Range:
for the technology company that has outgrown its brand
In one line
Brand Platform, Brand Portfolio Strategy and Brand Identity 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 £45,000. 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
36 to 39 hours in total across the nine months.
Directed by
Luis Defaz, Brandian's founder, on every decision. The research, the strategy, the brand architecture and its governance, the naming and tagline, and the guidelines 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, a Portfolio Inspection, an Identity Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your technology company has grown into several products for more than one kind of buyer, and your brand still speaks for the one product it started with.
You're planning products for a new market, and nothing says where they'll sit, what your brand will stand for there, and how they'll work beside the products you sell now.
An Inspection has put the faults in writing, and the next step is to set them right.
Each is about whether everything you sell reads as one system a buyer can understand, whether it shows a face they can connect with, and whether both sit under the same brand strategy. A competitor on investors' money has all three revisited at every funding round, because investors ask who the company is for, what each product is for, and whether the face it shows the market is current. Yours grew organically with your business, each product added when it was ready, and the strategy, the order of what you sell and the face each grew with it on their own, so a buyer meets three things that agree a little less every year and has no way to tell they were meant as one.
What you receive
1
Your brand platform. Competitive set, buyer, positioning, unique selling proposition and personality. It sets what your brand stands for.
2
Your brand portfolio strategy. Architecture, brand and product roles, decision framework and governance rules. It gives a buyer one order to learn.
3
Your brand identity. Name and tagline, logo suite, visual system, guidelines and asset library in one online home. It gives every touchpoint one face.
Why one solution beats separate services
Saving
The brand platform is approved first, the portfolio strategy is built from it and the identity from both, because how your products are organised depends on who your brand is for, and the identity's job is to express both. Built together, the three present your technology company consistently in every sales meeting. Bought apart, a new strategy sits behind a portfolio and a brand face that don't support it 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 £13,000 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, your portfolio and your identity as they stand 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 month three the portfolio strategy is built from it, the architecture first and approved before the identity starts, then the roles, the decision framework and the governance rules. The identity is designed from both across months three and four, name and tagline first, if the evidence recommends a change and you agree, then logo and visual system. 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 Range 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
Take the next product your technology company plans to launch and try to place it: which of your products it will sit beside, what your brand will stand for once it's in, and how it will look next to the rest. If all three answers come from what you already have, your strategy, your portfolio and your face have room for what's coming, at least for this product. If any one has to be invented for it, growth is adding pieces to a system that was never designed to take them. Range builds the strategy, the portfolio and the face together, with a written rule for where the next product goes.
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 Portfolio Strategy and Brand Identity build on it and you don't need Range. Where they don't, Brandian proposes the Range solution, and the Inspection's full price comes off the first instalment, because its work is Range's opening step.
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