Brand strategy
Together, we build a long-term plan through which we will positively influence the public’s perception of your organization. We will seek through everything we do to tell a story that inspires.
Before talking about branding
It is important to know that we have been doing brand strategy for over 13 years and that every project is an immense opportunity for us to create impact, both for our client and for their customers. Below, you can read about the experience our clients have had with us. And a little further down, about the projects we have realized together.
This service, brand strategy, applies to new brands as well as companies wishing to initiate a transformation. For existing brands, we also offer a brand audit service, which includes an analysis of the current brand, including points of tension and areas that can be improved.
What is a brand and why do we need it?
Brand – exists exclusively in the mind of the public and refers to what a person in the public (stakeholders) thinks about a particular organization, product or service. You can’t directly create a brand, you can only influence how it is born.
A brand means money – a measurable power to drive sales.
Brand equity – refers to the positive influence a brand has on sales. It is also defined as the price difference paid for a well-known product compared to a lesser-known one.
A strong brand means lower promotion costs, an immense force of attraction, conversion and retention. A strong brand means a short path to an audience eager to consume.
Brand equity
A number of organizations and companies make an annual top of international brands. The Interbrand top is one of the most well-known. This top also illustrates the market value of the brands, measured in dollars. In 2018, Apple passed the value (we are only talking about the value of the brand) of 200 billion dollars. The top can be seen here – https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/ .
Toud brand strategy projects
We have over 13 years of experience in the area of brand strategy and design, we have collaborated with international and local organizations
Felicitta — visual identity, strategy, and website for a place designed with people in mind
IdeaChef — Visual identity for a brand that sparks inspiration in premium gastronomy
Home, at the Origins – an identity-driven cultural project by the La Blouse Roumaine Community
How to Prepare for a Leap — About IESYS — Rebranding of an Engineering Company
Ludan ENGINEERING – Branding and Website for an Engineering Company
Stridefull – a Romanian company on the level of the Olympic Games – a global brand
Gastroglam — the project that supports the dreams of those who create experiences at the table
Brand strategy – KADRA – amplifying freedom of movement
ISPCF’s Transformation: A New Identity After 75 Years of Projects—Brand Strategy, Visual Identity, Website
A design, branding and communication project for a school in a village
Fotosel – How We Developed Our Brand Strategy
Poiana Mucenicului – Visual Identity for a Boutique Hotel
Hidroelectrica – “Energy Professional Trophy” Promotional Video
10 for leaders – transformation evolution network for leaders – branding and design
CARBONOFF – brand identity, logo design, web design – carbon credits project
Ecofort – brand strategy and visual identity
Electromontaj – branding, visual identity, website redesign
ArtEnergy – rebranding for an energy distributor
HoReCa Impreuna
h4l – the neighborhood that brings joy into life
The public
In this stage, we define the main and secondary target audience. We also identify elements of the public that have an impact on the brand (without consuming it). It is important, to be able to build the positioning and to be able to identify the elements that define the brand.
Competition
At this stage we analyze the main competitors. Based on SWOT analysis, we identify the main elements that we have to consider.
Points of difference
In this stage, we define the capable elements that make this brand recognizable compared to the rest of the competing brands. Here we establish what makes the brand different. It is important to be different.
Point of parity
Based on the analysis of the target and the competition, we ensure that we identify certain key points that the brand must touch in order to be relevant to the public. In this stage, we define them and connect them with the brand.
*both points above will be discussed, indicating the reference system (frame of reference)
The name
The brand name – does not need a description or additional explanations. We only mention that today many brand names are already used by other brands, being registered with competent national or international institutions.
Brand elements
They have an important role in defining the brand. They basically build the skeleton on which the brand will be born. Furthermore, they simplify or nuance what the brand is, to make it easier for the public to understand. They are: brand essence, brand promise, brand vision, brand mission, brand values, brand personality.
Auxiliary elements
In this stage, we define the brand’s relationship with the environment and CSR activities, and we also build a series of key messages that will be used in communication.
Positioning
All the above elements will actively contribute to the creation of brand positioning. Positioning involves defining a certain area in the market (unoccupied, with less competition, or simply, an area where the brand has greater power) that the brand will occupy.
Positioning is a key element, because it establishes the most favorable context for the brand, preparing it, at the same time, to perform here.
A story
All the above elements will harmonize in a story, which will be built through the communication strategy and visual identity elements. The elements form the skeleton of this story. This stage is carried out in the following phases and is not included in the strategy.
