Brand strategy: positioning, personas and tone of voice before design
We run online strategy workshops that produce a description of your brand: who it is for, what sets it apart, what it promises and how it speaks. It is the foundation for your logo, website and copy. A brand workshop with a summary costs from 1,500 PLN net.
- Price
- from 1,500 PLN
- Timeline
- 5-7 business days
- Copyright
- Full
How much does a brand strategy cost?
A brand workshop with a summary costs from 1,500 PLN net. Brand Strategy with two workshops, personas and a document costs from 4,500 PLN, and Strategy and Messaging with brand voice, taglines and a messaging plan from 8,500 PLN. A workshop with a summary takes 5 to 7 business days, a full strategy 3 to 4 weeks and strategy with messaging 5 to 7 weeks.
- Price
- from 1,500 PLN
- Timeline
- 5-7 business days
What you get in a strategy project
Every package ends with a document you can hand to your designer, copywriter and sales team.
Workshop
An online session with exercises where we settle audiences, differentiators and brand direction.
Audiences and personas
A description of customer groups: what they need, what worries them and where they look for solutions.
Positioning
Where the brand stands against competitors, and one sentence that describes it.
Promise and proof
What the brand promises and how it can back that up, without claims that cannot be proven.
Archetype and personality
The brand character described in a way that guides decisions about look and language.
Tone of voice
In the largest package, brand voice rules, taglines and a 3-month messaging plan.
Decisions first, design second
A logo or website project often stalls on a question that is not about design: who is this company really for, and how is it different from competitors? Without an answer, every concept is judged by taste, and a discussion about colour replaces the conversation about what the brand should communicate.
A brand strategy is a short set of decisions that settles those questions. Who your customer is and what they need. Where you stand in the market. What you promise and why customers should believe it. How you speak. With that document, design and copy have criteria, not just preferences.
We work in online workshops. They are led by the person responsible for our creative direction, the same person who then leads the identity project. That way the strategy does not end up in a drawer but goes straight into the logo, colours and copy.
A strategy does not have to be a thick deck. For a small company, one workshop and a summary of the direction are enough. A larger brand with several customer groups or planned campaigns needs a full document with personas, positioning and a messaging plan.
Questions a strategy answers
Who are we for?
Specific customer groups with needs, not everyone who might buy something.
How are we different?
A differentiator that can be checked, not a quality slogan the whole industry repeats.
What do we promise?
One promise customers can verify after buying.
How do we speak?
Tone, words and form of address, shared by the website, proposals and social media.
What do we not do?
Customers, services and messages the brand deliberately gives up to stay clear.
Packages and prices
Net prices. Anything beyond a package is quoted before we start.
Brand Workshop
One workshop and a summary of the direction, for a small company before a logo or website project.
from1,500 PLN
5-7 business days
- Online workshop of up to 3 hours
- Summary of the brand direction
- Audience and differentiator
- Tone of voice in a few sentences
Most chosen
Brand Strategy
A full strategy document for a company with several customer groups and strong competition.
from4,500 PLN
3-4 weeks
- 2 online workshops
- Customer personas
- Positioning against competitors
- Brand archetype and personality
- Brand promise and proof
- Strategy document
Strategy and Messaging
Strategy turned into language and action: brand voice, taglines and a plan for the first months.
from8,500 PLN
5-7 weeks
- Everything in Brand Strategy
- Brand voice rules with a word list
- Brand tagline in variants
- 3-month messaging plan
- Walkthrough with your team
Net prices in PLN, starting from the amount shown for the scope described. We reserve about 15% of the project time for revisions, so a bigger project gets proportionally more time for changes. Anything beyond the package is quoted before we start.
Package comparison
| Scope | Brand Workshop | Brand Strategy | Strategy and Messaging |
|---|---|---|---|
| Workshops | 1, up to 3 hours | 2 | 2 and a team walkthrough |
| Document | direction summary | strategy document | strategy and messaging |
| Personas | audience description | yes | yes |
| Positioning | differentiator | yes | yes |
| Brand voice and taglines | none | none | yes |
| Messaging plan | none | none | 3 months |
| Timeline | 5-7 business days | 3-4 weeks | 5-7 weeks |
How we work on strategy
Survey and materials2-4 days
A short survey before the workshop and a review of your website, offer, customer reviews and competitors.
1Workshop1-2 days
An online session with exercises. In larger packages, a second workshop on positioning and promise.
2Write-up3-12 days
We turn the findings into a document: audiences, positioning, promise, personality and tone.
