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Brand Strategy

Charting a course for sustainable success.


Data-driven research & insights

Data can paint an incredibly accurate picture of your current audience, and help identify like-minded segments currently out of reach. We consider a myriad of data sources (from web traffic to social advertising and your own CRM database) to help you identify, define and reach your desired target audience more effectively.

Brand positioning

Carving out a distinct space in the marketplace is the cornerstone of brand strategy. A robust positioning helps your audience connect your brand to a specific set of benefits, simplifying the decision-making process and creating preference. Positioning also builds differentiation and fosters loyalty, establishing a roadmap for all ensuing marketing initiatives.


Whether it's launching a new business or reinventing an existing one, naming is often one of the most challenging aspects of brand strategy. Our approach begins with defining possible territories and follows a series of internal and external brainstorming sessions to produce dozens of alternatives. This is followed by an iterative process of attrition that considers competition, availability and suitability.

Brand architecture

When multiple brands coexist within an organisation, it’s critical to have a strategy in place to define the role each should play. We take everything into account, from the larger business strategy to the specific positioning, target audience and available resources of each brand. This ensures strategic clarity, seamless coexistence and increased longevity.

Brand narrative

If positioning is the anchor to your story, brand narrative is how it grows and develops over time, achieving relevance across different audiences, channels and benefits. Our team of strategists and writers rely on core brand drivers to sustain your narrative, shaping language and tone of voice to create awareness and inspire engagement.

Content strategy

Brands achieve long-term relevance when they remain active and develop a confident voice. We help our clients orchestrate a comprehensive content strategy that maximises internal resources, taking into account any channels that are better positioned to move the needle among key stakeholders. Clarity, consistency and creativity are the hallmarks of our work.

Designate team members working on brand strategy.

Brand strategy is a marathon. It’s about defining who you are as an organisation and why you matter. It doesn’t happen overnight, and it takes audacity and consistency to realise its potential.

At Designate, our creative work is always in service of a larger vision, helping to turn your brand into a sustainable asset that will advance business strategy.

We work across a number of interconnected strategic elements (positioning, narrative, architecture, etc.) to define a platform that is as unique as your business. The aim is to define a big picture that not only takes into consideration your ambitions but also challenges some assumptions, putting your business in front of a mirror to determine what's working and what's not.

The process begins with an objective audit of your brand to ensure we leverage all its strongest aspects, building upon them and filling any gaps to craft a solution that will stand the test of time. Ultimately our goal is to deliver a brand strategy for the next 5—10 years, a roadmap to help your business navigate uncertainty and make better decisions in the long run.

Strong brands are both authentic and resilient: They successfully build a buffer around themselves to inspire engagement beyond the occasional bump in performance or reputation. Brand strategy is at the heart of such efforts.

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