Brand Platform:
the strategy the rest is built on
In one line
the strategy the rest of your brand work is built on, 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 £22,000. 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
15 to 18 hours in total across the nine months.
Directed by
Luis Defaz, Brandian's founder, on every decision. The research, the analysis and the strategy 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 Platform Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your brand strategy was written when your technology company was smaller, and your business has changed since, while your brand hasn't.
Every competitor in your category claims the same things, and so do you.
A Platform Inspection has put the faults in writing, and the next step is to set them right.
Each is a question about your brand identity, the face your brand shows the market: your name and tagline, logo, visual system, and the guidelines that keep them the same everywhere. A competitor on investors' money keeps that face current and appealing to the market, because the investment behind them depends on it. Yours was designed in one piece once, and your business has changed shape since. What guidelines exist are a few thin pages, too little to keep the face the same as surfaces multiply.
Your buyers meet the face before the product, and it carries weight when they decide who makes the shortlist. Brand Identity builds it from your brand platform.
What you receive
Five parts, each built from research and data, delivered as one report with a summary version for the people who work with your brand.
1
Your competitive set. Every competitor's claim, quoted and mapped on the axes your market compares on. It shows who claims what, and the crowding.
2
Your buyer. Who you sell to, from five to eight interviews with customers, lost deals and prospects. It settles who your brand is for, on evidence.
3
Your positioning. The ground your brand will hold in buyers' minds, chosen from the open ground on the map. It gives buyers one place to file you.
4
Your unique selling proposition. What makes your brand different, stated plainly, with the proof beside it. It gives you the one thing to say.
5
Your personality. The character your brand carries: attributes, the archetype behind them and the reasoning. It fixes what identity and voice express.
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 buyer interviews begin, and your strategy as it stands is examined.
Months 2 to 4
The interviews finish and the competition analysis comes first. Where it shows your category saturated, Brandian may recommend Category Creation as an addition, and the choice is yours. Your positioning, your unique selling proposition and your personality follow, each approved before the next, and the summary closes the build.
Months 5 to 9
Your platform is in use, and a one-page Drift Report each month says whether your buyer's response to it 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 the competition analysis finds your category saturated, Category Creation is recommended, quoted in the proposal before you sign and payable only if you take it.
A test you can run this week
Ask your last three new customers, separately, what they were trying to fix when they came to your technology company, and compare their answers with the main promise on your website. If the answers match each other and your promise, your strategy and your buyers agree, at least for those three. If they match each other and your promise says something else, you're selling one thing and they're buying another. If they differ, your brand is selling to nobody in particular. Brand Platform interviews the buyers who decide, finds where they and your brand part ways, and rebuilds your strategy on what they say.
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 research more complex is priced in the proposal, stated before you sign, and it doesn't move after that.
Should I buy the Platform Inspection first?
Yes, if you'd like to test the work before buying the full service. The Platform Inspection's findings are yours whatever you decide. Go on to Brand Platform inside six months and the Inspection's full price comes off the first instalment, because its work is Brand Platform's opening step. If the findings show your strategy holding, that certainty cost the Inspection's price and there's nothing else to buy.
What is Category Creation?
Where every brand in your category is claiming the same things, positioning your brand inside it puts you on ground someone else holds. Category Creation defines and names a category of your own, so your buyers stop weighing you against the things everybody claims. Brandian recommends it only where the competition map shows the need; you decide whether to add it or take the strongest position your category has open.
Do I need Brand Platform before Brand Identity or Brand Tone of Voice?
Each expresses a brand platform and carries the Performance Guarantee, so each needs your platform sound first: built by Brand Platform, or found sound by a Platform Inspection. Where it isn't, Brandian proposes a solution instead: Renown builds the platform and the identity together; Coherence builds the platform, the identity and the voice.
Who does the work?
Luis Defaz, from the buyer interviews to the strategy 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.
Services