Brand Strategy and Rebranding in Prague

A logo only makes sense once three questions have answers: who you are for, what you stand for, and why anyone should care. Brand strategy puts those answers in writing, so every later decision in design and marketing has something solid to stand on. A rebrand starts the same way as a brand built from nothing.

From€800per project

Discuss your projectCheck pricing
  • 16 pxthe size at which the logo still reads
  • 3 versionsof the logo: colour, one-colour, inverse
  • 2 roundsof revisions after you pick a direction
  • 8-20pages of a manual people actually read

Brand strategy decides what you say before anyone designs how it looks: who you're for, why people pick you and what tone you speak in. Research and positioning start at €900. After two workshops and a week of work you get a document that guides your site, ads and logo.

We start with customer interviews and a competitor analysis, so positioning rests on facts instead of impressions.

We start with customer interviews and a competitor analysis, so positioning rests on facts instead of impressions.

The output is a document of a few pages that sales, marketing and your designer all work from.

The output is a document of a few pages that sales, marketing and your designer all work from.

The strategy comes alive straight away in your site, video and identity, because we do all of it in one team.

The strategy comes alive straight away in your site, video and identity, because we do all of it in one team.

On a rebrand we first measure what people recognise from the old brand, and we keep it.

On a rebrand we first measure what people recognise from the old brand, and we keep it.

Every service in this category, explained

  • Brand Research

    What people think of you, next to what you want them to think.

    Discuss your projectEstimate your project

    In short You get it in writing: what people actually think of you, and next to it what you would like them to think. That gap is where the most ground can be gained, and before a rebrand it is the one input you cannot work out on your own. Business branding starts here.

    How we workWe talk to customers who bought from you and to the ones who walked away, then we ask your own team separately. We also scan the market: how competitors describe themselves, which words the industry has worn thin, and what reviews actually say. The answers get sorted by what keeps coming up.

    What you getA short report with quotes, showing exactly where image and reality diverge. Plus a list of phrases ready to use in website copy, and a rundown of the industry talk that says nothing at all. Design and branding then start from this report.

    What's included

    • Customer and team interviews, side by side
    • What the market and reviews reveal
    • Where image and reality don't match
    • Usable in website copy immediately

    Positioning

    One concrete sentence on who you serve and how you differ.

    Discuss your projectEstimate your project

    In short One sharp sentence that stakes your place in the market, specific enough that a competitor couldn't copy and paste it. Branding and design, messaging and pricing all hang off this single line.

    How we workFrom the research, we pull out claims that are true, matter to the customer, and aren't already claimed by a competitor. We bring several proposals and walk through what each one means for pricing and the kind of work it attracts. The chosen line then gets tested in real situations: the website's first screen and the opening of a proposal. Corporate branding goes through the same test.

    What you getOne agreed sentence about who you're for and how you differ, with the reasoning behind it and the rejected alternatives explained. From there it becomes the yardstick for every marketing and branding call that follows: the website, proposals, ads, even which photos get picked.

    What's included

    • One line competitors can't copy
    • Built from real research
    • Options weighed against pricing impact
    • A yardstick for web, offers and ads

    What's in the box

    You do not order these separately: they are in every job, and they are ours to do.

    Value proposition

    The concrete promise you make to customers, checked against one question: would anyone actually pay for this? It turns vague strengths into arguments your landing page can use. Product branding starts from the same promise.

    We start with what people are actually dealing with, since a list of your own strengths rarely gives us anything usable. Every phrasing has to pass two questions: would anyone pay for this, and could a competitor say the same about themselves. Whatever survives gets rewritten in several lengths, to fit the space on the page and in the proposal.

    OutputThe main promise in a form ready for the website's first screen, plus shorter and longer versions for proposals and introductions. Also separate variants for different customer groups, since a manufacturer and a sole trader need different sentences aimed at them.

    • A concrete promise to the customer
    • Short and long versions
    • A variant for each customer group
    • Sized for the first screen

    Brand messaging

    Key messages for each audience and situation: what you say on the homepage, in a pitch, in a job ad. Branding and communication land the same way everywhere: consistent enough that people recognize the voice, loose enough that it never reads like a script.

    We go through every place the company speaks and decide, for each one, what comes first, what backs it up, and what to avoid. We pull the objections you actually hear from you and write answers for them. Then we read every line out loud until it sounds like someone talking, never a script.

    OutputA short document with ready-made phrasing for the website's first screen, a meeting introduction, a proposal, a job ad, and answers to objections. Each line carries a note on who it's for and which situation it fits, so it can be copied straight in.

    • Ready lines for web, pitches and meetings
    • Answers to objections you actually hear
    • Consistent, yet still sounds human
    • A document built to copy from

    Technologies

    Sound familiar?

    John Doefirst call

    1. Customers can't tell us apart from the competition

    2. When everyone in the field promises quality and a personal approach, price decides. We find where you're genuinely different and name it so customers remember it and repeat it.

    3. The company grew and the brand still talks like a start-up

    4. A brand from the early days often holds back a company that has since changed markets or customers. We build the rebrand on who you are today and carry over what people already know.

    5. Every supplier writes and draws us differently

    6. Without a written strategy, every agency invents its own. You get a document with the message, tone and arguments that you can hand to anyone, and everyone will sound the same.

    7. We're planning a site and don't know what to put on it

    8. Website copy is strategy in practice. Without one, copy gets written blind and the site gets rebuilt later. With a strategy you know what to say on the home page, in the offer and in ads.

    Which one sounds like you?

    Pick your case and enter your own numbers. The screen works out what you're losing or gaining.

