitor and audience research
  • Positioning and brand promise
  • Brand values, personality and tone of voice
  • Core message and message hierarchy
  • Brand architecture and naming

How is a brand strategy built?

We start by listening: we talk to your management, your team and, where needed, your customers, and we study your sector. We turn the findings into a Brand Book and make the decisions together with you. The resulting framework becomes the shared starting point for our design, content and media teams.

  1. Listening We talk to your management, your team and, where useful, your customers, and review how you communicate today.
  2. Research We study the market, competitors and audience, and map how the brand is perceived right now.
  3. Positioning Together we decide who the brand speaks to, what it says and why it is different.
  4. Brand Book We gather the decisions into a Brand Book: brand promise, values, message hierarchy and tone of voice.
  5. Putting it to work We brief the design, content and media teams, and check with you that the first pieces read the strategy correctly.

Who needs a brand strategy?

Brands that are just starting out, repositioning, entering a new market or pulling together communication that has drifted as they grew.

What goes into the Brand Book?

At the end you have a Brand Book that lets your team, and everyone you work with, start from the same place. It isn’t written to sit on a shelf; it is written to be opened at the start of every new piece of work.

  • Who your audience is and what they need
  • Positioning statement and brand promise
  • Brand values and personality
  • Core message and channel-specific messages
  • Tone-of-voice rules with examples
  • Brand architecture and naming recommendations, where needed

What determines the cost of a brand strategy?

The cost depends on how much research is needed and how many decisions are made together. Positioning a single brand and restructuring a multi-brand portfolio are very different amounts of work, so we quote after hearing what you need.

  • Research depth: desk research, or interviews and fieldwork as well
  • Number of people and stakeholders to interview
  • Number of brands and the complexity of the brand architecture
  • Whether extra work such as naming is needed
  • Whether the strategy is carried into first applications (identity, campaign, website)

Brand strategy workshops in Ankara

Brand strategy moves fastest in workshops where the decision-makers sit at the same table. With brands in Ankara we run these face to face, at our office in Beştepe, Yenimahalle, or at theirs. With brands elsewhere in Türkiye we hold the interviews online and travel for the workshop when it helps.

Frequently asked questions

How long does a brand strategy project take?

It depends on the scope, but a brand strategy project usually takes a few weeks. The depth of the research and the speed of decisions matter most. We set the timeline together in the first meeting and agree up front what will be delivered at the end of each stage.

What is the difference between brand strategy and corporate identity?

Brand strategy decides what the brand says; corporate identity decides how it looks. Strategy defines the audience, positioning and message, and the identity designs the logo, colours and type within that frame. An identity that starts from strategy is chosen for a reason, not on taste.

What do you need from us to get started?

A few hours of your decision-makers’ time and the information you already have are enough to begin. Sales data, customer feedback, earlier research and current marketing material all speed things up. We fill in the rest through interviews and research.

Witness the power of
communication with
İnfomedya!

A new brand, a campaign or just an idea: let’s take the first step together.

Let’s talk about your project