The most important aspect of the activities related to the branding process is the realization of a credible story, different, and able to inspire. This story will connect the brand to the people who interact with it. This story is the result of the correlation of all the points mentioned above.
Without a story, the fight with other brands or other companies will be very difficult in the medium and long term.
Why Toud
- we have a lot of experience in the field of branding
- we have already carried out this process for a number of brands, some known globally
- we have a process, a method that we have tested and improved over the last few years
- we are a branding and design agency and we make it a priority to deepen our knowledge of these areas
Frequently Asked Questions
Strategy. Design. Impact.
Toud has been around since 2007. We help companies define their direction and grow through brand strategy, design, and inbound marketing. Today, we combine AI with creativity and human expertise to accelerate growth in a sustainable way. We’re not just a branding agency—we’re a strategic growth partner.
Does a brand strategy make sense if we’re just getting started (as a startup)?
It is essential—not only will it serve as the foundation on which you’ll build all your communication and marketing efforts, but also as the basis for convincing others when you’re seeking funding, recruiting, or forming partnerships. It’s very important not to allocate too many resources before the MVP. But once you get past that stage, it becomes essential—it can make the difference between success and disaster.
What documents or deliverables will we receive at the end of the strategy process?
The brand strategy is developed through a process that we will carry out together with the working group composed of key people from the company. Company employees will also participate in the process (through interviews, open discussions, and surveys). The working group meetings will have clearly defined objectives, and at the end of each meeting, information and decisions will be finalized. All this information will be collected by Toud and compiled into a document that will clearly explain what the company is and why it exists, as well as outline a plan to change perceptions of the company, both internally and externally.
How many steps are there in the process, and how long does each one take?
It depends on the size of the company and the complexity of the process. The simplest approach involves at least 5 working meetings with the task force, at least 5 interviews, at least one questionnaire (for communication and engagement purposes, not for research or hypothesis validation), and takes at least 4 weeks. The information above is based on Toud’s experience.
Who should be involved on our side—just management, or employees as well?
Management will be involved in the working group, and we’ll need to make some decisions. Employees will also be involved; we’ll gather information from them, and, in addition, we want them to believe in the process, embrace the idea of change, understand what is happening, and, above all, be aware that the process is also intended to improve their daily experience at the company.
Does the strategy also include choosing a name, if we don’t have a defined brand yet?
Most of the time, the name already exists and has a story behind it. There have been cases where the MVP was ready, but the name wasn’t finalized yet. We’ve had situations where we built the MVP and then had to go through the process of choosing a name. Brand strategy doesn’t ignore the name; it uses it or helps identify it when one doesn’t exist.
Once the strategy is finalized, will you also be responsible for developing the visual identity?
A brand strategy is a set of decisions made regarding how the company is perceived. Next comes the creation of a plan to put these decisions into practice and achieve the objective. Visual identity is part of that plan; it’s the stage where the visual elements are modified or created from scratch to change or influence the perception of the company as we build it. Yes, at Toud we also build the visual identity based on a brief (a set of guidelines) that we establish once we have the brand strategy in place. Nothing is left to chance; everything is coordinated to influence the formation of perceptions.
How much does a brand strategy cost, roughly?
The price is influenced by the complexity of the project and the scope of responsibility: the size of the company, number of employees, history and legacy, whether it is a national or international company, number of subsidiaries, etc. Prices start at approximately 5,000 euros and can reach tens or hundreds of thousands of euros. We would like to emphasize here that the cost of the service is not the most important factor; in most cases, the opportunity cost is much higher.
Do you have a marketing, branding, or design challenge? Let’s talk!
Strategy. Design. Impact.
Toud – Branding and Design Agency
We help you tell your story!
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News
Conversational Marketing Solutions—or How to Turn Conversations into ResultsAugust 21, 2026 - 11:49 am- About branding and continuing education, interview for EXEC-EDUAugust 20, 2026 - 1:24 pm
Impact
- Branding and Design for Cultural Projects: Giving visual form to emotion and artFebruary 20, 2026 - 4:05 pm
- Branding and Web Design for NGOs: How we transform mission into impact and real supportFebruary 20, 2026 - 3:52 pm
- Impactful Startups: From brand strategy to visual identity, UX/UI, and growth mechanismsFebruary 20, 2026 - 3:26 pm
- Rebranding for Engineering Companies: From organizational transformation to growth strategyFebruary 20, 2026 - 2:51 pm
- Stridefull – a Romanian company on the level of the Olympic Games – a global brandMarch 27, 2025 - 10:24 am
