Brand Strategy

Strategy is key to branding. We believe that powerful brands grow from a clear plan and research-driven insights. It is the process in which crucial decisions are taken: the ones related to Brand (Re)positioning, Brand Architecture and Internal Branding.


Brand (Re)Positioning

By positioning your brand, you create recognition in the market. This can be done on the one hand by having a clearly defined DNA (mission, vision, purpose), and on the other hand by applying consistency in your branding. That way, internal and external stakeholders know what you stand for and who you are as a Brand. This way you will build up the necessary Brand Equity for the years to come.

Brand (Re)Positioning actions keep influencing it, as an active strategic approach helps you stay in control of your Brand. Whether you search for optimal positioning of your company or product in the market or repositioning an existing one, we provide you with the right strategy.


Internal Branding

Internal and Employer Branding translates the DNA of your Brand into physical employee behaviours. It is a continuous process by which you ensure your employees understand and live the Mission and Vision of the Brand.

After the DNA of your Brand is clearly defined we will connect the internal stakeholders and employees to the company’s external brand by determining clear guidelines. A solid internal branding will turn all employees into Brand Ambassadors, attracting more employees who believe in your Brand with a higher engagement.

Brand Architecture

Brand Architecture is the way brands, products, and services are organised. The sharp brand structure is vital for clear communication and effective sales. Sometimes, the architecture needs to be adjusted or — if required — created from scratch. Revisiting the brand architecture can be especially relevant in the cases of major portfolio expansion, internationalisation, or mergers and acquisitions.

Strategic advice on Brand Architecture helps you make objective decisions not based on historical dynamics, internal organisational structure, or personal preferences. Brand Architecture should rely on research and data, as it primarily serves effective communication to the outside world. Approaching it from an outside-in perspective allows shaping a clear marketing message, structured product and service offer, a solid employer policy, and much more.

We work with various tools and models that help us optimise your brand. One of such models is Brandogram, developed by Thierry Cattoir, Remarkable’s founder. It serves as a reference in our brand architecture exercises, with three possible branding scenarios: Monobrand, Mixbrand, Multibrand.


© Brandogram, Thierry Cattoir