I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Strategy
We study not abstract "target audiences," but specific people—their lives, choices, language, and habits. We collect quantitative data, conduct in-depth interviews, and observe behavior.
We segment our customers to understand how they think and make decisions. This allows us to see not only who they are but also why they act the way they do. This gives us a clear understanding of what to base our brand strategy and communications on.
We analyze the brand's operating environment: competitors, substitutes, categories, and channels. We examine who is solving similar problems in the market and how, which approaches are working, and which are outdated.
We study local and international cases to avoid reinventing the wheel, but also to avoid repeating others' moves. We analyze trends to understand where attention is growing and where demand is heading. This is how we identify real growth opportunities.
Positioning is a way to explain to people why a brand exists and how it differs from others. We articulate the context in which it operates, the role it plays, and the place it occupies in the audience's perception. We find the essence through which the brand becomes recognizable and understandable.
Positioning isn't a formula, it's clarity. When a brand stops talking about everything and starts talking about itself.
A brand's idea is the essence for which it exists. We seek truth—what resonates with people and the times. We retest hypotheses, eliminate all unnecessary elements, until we are left with a simple, strong core that both consumers and the brand's team will follow.
A brand platform is the internal conceptual framework of a brand. We formulate the idea, mission, values, attributes, and principles upon which its identity is built. This is where the vision of the future is born and the answer to the question of why the market and people need the brand. We combine strategy and emotion to ensure the brand is coherent and vibrant.
We determine who, where, and how the brand will communicate. We segment audiences by context, select channels, and develop a logical flow of interactions. We formulate key messages, advertising campaign ideas, and flight sequences. The goal is to speak to people when they're ready to listen. This way, brand communications become a meaningful dialogue, not just noise.
Verbal communication
A name is the first impression of a brand. We look for a word that conveys character, energy, and meaning. We check the sound, associations, and cultural context. And we choose something that is easy to remember, evokes emotion, and accurately captures the essence. A good name works like a magnet: it attracts attention and stays in the memory.
We conduct a full name check—for uniqueness, protectability, and purity. We prepare an analytical report, prepare the application, and support the process at Rospatent. We oversee all stages—from filing to receiving the certificate. We work with lawyers and patent attorneys to ensure our clients are protected.
A slogan is a short formula for a brand. We look for a phrase that simply and accurately conveys its idea and mood. It should be lively, speak human language, and sound natural in any environment. A slogan connects strategy and perception, helping people quickly grasp the essence. It becomes the phrase through which the brand is recognized.
Brand design
We define the brand's visual direction: tone, mood, style. We describe how the brand should be perceived in each medium. We formulate the logic and principles of visual solutions so that designers understand the goal and not just solve the problem tactically. A design strategy provides a system where creativity remains meaningful. It is a guideline that brings the brand into visual cohesion.
We design packaging based on how people interact with it in real life. We consider the visual environment on the shelf, the selection scenario, and the emotion of first contact. In packaging design, we create meaning and recognition, not decoration. Every element contributes to brand identification and perception. The main goal is for packaging to sell without words.
We develop a form that supports the brand's concept and enhances its character. We work at the intersection of design, engineering, and ergonomics. We test prototypes, evaluate comfort and visual perception. We seek a balance between functionality, aesthetics, and recognition. The form should evoke the desire to pick up the product—and never let go.
A corporate identity is a brand's visual language. We create a system in which font, color, composition, and details work together to create a unified experience. The style helps the brand be consistent, recognizable, and flexible. We establish principles so the brand can grow and adapt.
A logo is a symbol that embodies the brand's meaning. It should be simple, consistent, and honest. We create not just a beautiful sign, but a working symbol. A good logo requires no explanation—it speaks for itself.
We translate brand strategy into visual imagery: key visuals, advertising layouts, digital and offline media. Here, it's important not just to create a beautiful image, but to convey meaning and mood. Each layout builds recognition and evokes an emotional response.
We capture the brand's visual and semantic principles in a single document. The brand book explains how to use the logo, colors, graphics, and tone of voice. It's essential for maintaining consistency while scaling. We create it as a tool for the team.
We create websites that work for the brand, not just represent it. We start with understanding the user's tasks and scenarios. We consider the structure, visual rhythm, interaction, and navigation experience. Each screen is an extension of the brand's identity and strategic idea.