    I compete mainly on price

    How many projects a year48
    Average project value€410
    How much more you could charge5%

    Over a year that would be extra

    €980

    48 projects at €410 each, 5% more for each. Brand positioning with us typically costs €1,450.

    How much more you could charge is your own number, no strategy guarantees it. Typical price from the studio price list.

    Discuss your project

    I write every proposal from scratch

    How many proposals and texts a month8
    Minutes per one60 min
    How much your hour is worth€30

    Writing from scratch costs

    €240 a month

    8 proposals at 60 min each, that's 8 h a month at €30 an hour. Brand messaging with us typically costs €900. If it cuts the time in half, it pays for itself in 7.5 months.

    We assume ready-made messaging cuts writing time in half. Typical price from the studio price list.

    Discuss your project

    I have a quote from another agency

    What you were quoted€970
    For what

    You were quoted less than our typical price by

    €480

    You were quoted €970 for positioning. With us that typically costs €1,450, from €900.

    Comparison against the studio price list. Scope and deliverables vary, check against the actual quote.

    Discuss your project

    Go straight to a new logo and skip strategy?

    A new logo is visible at once, a strategy on paper much less so. That's why plenty of companies skip it, and sometimes that's fine. The question is whether the brand's problem is how it looks or what it says about itself.

    When a new look is enough

    • The message works, customers know it, only the logo has aged
    • You're starting with one service for a clearly defined group of customers
    • One person runs the company and can say the offer in one sentence
    • Neither the market nor the customers have changed since the brand began

    When it doesn't pay off

    • A new logo on an unclear message is the same confusion in nicer packaging
    • The company changed market, price level or customers and the look just covers it up
    • The team, sales and the site each describe the offer differently
    • Competitors promise the same and only price wins deals

    From interviews to a written strategy

    1. You know what we're solving

      Call and questions

      Half an hour on the company, the market and why the brand needs attention now. We agree the scope and you get a fixed price.

    2. You hear your customers

      Research

      Interviews with customers and the team, a competitor analysis and how the market talks about you. This is usually where your real difference shows.

    3. You know where you stand

      Positioning workshop

      A three-hour workshop with management: who you're for, who you stand against and why people pick you. Decisions are made at the table, nothing gets invented afterwards.

    4. You have one sentence

      Value proposition

      We write down what the customer gets and why they should believe it. The sentence a salesperson says in a meeting and the one that sits on your home page.

    5. Everyone sounds the same

      Message and tone

      The core message, arguments for different customers and a tone of voice with examples of what to write and what to avoid.

    6. The strategy is written

      Handover and next step

      A document of a few pages and a call with the team on it. You can continue with an identity, a site or a campaign, with us or with anyone else.

    What brand strategy costs

    Brand messaging from €800, positioning from €900, value proposition from €1,000, brand research from €1,000. You know the price after the first call. Nothing is added on top, the price is final.

    Check pricing

    An identity built to survive contact with reality

    A logo is the easy part. The decisions behind it are the actual brand. We start with strategy, who you're for and what you stand for, because an identity without an argument is just decoration. Then we design for real life, well past the portfolio mockup. The mark has to work at 16 pixels and on the side of a building. The palette has to survive cheap print, and the voice has to sound like you in a job ad and a pitch alike. And we write it all down in a brand book, so the tenth freelancer you hire still looks like the same company as the first.

    What you ask most often

    What is branding?

    Branding is the sum of how people perceive you: what they say about you, how they recognise you and why they choose you. It's made of strategy (what you say), identity (how you look) and the experience of your service. A logo is just one part of it.

    What is a rebrand and when should we do one?

    A rebrand changes the brand: message, name, look or all of them. It makes sense when the company has changed market, customers or price level and the brand still speaks the old way. We don't recommend it out of boredom or fashion.

    How much do brand strategy services cost?

    Brand messaging from €800, positioning from €900, brand research from €1,000. A full strategy with research, positioning and messaging is built from these parts. You know the price upfront. Nothing is added on top, the price is final.

    How long does a brand strategy take?

    Positioning and messaging take two to three weeks, one of them pure work after the workshops. With research and customer interviews, about four weeks.

    What is brand positioning?

    Positioning sets the place you want in a customer's mind against competitors: who you're for, how you're different and why they should trust you. Good positioning fits in one sentence and sales can repeat it without notes.

    Won't a rebrand cost us recognition?

    First we find out what people recognise from the old brand: colour, shape, name, sound. We keep that and build on it. Whether evolution is enough or a revolution is needed is decided by the interview data. For most companies evolution is enough.

    Who takes part in the workshops?

    The owner or management and one or two people who talk to customers, typically sales or support. More people slow decisions down. We can run the workshop at your office or online.

    Will you design the logo and site afterwards?

    If you want, yes. Identity, web and video are one team, so the strategy never has to be explained twice. The document also works on its own and you can hand it to any agency.

    Can you help with the company name?

    Yes, naming is part of the strategy: name options, checks on free domains and business registers, and a test of how the name reads and spells in Czech and English. We recommend a lawyer for the trademark check.

    Neighbouring categories

    All services

    Brand style

    2 services

    Guidelines

    2 services

    Brand assets

    6 services

    Ready to build something solid?

    Drop us a message. We reply within a few hours to set up a quick chat.

    1. 1Within hours: a human reply: first thoughts, maybe a question or two.
    2. 2Within days: a 30-minute call. You talk, we listen. Free, no obligations.
    3. 3After the call: a written fixed quote, or an honest answer that we're not the right fit, with a tip on who to ask instead.

    No sales scripts. You'll be talking to the people who'll actually build it.

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