Brand · Brand strategy & naming
Brand strategy, positioning and naming
Before any color, one question: why would someone choose you over the competitor? Brand strategy is answering that in writing.
Brand strategy is the document that guides every decision that follows: who the brand exists for, what it promises, how it differs and how it speaks. We build the brand platform — purpose, positioning, value proposition, personality and core message — in short workshops with decision-makers, and deliver a document that briefs design, content and media.
When the project involves naming, we generate options from the strategy (not loose brainstorming), test pronunciation in Portuguese and English, check domains, social handles and trademark viability before presenting. A good name is one that survives search and registration.
Who it's for
- Companies being created or turning a corner
- Brands that struggle to explain what they do
- New products that need a name and positioning
- Brands entering another country
What we deliver
Brand strategy & naming
Diagnosis
Market, competition, current perception and opportunities.
Brand platform
Purpose, positioning, value proposition, personality and archetype.
Core message
The sentence that sums up the brand and messages per audience.
Naming
Options, bilingual pronunciation, domain, handles and trademark viability.
Brand architecture
How brands, products and lines organize among themselves.
Creative brief
The document that guides design, content and media.
How it works
Five stages. Approval at each one.
Nothing moves forward without your sign-off. That's how projects end without surprises or rework.
Immersion
Interviews and market reading.
Workshop
Short sessions with decision-makers.
Platform
Strategy document for approval.
Naming
When needed, with verification.
Brief
Handover to design and content.
Frequently asked questions
Brand strategy & naming
Do I need strategy if I already know what my company does?
Knowing what you do is different from knowing what you promise and why you're different. Strategy puts that in writing so everyone — team, agency, vendor — works in the same direction.
How many name options do you present?
We present 3 to 5 finalists, already verified. Before that we generate and discard dozens — you only see what survived.
Do you test the name with the audience?
We run quick pronunciation, association and search tests. Formal audience research can be included in the proposal.
Is this for existing brands too?
Yes. It's often the first step of a rebranding.
Keep reading
What we learn by doing.
Naming: how to choose a company or product name (without regrets)
A good name survives the Google search, the phone pronunciation and the trademark filing.
Brand positioning: how to define yours in one sentence
For [audience], [brand] is the [category] that [difference], because [proof]. Fill in and test.
What is branding — and why your company needs it before advertising
Branding is not a logo. It's the reason someone chooses you — and remembers.
Let's talk
Let's talk about brand strategy & naming?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.