Coherence:
for the technology company that looks and sounds different everywhere
In one line
Brand Platform, Brand Identity and Brand Tone of Voice together in one solution, 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 £42,500. 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
34 to 37 hours in total across the nine months, plus one induction session for the people who write for your brand.
Directed by
Luis Defaz, Brandian's founder, on every decision. The research, the strategy, the naming and tagline, the guidelines, the voice definition and the induction are his own work; brand designers build the identity under his direction.
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, an Identity Inspection, a Tone of Voice Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your brand was built in pieces, each at the time it was needed, and none of the pieces agrees with the rest.
Your brand strategy has never been tested against the market, and what a buyer sees and reads of your technology company no longer agree with each other, so they meet a different company each time.
An Inspection has put the faults in writing, and the next step is to set them right.
Each is about whether your brand looks and sounds like one company everywhere a buyer meets it. A competitor on investors' money had its strategy, its face and its voice made together at launch. Yours grew organically with your business, and nothing held the pieces together, so a buyer meeting them one at a time has no way to tell they're one company.
What you receive
1
Your brand platform. Competitive set, buyer, positioning, unique selling proposition and personality. It gives identity and voice their strategy.
2
Your brand identity. Name and tagline, logo suite, visual system, guidelines and asset library in one online home. It gives every touchpoint one face.
3
Your brand tone of voice. Voice definition, modulation matrix, vocabulary lists and compliance test. It makes all you publish sound like one brand.
Why one solution beats separate services
Saving
The brand platform is approved first, and the identity and the voice are built from it side by side, because both express the strategy. Built together, the three say the same thing on every touchpoint. Bought apart, a new strategy sits behind the old face and the old words until they catch up.
Fit
Bought separately, the three run one after the other across 27 months, each at full price. Together, they're one nine-month project: the Inspections are done inside it, the buyer interviews are done once, the measuring is done once, and the price is £13,500 less than the three bought separately.
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. Your strategy, identity and voice are examined, and the buyer interviews begin.
Months 2 to 4
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, and you approve the brand platform at the end of month two. In months three and four the identity and the voice are built from it side by side. Name and tagline first, if the evidence recommends a change and you agree, then logo and visual system, the voice defined alongside. The guidelines go live in month four, and your team is inducted.
Months 5 to 9
A one-page Drift Report each month says whether your buyer's view 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.
Add AI Brand Visibility to Coherence and you save £7,500 on what it costs on its own, because the measuring it needs is already being done.
A test you can run this week
Write down the personality attributes your brand is meant to have. Then hand that list, your logo and one page of your latest proposal to a potential buyer who has never bought from your technology company, and ask whether the logo and the writing show the personality on the list. If both do, your strategy, your face and your voice are saying the same thing, at least on those two touchpoints. If one does and the other doesn't, or neither does, your brand's face and voice are telling a buyer different things about who you are, and they meet a different company at each touchpoint. Coherence builds the strategy, the face and the voice together, so every touchpoint shows the same brand personality.
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 work 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 solution. The Platform Inspection's findings are yours whatever you decide. Where they show your strategy sound, Brand Identity and Brand Tone of Voice build on it and you don't need Coherence. Where they don't, Brandian proposes the Coherence solution, and the Inspection's full price comes off the first instalment, because its work is Coherence's opening step.
How is Coherence different from Renown?
Renown builds your brand strategy and the face that expresses it. Coherence adds the voice your brand writes in, built beside the identity from the same strategy. Buy Coherence where the writing is part of the problem.
Who does the work?
Luis Defaz, from the buyer interviews to the guidelines, with brand designers under his direction. [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.
Solutions