Custom Branding that works for you.
Discovery
Feeling lost with your brand? It might be time to dive deeper into brand discovery to find your direction.
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Understanding where your brand is in the context of its employees and stakeholders, its customers, its category, its competition, its brand history, and culture at large is vital.
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Without these valuable insights, discoveries and knowledge, it is difficult for your brand to know exactly where it is today, why it is there and where it may want to go in the future.
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Summary of observations and insights from interviews with employees, stakeholders, and customers, covering topics like motivation, values, culture, business performance, challenges, success factors, capabilities, and competitors.
Key insights are examined through five lenses: category, competitors, company, consumers, and culture.
Identify the core issue and its causes, along with initial hypotheses for potential solutions.
Strategy
Struggling to figure out your brand's priorities and options? You might need more strategic thinking to help you focus.
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Choosing not what to do is as important as understanding and knowing what to do. These strategic choices stem from:
∙ segmentation - identifying the consumer;
∙ targeting - identifying the most relevant target groups;
∙ proposition & positioning - delivering a compelling product/service proposition wrapped in an overall brand positioning.
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Having a clear set of choices that define what your company is going to do and not do gives direction and focus. Less choices means greater focus and clearer objectives.
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Ambition formulation - identifying the business ambition and strategic priority for your brand (Where will it play? How will it win? With what capabilities and support?).
Triangle of truths – distilling key cultural, category and brand truths to help answer the existential question of why your brand exists and find a positioning that is both competitive and ownable within the category.
Positioning statement – identifying the consumer segments and target groups and their core needs; identifying the competitive frame in which the brand operates; formulating the promise and identifying the reasons to believe; plus the supporting brand character and values.
Brand manifesto - articulating the purpose and positioning in a tangible, inspirational way that aligns your brand around its shared goals.
Design
Having trouble bringing different tactics together? It might be time to focus on brand design to strengthen and unify your brand.
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Design lies at the heart of your brand image, experience, and communications. It reflects your brand’s character, point of view, aesthetic, and place in the economic landscape.
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Branding clarity helps a business define and deliver on what it means and promises to its customers. Being distinctive and compelling ensures your brand shows up and connects more consistently, leading to greater comfort and confidence by building trust and credibility.
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Brand Design covers everything from your name, logo, colors, typography, and slogan, to UI/UX/website design, content ideas, advertising, and messaging. It can also include product, pricing, positioning, and more—not just promotion.
A brand book ensures clarity and consistency by outlining your brand’s principles, visual and verbal identity, communication guidelines, and best practices.
The funnel plan helps map out how your brand and performance interact at different stages—building awareness, nudging decisions, and creating connections—by understanding your target audience, their motivations, barriers, and the most effective communication channels.
Deliverables are customized to your needs.
"The little red sofa provided AIQ with much-needed comfort. They accelerated our growth exponentially and the ROI was a 10x multiplier".
Scott Goldman, Ph.D. - Owner & Performance Psychologist, AIQ
Brands We’ve Comforted.
We’ve worked with a wide range of brands from B2C, B2B, DTC, online in all sorts of different categories spanning North America, Europe to Asia.
We’re especially interested in brands that take environmental and sustainable concerns seriously and embed them into their business.
Brands that are truly responsible and act on this will be the only longer-term winners. And that’s worth it for businesses, the planet, and people.
Why Join Us?
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Our belief is that there is now a greater need than ever to deliver a fresh depth of thinking and ideas at pace. Time spent on understanding problems should be time well spent, not viewed as time wasted.
As two brand practitioners, we have seen the difficulties and challenges first-hand of problem solving and brand building in companies of all forms and sizes across the globe.
An outside perspective gives you an unbiased opinion in rethinking a problem and developing solutions in the real world quickly and properly.
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Diagnosing and framing the problem thoroughly means you won’t reinvent the wheel or waste valuable time and money in the process.
Finding the right brand frame can set you free and unlock new approaches and business opportunities.
By thinking in a more open-minded way, you can consider a broader range of solutions that may lie in product, pricing, place, positioning, platform, portfolio, etc and not just in communication or content.
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By being lean, fully digital and project-based, we won’t cost you the earth either and will deliver you results quickly and reliably.
Ready for a little brand comfort? Let us know what you need and we’ll create a Custom Brand Package that works for you.
Sofa Stories.
