Brand Strategy & Architecture

A unique DNA for your brand including purpose, positioning and proposition.

“Caffeine were excellent at helping us quickly and clearly express our brand vision”

CEO, SAGE

What is brand strategy & architecture?

Whether you’re a product business, a service business, or one which delivers experiences, your brand is the interface between your business and your customers. In its most basic form, it can be simply a name or logo that helps your customers quickly identify you in a crowded marketplace.

But your brand should do much more than be a signpost. It should also give your potential customers a reason to choose you, differentiate you from your competitors, and inspire your employees to deliver great products, services and experiences to your customers.

We define a unique DNA for your brand(s) by:

And where you own more than one brand e.g., in a brand portfolio or you have a master/product brand relationship, we define a strategy for each brand and an architecture that defines the relationship between them and how they interact with each other.


How we help

  • 4Cs framework – we initiate our proprietary 4Cs audit and commence preliminary research into Customer, Competition, Company and Context.
  • Develop a series of brand DNA models – built from the territories identified in the previous phase, each model outlines a potential, Purpose, Positioning and Proposition for the brand.
  • Exploration of each model – a workshop to work through the strengths and weaknesses of the different models as well as the considerations and implications
    of each.
  • Refinement of preferred DNA model – we build, strengthen and codify the preferred expression.
  • Developing the architecture – where relevant, we explore the optimum architecture for your group of brands. Our approach is predicated on keeping things as simple as possible, either because they play a strong role in driving demand, or because they serve a greater strategic purpose for the whole group.

Our models and frameworks

Our 4Cs audit model
Our Brand DNA Model
Purpose Drivers Model

Watch out for...

Over-complication

Whether defining your positioning or constructing your brand architecture, simplicity is your friend. The easier it is for your customers to identify, understand and distinguish your brand in a cluttered marketplace, the better. And the easier you make it for your employees to understand, the better chance they have of creating cut-through. So, whether you are using a brand key, brand pizza, brand wheel or brand pyramid, be as ruthless as you can to make it as simple and as intuitive as possible.

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Insights

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Our Services

Brand-led Business Strategy

A growth strategy that inspires customers and employees

Customer
Experience

A distinctive customer experience that sets you apart

Employee
Experience

A culture that enables and empowers employees

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