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BRAND RE/START STRATEGY
for Companies and Startups
Version: 1.1
BRANDS
Online
Print
materials
Audiovisual Personal Media
Visual Identity Communication Message
Brand Personality / Brand Story
Positioning
Target Groups
Goals
Values
Mission
Vision
We need to know from
you (joint workshops)
Strategic solution
by Restartup
(research and draft)
Tactics (your
supplier)
Basic overview of what
we will need from you
and what you can expect
from us at the end.
OUR APPROACH TO BRANDS
PRODUCT /
SERVICE
Scope
Attributes
Quality
Utilization
BRAND
Organizational
Associations
Brand
personality
Country of
Origin
Brand
visuality/ima
gery
Functional
benefits
Emotional
benefits
Relationships
with customers
(touchpoints)
Symbols and
metaphors
We look at the
brand
significantly
different as at the
product or
service, although
we take off from
it. Here are the
indicators, that
we will identify
and test while
preparing a
strategic brand
solution.
OUR APPROACH TO BRANDS
ZNAČKA /
BRAND
• How do target groups see the
brand now?
• How does startup define its
visions, targets, values?
• How does competition behave?
BRAND
IMAGE
• How do we want the target
groups see the brand in the
future?
• With which facts, emotions and
stories should they identify the
brand?
BRAND
IDENTITY • What will be the brand “value
proposition”?
• Whom does want the brand
identity gain, for which activity
and using what?
• Where are the “touchpoints”?
BRAND
POSITIONING
Brand restart strategy has three phases,
which are mostly divided into three months
of preparations and proposal processing.
HOW DO WE PROCEED?

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Candlelight Communications is a Jakarta-based strategic communications and branding company. They offer integrated communications solutions to help clients align their brand identity and image. Their services include brand design, communications development, marketing communications, social media strategy, and training. They aim to be a reliable partner for small and medium businesses to harness communications and positively impact their bottom line.

Month 1 2 3
Week 1 2 3 4 1 2 3 4 1 2 3 4
BRAND IMAGE – STATUS QUO RECOGNITION AND HYPOTHESIS TEST
Common facilitated
workshops
Qualified dialogues with
selected B2C and B2B clients
Focus groups with target
groups
Desk research and acquired
data analysis
Competition analyses
BRAND
IMAGE
HOW DO WE PROCEED?
Month 1 2 3
Week 1 2 3 4 1 2 3 4 1 2 3 4
BRAND IDENTITY – DEFINITION OF DESIRABLE GOAL
Defining of functional and
emotional brand benefits
Defining of socio-demographic
and psychography of target
groups and their needs
Defining of personality and
visual identity (images,
symbols, metaphors) of brand
at target groups
Defining of brand positioning
on market
BRAND
IDENTITY
HOW DO WE PROCEED?
Month 1 2 3
Week 1 2 3 4 1 2 3 4 1 2 3 4
BRAND POSITIONING – A WAY TO DESIRABLE GOAL
Defining of brand story
(„value proposition“) and
communication messages
Defining of touchpoints with
target groups on the market
Preparation of brief as basis
for preparation of tactical
communication in supplier
agency
BRAND
POSITIONING
HOW DO WE PROCEED?
SAMPLE PROJECT
PARAMETERS
Length of
strategy
preparation: 3
months
Number of
Restartup team
members involved in
a project: 2-4
Expected number
of hours worked
per week: 40 hours

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S-Squad is a creative agency that aims to provide outstanding results for clients by understanding consumers and markets. They have a team of young, creative and hardworking professionals who want to provide fresh ideas and alternative solutions. Their vision is to become the leading collective intelligence agency that helps deliver customized content and messaging to the right audiences through events and social media. They conduct research, community mapping, and strategic analysis to develop effective marketing strategies and influence consumers.

SELECTED REFERENCES
By researching the
perpetual change
and current trends..
× +
..we start the right
strategies..
..to move up
your brand,
cause or
people..
..so touch, and let
us tell your story.
Would you like to know more
or do you need a tailor-made
project? Let us know:
Michal Novota
michal@restartup.sk

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Restartup Brands - Brand Re/start Strategies for Companies and Startups

  • 1. BRAND RE/START STRATEGY for Companies and Startups Version: 1.1 BRANDS
  • 2. Online Print materials Audiovisual Personal Media Visual Identity Communication Message Brand Personality / Brand Story Positioning Target Groups Goals Values Mission Vision We need to know from you (joint workshops) Strategic solution by Restartup (research and draft) Tactics (your supplier) Basic overview of what we will need from you and what you can expect from us at the end. OUR APPROACH TO BRANDS
  • 3. PRODUCT / SERVICE Scope Attributes Quality Utilization BRAND Organizational Associations Brand personality Country of Origin Brand visuality/ima gery Functional benefits Emotional benefits Relationships with customers (touchpoints) Symbols and metaphors We look at the brand significantly different as at the product or service, although we take off from it. Here are the indicators, that we will identify and test while preparing a strategic brand solution. OUR APPROACH TO BRANDS
  • 4. ZNAČKA / BRAND • How do target groups see the brand now? • How does startup define its visions, targets, values? • How does competition behave? BRAND IMAGE • How do we want the target groups see the brand in the future? • With which facts, emotions and stories should they identify the brand? BRAND IDENTITY • What will be the brand “value proposition”? • Whom does want the brand identity gain, for which activity and using what? • Where are the “touchpoints”? BRAND POSITIONING Brand restart strategy has three phases, which are mostly divided into three months of preparations and proposal processing. HOW DO WE PROCEED?
  • 5. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND IMAGE – STATUS QUO RECOGNITION AND HYPOTHESIS TEST Common facilitated workshops Qualified dialogues with selected B2C and B2B clients Focus groups with target groups Desk research and acquired data analysis Competition analyses BRAND IMAGE HOW DO WE PROCEED?
  • 6. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND IDENTITY – DEFINITION OF DESIRABLE GOAL Defining of functional and emotional brand benefits Defining of socio-demographic and psychography of target groups and their needs Defining of personality and visual identity (images, symbols, metaphors) of brand at target groups Defining of brand positioning on market BRAND IDENTITY HOW DO WE PROCEED?
  • 7. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND POSITIONING – A WAY TO DESIRABLE GOAL Defining of brand story („value proposition“) and communication messages Defining of touchpoints with target groups on the market Preparation of brief as basis for preparation of tactical communication in supplier agency BRAND POSITIONING HOW DO WE PROCEED?
  • 8. SAMPLE PROJECT PARAMETERS Length of strategy preparation: 3 months Number of Restartup team members involved in a project: 2-4 Expected number of hours worked per week: 40 hours
  • 10. By researching the perpetual change and current trends.. × + ..we start the right strategies.. ..to move up your brand, cause or people.. ..so touch, and let us tell your story.
  • 11. Would you like to know more or do you need a tailor-made project? Let us know: Michal Novota michal@restartup.sk