Brand Portfolio Strategy:
the way your brands and products are organised
In one line
how your brands and products are organised, decided on evidence, for self-funded technology companies, your buyer's view measured before and after, so you can see what the work changed.
The facts
Price
From £16,500. The exact figure is set in the proposal before you sign and doesn't move after that.
Length
Three months of brand work, and six months measuring how your buyers see your brand, one before the brand work and five after it, so what it changed is on record.
Your time
18 to 21 hours in total across the nine months.
Directed by
Luis Defaz, Brandian's founder, on every decision. The inspection, the architecture and the governance are his own work.
Guarantee
If the KPIs agreed before you sign aren't met at the end of the project, the closing instalment is discounted in full.
Credit
The full price of a Portfolio Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your marketing budget is split across more brands than it can feed, and your products compete with each other for the same customer.
Leads can't tell which product they need from your technology company, and even your own people explain the offer differently.
A Portfolio Inspection has put the faults in writing, and the next step is to set them right.
Each is about your brand portfolio: everything you sell, the brands it's grouped under, and the job each is meant to do. A competitor on investors' money has those jobs decided at every funding round, because investors ask what each product is for. Your portfolio was assembled one product at a time, and additions made that way settle one product, never how the whole is grouped.
The way your brands and products are organised sets how hard a buyer must work to understand what you sell. It sets how far your marketing budget goes, and how much of your reputation rides on one product. Brand Portfolio Strategy settles it deliberately: everything you sell grouped under the fewest brands that cover it, a job for each brand and product, and a written rule for where the next one belongs.
What you receive
Four parts, each built from the Portfolio Inspection's evidence, delivered as one report with a summary version for the people who work with your brand.
1
Your brand architecture. How what you sell is grouped: which offers are brands, which sit under your main brand. It gives a buyer one order to learn.
2
Your brand and product roles. The job each does: carry your reputation, fund the rest, hold ground, open a market. It puts budget where it builds.
3
Your decision framework. A written rule for the next product: where it belongs, whether it earns its own brand. It takes that decision off your desk.
4
Your governance rules. Who decides what, by which rule, when your portfolio next changes, in your guidelines. It keeps it organised as it grows.
How the nine months run
Month 1
The opening Brand Record: you send the customer survey, with the invitation drafted for you, and pass on a few lost-deal contacts. Share of search and what AI assistants say about you are measured. The Portfolio Inspection is carried out: everything you sell goes onto one map.
Months 2 to 4
The architecture comes first, built from the map and the working sessions with you. The roles follow, then the decision framework and the governance rules, each part approved before the next. In month four the report and its summary are presented and your team is briefed.
Months 5 to 9
A one-page Drift Report each month says whether your buyer's response to your new portfolio is changing as intended and what to correct where it isn't. At the end of the project the second Brand Record measures your brand from all four directions again and is set beside the first, to show what the work changed.
Brandian works, presents and refines from your feedback until each part is approved. Progress and every deliverable sit in your client portal.
How the work is kept on course
From month five you receive a one-page Drift Report by the fifth working day of each month: what moved, what didn't, and what must change next. A month with no movement where movement was expected is named in that report as a deviation. The correction is specified for your team to make, with Brandian advising, and the next report shows whether it worked. That is the Monthly Correction Cycle, and it runs inside the price.
The work opens and closes on measuring how your buyer sees your brand: a Brand Record taking at the start and a second taking at the end of the project. At the close, both are read back to you side by side, so you know what the brand work changed in your buyer. Everything done in between is logged with its date.
On the record
Payment and the Guarantee
The price is paid in ten instalments across the nine months.
Before you sign, you and Brandian agree the KPIs the work will be judged on, in writing, chosen from what brand identity can influence. At the end of the project, the closing Brand Record taking shows whether they were met. If they weren't, the closing instalment is discounted in full.
Where your new portfolio calls for new names, Brandian does the naming as an addition, quoted in the proposal before you sign and payable only if you take it.
A test you can run this week
Print this year's marketing plan and mark every brand and product that gets money. Beside each, write the strategic reason it gets that money, in one sentence: it builds your reputation, defends a market, opens one. Where the reasons come, your money is being spent on purpose, with a strategy behind it, at least on paper. Where a brand takes money and no reason comes, the money moves by habit, and nobody can say what it's buying. Brand Portfolio Strategy gives every brand and product its job on evidence, and moves the money to match.
Questions buyers ask
Why does the price say "from"?
Because the size of the job varies. The starting price covers the simplest case; anything that makes the portfolio more complex is priced in the proposal, stated before you sign, and it doesn't move after that.
Should I buy the Portfolio Inspection first?
Yes, if you'd like to test the work before buying the full service. The Portfolio Inspection's findings are yours whatever you decide. Go on to Brand Portfolio Strategy inside six months and the Inspection's full price comes off the first instalment, because its work is Brand Portfolio Strategy's opening step. If the findings show your portfolio holding, that certainty cost the Inspection's price and there's nothing else to buy.
Does this include naming new brands or products?
Not inside this price. Naming is Brand Identity's craft, and where your new portfolio calls for new names, Brandian does the naming as an addition, priced in your proposal before you sign. For the full rebuild in one piece, Range contains Brand Portfolio Strategy and Brand Identity, with Brand Platform.
Will this end in retiring brands we've built?
Only where the evidence justifies it, brand by brand, and the decision stays yours. Most corrections regroup what you sell and move budget; retiring is the last resort, and renaming rarer still.
We have one brand and a handful of products. Is this for us?
It can be, if buyers struggle to see how your products relate or more are coming. A small portfolio is the best time to set the rules, so it grows organised.
Who does the work?
Luis Defaz, from the Portfolio Inspection to the architecture decisions. [Link: Who does the work]
What if we need to stop part-way?
The work is signed as a whole, at one price, so the remaining instalments fall due, less any third-party costs not yet committed. Everything delivered to that point is yours.
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