Before anyone can market it, somebody has to decide what it is.
The position, the message and the proof, written down in language your team can actually use. Two working sessions and a document that ends the arguments.
- Two working sessions
- A usable document
One document. If it needs somebody to present it, it has failed.
A brand that stands for everything is priced like everything else.
When a business cannot say who it is for and who it is not for, every conversation turns into a price conversation. Strategy is not a mood board. It is the set of decisions that let you charge more and say no.
Made in the room, written down the same week.
Who it is for
The buyer, described specifically enough that you would recognise them on the phone. Including who you stop chasing.
What it is against
The real alternative your buyer considers, which is usually doing nothing rather than a competitor.
The one claim
The single thing you want to be known for, in a sentence a customer would repeat to somebody else.
The proof
What makes the claim believable: process, guarantees, credentials, results, the things only you can say.
The voice
How it sounds in Arabic, Hebrew and English, with written examples, so five different writers produce one brand.
Three to four weeks, and most of it is not meetings.
The limiting factor is how quickly we can get time with your customers. Everything else we control.
A document, and a team that can already use it.
Yours to keep, and it works with any agency afterwards.
| Interviews | You, whoever sells, and a handful of real customers |
| Analysis | Competitors and the alternatives your buyer actually weighs |
| Two sessions | Arguments settled in the room, not by email afterwards |
| Positioning | Target, alternative and the claim, stated plainly |
| Messaging | An answer written for every objection you get |
| Voice guide | With examples in each language, not adjectives |
| Naming direction | Where a name or tagline needs to change |
| Handover session | So your team can use it the next morning |
A position that never reaches a customer is an expensive opinion.
The content calendar, the film and the campaigns are where the position turns into revenue. The same department runs all of it, from the same document.
The things people ask first.
Is this a logo project?
No. Identity work can follow from it, but this is about what the business says and to whom. A logo cannot fix an unclear position.
We already have a brand book. Do we need this?
Often what exists is a visual guide with no commercial decisions in it. Send it over and we will tell you honestly whether this adds anything.
How long does it take?
Three to four weeks, mostly limited by how quickly we can get time with your customers.
Do we have to continue with you afterwards?
No. The document is yours and it works with any agency. Most clients continue because execution is cheaper when the people who wrote it also make it.
Can this be done for a new business with no customers yet?
Yes, with a different process. We interview the market you intend to serve instead of the customers you have not got yet.
Decide what the brand is.
Bring the arguments your team keeps having. We will show you which ones this settles.