Brand strategy
We choose what you stand for, and what you don't.
Afterwards you know what your brand stands for, who it's for, and which words you use to say it. One story your whole team can retell. Not a brand book nobody opens.
What you get
One story your team can work with, and a list of what you're no longer trying to be.
What is a brand strategy?
A brand strategy determines what a brand stands for, who it's for, and how it sounds. WIT.agency builds four things for this: your position, your story, your messages and your tone. We start from what genuinely drives your customers, put your brand next to your competitors', and choose what you claim and what you let go of. You get one coherent story that your sales, marketing and job postings can all use.
It differs from a brand audit: an audit establishes where you stand today, a strategy determines where you're headed. And it differs from a visual identity: a brand strategy says what needs to happen, a visual identity how it looks.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“We look like everyone else and we've forgotten why.”
If you're being compared on price, that's rarely a price problem. Usually it's a difference problem.
What we look at
Four building blocks. One story.
A brand isn't a slogan. It's four pieces that need to carry each other: where you stand, what you tell, what you say, and how you sound. Where the weight falls, you only find out after the first conversations.
Position
Which spot do you claim, and which do you leave?
We look for the spot that can be yours and that your competitor can't simply take. Choosing hurts a little: something you're good at always gets cut.
Story
Why do you exist, in plain language?
Not a mission statement but a story someone can retell at the bar. If your team can't say it from memory, it isn't right yet.
Messages
Which sentences does everyone use?
One set of sentences for your site, your sales, your job postings and your newsletter. Not to memorise, but so nobody ever says something contradictory again.
Tone
How do you sound, and what do you avoid?
How you talk is a choice, not a habit. We fix what fits and what doesn't, with examples your team recognises immediately.
What it comes down to
From something true to something that sticks.
What's there now
We are an innovative partner in sustainable solutions, with people at the centre.
Four of your five competitors write almost the exact same thing. Nobody reading it remembers a word.
What's there afterwards
We pull the CO2 out of concrete, without the contractor changing a single thing.
One claim nobody else can borrow, backed by proof. That's what the Position and Messages building blocks deliver.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One document your team actually uses. We go through it together, and after that it's yours.
- 01The position you claim, and why it can be yours
- 02The story, in a three-sentence version and a half-page version
- 03The messages per audience: customer, candidate, partner
- 04The tone, with examples of what fits and what doesn't
- 05What you stop saying from now on
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What you sell, to whom, and why people choose you today, or don't.
at the table
Research
Conversations with customers and with people who didn't buy, plus what your competitors claim and where you sit between them.
share contacts
Choices
We lay out the choices with the consequences attached. Including what you give up. Something gets cut here, and that's the point.
decide
Writing
Position, story, messages and tone in one document, written to be used and not admired.
review
Landing
A session with the people who work with it daily. A strategy that only lives with leadership doesn't exist.
bring your team together
Where it varies
If you had customer research done last year, we build on it. If the position is already settled, it starts at step three.
Where it never varies
Something always gets cut. A brand strategy that keeps everything isn't a strategy, it's a summary. And everyone who decides sits at the table.
What it costs
No rate card. One number.
A brand strategy for a business with one audience is a different job than one for a group with four brands in three languages. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many audiences you serve.
Customers only, or also candidates, partners and investors.
How many brands exist.
One brand, or a portfolio that also needs to align internally.
How much already exists.
Recent research and a clear direction, or a blank page.
One market or several.
Each extra language or country needs its own choices, not a translation of the first.
Honestly
Sometimes you need something else.
You don't yet know where you stand today.
Look at Brand auditThe position is settled and you need someone to design it.
Look at Brand identity and directionYour brand is right, but people drop off between first contact and quote.
Look at Customer journey mappingYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a brand strategy cost?
There's no fixed rate, because scope varies by brand. Price depends on the number of audiences, the number of brands, existing research, and the number of markets.
Is a brand strategy a fixed package?
No. The four building blocks are fixed, since those are what make it a brand strategy. How deep we go in each one isn't. That gets agreed at intake.
How long does a brand strategy take?
A brand strategy runs from intake to the point the story is written and tested, and that mostly depends on how fast the choices get made.
Do we also get a new visual identity?
No. A brand strategy determines what you stand for and how you sound, not how you look. If you want a new visual identity afterwards, we write the brief a designer can work from.
Who needs to be involved on our side?
Whoever can make the call, and whoever has to use it daily. Usually that's the owner or leadership plus someone from sales.
What if we can't agree internally?
Then that's the first outcome. We lay out the choices with the consequences attached, so a decision can be made instead of a vote taken.
What's the difference with a brand audit?
A brand audit establishes where you stand today and what's wrong. A brand strategy determines where you want to go and which words belong to that.
Does this work for a B2B company too?
Yes, and often with more effect. In B2B, projects run longer and more people are watching, so a clear story does the quiet work.
Choose first. Then tell the story.
The call where we work out whether a brand strategy makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute callWhat you concretely get