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Brand strategy

We build a brand strategy that makes it clear what sets you apart, who you’re talking to and why customers should choose you. We develop your brand positioning, values, tone of voice, archetype and brand platform: the foundation the rest of your marketing is built on. We start with the market, your competitors and your audience, not with a logo.

We’re a creative agency. We combine analysis, strategy and creative so your brand sends a consistent, unambiguous message in every channel. We work mainly out of Wrocław and Warsaw and build brand strategies for companies across Poland.

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THE BASICS

What brand positioning involves

Brand positioning is a deliberate decision about the place a brand holds in the customer’s mind relative to the competition. It answers what the brand should be associated with, what sets it apart and who it’s for. Brand strategy ties this into one consistent system: from the differentiator, through values and personality, to the way the brand speaks and looks.

With a brand strategy, you get an analysis of the market, competitors and target audiences, positioning with a key differentiator, brand values, mission and personality (archetype), tone of voice and communication guidelines, plus a brand platform with key messages and a brand story.

SCOPE

What’s included

We deliver a complete brand platform, ready to roll out across your communication and visual identity.

01

Analysis and segmentation

market, competitors and audience segments.

02

Positioning

where the brand sits in the market and what sets it apart.

03

Values and personality

brand values, mission, vision and archetype.

04

Tone of voice

brand tone and language rules.

05

Brand architecture

a clear structure when you have several brands or product lines.

06

Brand platform

key messages, tagline and brand story.

07

Rollout recommendations

what to change in your communication and visual identity.

Brand strategy

Who it’s for

New companies and startups building a brand from scratch.

Brands that blend into the crowd and lack a clear differentiator.

Companies planning a repositioning or rebrand.

Teams that want one consistent message across sales, marketing and HR.

PROCESS

How it works: step by step

01

Discovery and data

We learn your business, goals and market.

02

Analysis and strategy

We research competitors, audiences and opportunities to stand out.

03

Positioning

We define the brand’s differentiator, values and personality.

04

Brand platform

We document the tone of voice, key messages and brand story.

05

Rollout and support

We hand over the platform, train your team and support your communication.

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COMPARISON

Brand strategy vs. marketing strategy

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Brand strategy

Marketing strategy

What it defines

who you are and what sets you apart

how and where you communicate it

Time horizon

long-term, the brand’s foundation

medium-term, an action plan

Outcome

positioning, values, tone of voice

goals, channels, calendar, KPIs

Bottom line

brand strategy at launch and when repositioning, marketing strategy once the brand foundation is in place

(Order matters: first we define who the brand is, then we plan how it should talk about itself.)

OUR WORK

Brand strategy in practice

Case study · Meat brand

JBB Bałdyga

Sausage as a companion to small everyday rituals

JBB Bałdyga wanted to reach younger consumers. In the “Zawsze z Tobą” (“Always with you”) campaign, we swapped stories of tradition for humor and everyday moments. AI visuals build a slightly surreal world inspired by pop culture and painting. TikTok videos and animations play on trends and memes.

Challenge

The content had to grab attention in the first few seconds and look like a natural part of the feed, not an ad, without losing the product message.

Full case study

JBB Bałdyga: a sausage as a car air freshener hanging under the rearview mirror, in a post captioned “Your dream scent, now available” (in Polish)

FAQ

Common questions about brand strategy

What is brand positioning?

Brand positioning is a deliberate decision about the place a brand holds in the customer’s mind relative to the competition. It answers what the brand should be associated with, what sets it apart and who it’s for. It’s the foundation all your communication builds on.

What does brand positioning look like in practice?

In practice, we pick one strong differentiator and communicate it consistently through the brand’s messaging, language and look. Instead of saying everything to everyone, the brand claims a specific place in the minds of a chosen audience.

How is brand strategy different from visual identity?

Brand strategy defines who the brand is, what sets it apart and how it speaks. Visual identity, meaning the logo, colors and typography, is the visual expression of that strategy. We set the positioning first, then give it a visual form.

What does a brand platform include?

A brand platform includes the positioning, differentiator, values, mission, brand personality, tone of voice, key messages and brand story. It’s the document marketing, sales and HR use to speak with one voice.

How much does a brand strategy cost?

The cost depends on the scope. Positioning on its own is a smaller project than a full brand platform with workshops and brand architecture. We prepare every quote individually after we talk through your goals.

What is product positioning?

Product positioning defines who a product is for, what problem it solves and how it beats the alternatives. It works at the level of your products and services, while brand positioning works at the level of the whole company.

Do you build brand strategies for companies in Wrocław and Warsaw?

Yes. 25wat works mainly out of Wrocław and Warsaw, so we can run strategy workshops in person. We build brand strategies for clients across Poland, including fully remotely.