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Brandfocus / Services / Strategic consulting / Brand strategy

Brand strategy for SMEs: what you stand for, in one sentence.

We develop your positioning and turn it into messages and a visual identity your team can use. As a project at a fixed price.

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Poster draft with sunglasses in the snow1856 St. Moritz · Concept
Poster draft with a wooden table by a road in the eveningSpectroom · Concept
From our work
In brief

What is a brand strategy?

A brand strategy defines what your company stands for, who it is for and how it differs from competitors. Brandfocus develops this positioning with you and translates it into messages, tone of voice and a visual identity your team can use every day.

NBWritten by Nicolas Bill, Founder · As of October 2026

When it pays off

Nobody can say it in one sentence.

Your offering has grown, but everyone describes what you stand for differently.

A change is coming.

A new generation, a new location, a merger or an anniversary.

Your brand looks inconsistent.

Website, brochures and social media look like they come from three different companies.

What you get

Building your brand is a project at a fixed price. You book it on its own or in addition to your marketing team.

RECON analysis of your brandSix dimensions, with a competitor comparison.
Positioning on one pageTarget groups, promise and differentiation.
Key messages and tone of voiceFor all channels, so everyone talks about your company in the same way.
Corporate designNewly developed, or organised and applied consistently.
Handover of all filesYour team keeps working with the templates.

How we go about it

You decide the direction with management before we work it out in detail.

  1. 01Analysis48 hoursThe RECON analysis shows how your brand is perceived today.
  2. 02Positioningwithin 2 weeksYou receive first proposals and decide the direction.
  3. 03Developmentdepending on scopeMessages, tone of voice and visual identity take shape.
  4. 04Roll-outat the endYour team receives all files and applies the brand to the website, print materials and social media.

How we measure success

A brand works slowly. These three figures show whether it is moving.

Area
KPI
What it shows
Perception
RECON analysis before and after
The same six dimensions, measured twice.
Awareness
Searches for your company name
How often your name is searched on Google.
Presence
Share of channels in the new visual identity
Website, print materials and social media.

An example

All examples →
Hands working on a tabletop in the joineryClient work · Spectroom, Meilen · Concept

Built, not ordered.

The showroom, projects and custom-made work looked like three separate businesses. The real advantage, its own workshop in Meilen, stayed in the background.

Goal: a positioning you can sum up in one sentence.

What the concept includesPositioning: “Die Einrichtungsmanufaktur am See” (The interior workshop by the lake)Central idea “Gebaut, nicht bestellt.” (Built, not ordered.) for all channelsPosters, social media and newsletter in one visual languageSeries “Ein Stück entsteht” (A piece takes shape) from the joinery and sewing studio
How we measure successProject enquiriesQualified showroom visitsNewsletter sign-ups
How we workFixed-price projectBrand building, available as an add-on

Frequently asked questions

Is your question missing? Ask it in the first call.

What is the difference between brand strategy and corporate design?

The strategy defines what you stand for. Corporate design makes it visible. Without a strategy, a new logo is just a matter of taste.

Do we need a new logo?

Often not. It is frequently enough to organise the existing visual identity and apply it consistently.

Who needs to be involved?

Management, because positioning is a leadership decision. Plus people from sales and customer service who talk to your clients every day.

How long does it take?

The analysis is ready in 48 hours, first proposals in two weeks. The detailed work depends on the scope, especially for the visual identity.

What does it cost?

Building your brand is a project at a fixed price. Ongoing work is handled by your Brandfocus marketing team for a fixed monthly fee, aligned with the RECON analysis.

What often goes with it

Corporate communicationsOne voice for clients, employees and the media.PR & media relationsStories that editors pick up.Employer brandingYour brand is how good people find you.

What do you stand for? In 48 hours you will see how your brand comes across today.

The first call takes 30 minutes and is free. We clarify where it pinches and whether a RECON analysis makes sense.

Book a call