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.

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.

This service applies to new brands. For existing brands, the brand audit service is suitable, which includes the analysis of the existing brand and the identification of solutions through which it can be optimized.

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/ .

How brand strategy is built

Toud – we help you tell your story!

Brand strategy is a long-term plan that aims to influence the construction of a brand. The brand strategy must include: the brand identity (a set of elements that define the organization) and the visual brand identity (the logo and visual identity manual, developed based on a creative brief). Upon completing these two stages, a brand book can be created (recommended for large organizations). Finally, Phase 3 involves analyzing audience touchpoints and determining how the identity is communicated to each individual.

In short, the process is as follows: build the identity – control the actions (touchpoints with the audience) – create a cohesive expression – build experiences that shape the brand image (what remains in the hearts and minds of the public).

Toud facilitates the construction of the brand strategy through its own method based on a series of workshops, has several stages, and targets several elements. You can read briefly below and in detail in the articles in the Resources area.

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.

Point 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, and 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 in recent years
we are a branding and design agency and we make it a priority to deepen these areas

Brand strategy – we told stories for

Portfolio

Felicitta — visual identity, strategy, and website for a place designed with people in mind

November 25, 2025/by Toud

IdeaChef — Visual identity for a brand that sparks inspiration in premium gastronomy

November 24, 2025/by Toud

Stridefull – a Romanian company on the level of the Olympic Games – a global brand

March 27, 2025/by Toud

Gastroglam — the project that supports the dreams of those who create experiences at the table

November 21, 2024/by Toud

Brand strategy – KADRA – amplifying freedom of movement

November 21, 2024/by Toud

ISPCF transformation: A new identity after 75 years of projects – brand strategy, visual identity, website

October 23, 2024/by Toud

Fotosel – how we built the brand strategy

October 16, 2023/by Toud

Poiana Mucenicului – boutique hotel visual identity

October 13, 2023/by Toud

10 for leaders – transformation evolution network for leaders – branding and design

February 23, 2023/by CoToud

Brand strategy

Brand strategy

What is a brand and why do we need it?

Brand equity

How brand strategy is built

The public

Competition

Point of difference

Point of parity

The name

Brand elements

Auxiliary elements

Positioning

A story

Why Toud

Brand strategy – we told stories for

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 you prepare for a leap — about IESYS, an engineering company and the transformation it is undergoing

Ludan ENGINEERING – Branding for an engineering company: a transformation designed to highlight the team

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 transformation: A new identity after 75 years of projects – brand strategy, visual identity, website

A branding, communication and design project for a school in a village

Fotosel – how we built the brand strategy

Poiana Mucenicului – boutique hotel visual identity

Hidroelectrica – Trofeul Energeticianului presentation film

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

Pastel Chalet website creation, the story of a Romanian tourism brand

H4L – strategy, visual identity creation and website

Qriser – about how to “make things work”

Maria Felea- branding, visual identity, communication

EXEC-EDU – a new visual identity and website – made by Toud

Sonore music school – music is magic

Romnin minimalist logo – a distributor, 50,000 electric products

The Light | A new office complex in Politechinca area

Casa Otopeni | Home | Branding | Design | Brochure | Toud

FelicitityDtp | Ski branding | Ski design | Ski website | Toud

Spa Architecture – architecture office branding – visual identity

Branding for a lawyers’ office in Bucharest – Stoian and Rotari law office

Törzburg – first steps – brand strategy – visual identity guesthouse

A project of branding and web presence for France

Iulia Gorneanu – a gentle person, a treasure, a different project

Spaces for life – branding

Dorul pescarului – brand strategy, visual identity, web design

Education branding

Music school branding – Melody School

Touristic brand in Romania – Nobillis Carpathian Residence

Cosmetics visual identity – Homeo Cosmetics

Alstero – brand strategy, visual identity, website

Presentation website with online shop – smart plugs

Brătescu Manor – a brand story from Romanian tourism

Brand identity process – DRIMIA

Pure by Locals | Branding | Design | Toud

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