3Walkthrough1-2 days
A conversation about the document and revisions.
4Messaging1-2 weeks
In the largest package, brand voice, taglines and the messaging plan.
5
We reserve about 15% of the project time for revisions. The key decisions are made in the workshop, so the person who makes decisions in the company should attend.
What brand strategy pricing depends on
The price changes with the number of workshops and how far the strategy goes: to a direction, to a document or to a messaging plan.
- 1
Number of workshops
One workshop is enough when a company has one customer group. Several groups need more time.
- 2
Depth of the document
A direction summary is different work from personas, positioning and a promise with proof.
- 3
Messaging
Brand voice, taglines and a messaging plan turn the strategy into specific copy.
- 4
Number of people
When several people make decisions, extra conversations are needed to align them.
How not to overpay
- Start with a workshop and expand it if you need more
- Prepare customer reviews and an offer description before the workshop
- Invite the person who makes decisions
- Order the strategy together with a visual identity
Who we create strategies for
New companies before brand design
A direction for the logo, identity and website, instead of judging them by taste.
Companies before a rebrand
A decision on what the brand should communicate after the change, before a new mark is drawn.
Companies with several customer groups
Personas and messages for each group, without diluting the brand.
Startups before a campaign
Positioning and a promise that translate into ads and a product page.
Marketing teams
A shared document everyone returns to when writing or designing for the brand.
How to prepare for the workshop
Nothing needs to be polished. Honest answers and real examples work best.
0 / 6 ready
- A description of your offer and prices
- A few typical customers: who they are and why they bought
- Customer reviews, including critical ones
- Competitors and what annoys or inspires you about them
- Company plans for the coming years
- The person who makes decisions taking part
How strategy shows up in design
| Strategy decision | Where you see it | Example |
|---|---|---|
| Audiences | photo style, language, channels | different photos for families and for businesses |
| Positioning | website and proposal headlines | the first sentence on the home page |
| Personality | colours, typefaces, shapes | rounded forms or sharp edges |
| Tone of voice | copy, posts, replies | formal or informal address |
| Promise | tagline and sales arguments | the brand tagline and the benefits section |
Strategy for a small business
Strategy sounds like something for big brands and long decks, but a small business needs it just as much, only in a shorter form. A sole trader offering a service gains most from one question: who exactly am I for, and how am I different from the three companies a customer will find next to me in search results?
That is why the smallest package is one workshop and a short summary, not a document of dozens of pages. It is enough for the logo, website and copy to share one direction, with something to return to when the next decisions come.
Brand strategy step by step
What the workshop looks like, what a positioning map is and what archetypes are for.
The online workshop step by step
The workshop starts with a conversation about the company: where it came from, what sells best and what it is proud of. Then we move to customers: who buys, why, what worries them before buying and what words they use to describe their problem. Real examples of specific customers give the most.
The second part is competition and differentiation: what others say, what nobody says, and what of that you can honestly promise. We finish with brand character and tone, meaning how the brand sounds in a proposal, a post and a reply to a complaint. We work on a shared online whiteboard, which we turn into a document after the workshop.
A positioning map, by example
A positioning map is a simple chart with two axes on which we place the brand and its competitors. We choose axes for what really differentiates the market, for example price and range of services, or specialisation and speed of service.
For a local renovation company, the axes could run from full renovations to small repairs and from a slot next month to a slot tomorrow. If nobody sits in the corner of fast small repairs and the company can work there, that is a candidate for positioning. The map does not give the answer by itself, but it shows the empty spaces.
Brand archetypes in brief
Archetypes are twelve character types, such as the Sage, the Caregiver, the Creator, the Hero or the Explorer, used to describe brand personality. They are not a goal in themselves but a shorthand that helps the team and the designer understand how the brand should behave.
A Caregiver brand speaks warmly and calmly, and its graphics are soft and rounded. A Hero brand speaks briefly and with energy and uses strong contrasts. Choosing an archetype therefore translates directly into decisions about colours, typefaces and copy, as described in the part on how strategy shows up in design.
A persona: a specific customer instead of a target group
A target group such as women aged 25-45 in big cities tells a designer and copywriter very little. A persona describes one specific person: what problem they have, what they have tried, what worries them and what language they use to talk about it.
We build personas from your real customers and the workshop conversation, not from invented data. That way the document helps make decisions, for example whether to lead the offer with price or with turnaround time.
Questions before you order
Let us start with a talk about your project
A free online consultation or a quote in the calculator.