The document outlines Restartup's brand restart strategy, which has three phases over three months. It involves analyzing the current brand image through workshops and research, defining the desired brand identity and goals, and developing a brand positioning strategy and communication messages. The strategy examines a brand's personality, associations, benefits and relationships with customers. It provides an overview of the process, expected timeline, team size and hours required. The goal is to understand the current brand perception and develop a strategic identity and positioning to achieve desired goals and vision.

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

9. SELECTED REFERENCES

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