O.O Lens
We built O.O Lens as one brand system for natural-look coloured contact lenses, from research, the name and the logo idea to packaging, photography, social media, campaigns, retail and a website for the UAE market.
View the case
Branding & Design
Brand Strategy & Positioning
Decide what the brand stands for before anyone designs it.
For new brands, growing companies and groups with several brands. We define the brand's position and value proposition, and how the company, its brands and its products relate, so naming, design and marketing build on the same decisions.
Who it is for
- A new brand is starting and its position is not yet agreed
- Each team presents the company in its own way
- A group runs several brands that overlap, compete or confuse customers
- A new product or line needs a decision: own brand, sub-brand or under the main name
- The business has changed and the brand no longer reflects it
- A rebrand is planned and nobody is sure what to keep
How we work
- 01
Understand
We review the business goals, customers, competitors and the brand's history, and interview the people who make the decisions.
- 02
Define
We draft the position, value proposition and personality, and share options with the reasons behind each.
- 03
Structure
When there are several brands or products, we map how they relate and set rules for new ones.
- 04
Agree and hand over
Leadership reviews and approves the strategy, then we turn it into a brief for naming, design and marketing.
What we need from you
- Business goals and plans for the coming years
- Access to decision makers for interviews and approvals
- Any existing research, customer feedback and current brand materials
- The list of brands, products and sub-brands, for multi-brand work
Not included in this service
- New customer research, or measuring brand image and strength, when evidence is missing Available as its own service
- Names, messages and voice built on the strategy Available as its own service
- Visual identity design built on the strategy Available as its own service
- The marketing plan that puts the position to work: goals, channels and budgets Available as its own service
- Legal or corporate restructuring of the companies behind the brands
Quantities, formats, timing and review rounds are set for each project and written into the scope before work starts.
What it covers
- Positioning and value proposition
- Brand architecture for multi-brand groups
- Sub-brands: when to create one and how it relates to the master brand
- Repositioning and rebranding direction: what to keep, change or retire
- Brand personality and principles
- Brand experience direction across key touchpoints
What you receive
- Brand strategy document: position, value proposition, personality and principles
- Brand architecture map and rules for existing and future brands, when the group has several
- Rebrand direction: what stays, what changes and in what order, when a rebrand is in scope
- A brief the naming, design and marketing teams can work from
What we work toward
We work toward a brand the whole team can explain the same way and choices that are easier to make later. How the market responds depends on many factors, so we describe the expected effect, not a promised result.
Work in this service
All work
Al Dhafrah
In Dubai's crowded car rental market, we started by studying the market, the customers and the competitors, then repositioned Al Dhafrah, redesigned its logo and identity, and carried the new direction into the company profile and the website.
View the case
MCC
Research and a complete brand and growth system for a security solutions integrator, built on one idea: the owl's eyes become camera lenses.
View the case
Questions before you decide
Rebrand or refresh: how do we know which we need?
If the position still fits and the problem is how the brand looks or sounds, a refresh of the identity may be enough. If the business, audience or offer has changed, the position needs a fresh decision first. In both cases we look at what customers already recognise, so the change does not throw it away. We say which case we see, and why, before suggesting a scope.
We are entering a new market. Does the brand need a new position?
Not always. Often the core position holds and the messages adapt to the new market. If customers, competitors or the way people buy differ a lot, we review the position for that market first. Planning the entry itself sits under Launch & Market Entry Strategy.
Works well with
Customer Research & Segmentation
Who buys, who decides, why they choose you and where you lose them.
Naming & Verbal Identity
Names, messages, voice and taglines that work in Arabic and English.
Visual Identity Design
The full visual system, with guidelines and templates the team can use.
Building, rebuilding or organising a brand?
Tell us about the business and how many brands are involved. We will suggest where the strategy should start.