SIWA Consulting
Brand Development
Service / Strategy
Brand Strategy
Define the position, priorities and direction before the brand becomes visual.
What this service does
Brand strategy creates the logic behind how a business should present itself and make decisions.
Brand strategy creates the logic behind how a business should present itself and make decisions. AJ uses business context, audience understanding and brand ambition to shape a clear direction that can guide identity, communication and digital experience.
01
Unclear positioning
Clarify what the brand needs to stand for, who it needs to matter to and how that should shape decisions.
02
Fragmented expression
Create a strategic foundation that keeps identity, messaging and experience moving in the same direction.
Capabilities
The exact mix is shaped around the project requirements and the wider AJ process.
01Brand directionStrategy
02PositioningStrategy
03Audience and contextStrategy
04Brand architectureStrategy
05Experience directionStrategy
06Strategic briefStrategy
Service process / 05
A clear engagement from first decision to handover.
Each phase creates a decision or output that moves the work forward without separating strategy, design and delivery.
See the full AJ process ↗01
Understand
Business context, ambition, audience, existing brand and constraints.
- Inputs
- Stakeholders
- Current state
02
Define
Positioning, priorities and the core strategic direction.
- Positioning
- Direction
- Decision criteria
03
Structure
Translate the strategy into a usable framework for design and communication.
- Architecture
- Messaging logic
- Brief
04
Align
Review the direction with the people responsible for execution.
- Review
- Refinement
- Approval
05
Activate
Carry the strategy into identity, digital experience or communications.
- Handover
- Application
- Next phase
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