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.

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

November 25, 2025/by Toud

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

November 24, 2025/by Toud

Acasa la Origini branding design website La Blouse Roumaine IA23 — Home, at the Origins – an identity-driven cultural project by the La Blouse Roumaine Community
November 20, 2025/by CoToud

How you prepare for a leap — about IESYS, an engineering company and the transformation it is undergoing, Toud — How you prepare for a leap — about IESYS, an engineering company and the transformation it is undergoing
November 18, 2025/by Toud

Ludan ENGINEERING Branding pentru o companie de inginerie – o transformare menita sa puna in valoare echipa Toud — Ludan ENGINEERING – Branding for an engineering company: a transformation designed to highlight the team
November 14, 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

A branding, communication and design project for a school in a village
April 15, 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

Hidroelectrica - annual event presentation film - Toud — Hidroelectrica – Trofeul Energeticianului presentation film
August 25, 2023/by Toud

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

February 23, 2023/by CoToud

How brand strategy is built

Toud – we help you tell your story!

Brand strategy is not a long-term plan. We hear that often. Strategy is a set of decisions, made in a given context, designed to help you win. Brand strategy is meant to influence the building 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.

MaRaMi - Milan Fashion Week SS20 collection

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.

xHumanity - visual identity and website for a digital platform

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.

ArtEnergy rebranding for an energy distributor

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.

Politehnica Campus The Light Politehnica The Light Office Building Offices Bucharest Offices Branding design Toud

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

Download the brand strategy guide