Archives for June 2023

30th June 2023

Shojin tackles the barriers of mainstream investing
with a brand reboot

Fractional real estate investment platform Shojin tackles the barriers of mainstream investing with a clear differentiating offer and brand reboot.

Founded in 2009, Shojin enables global investors to build their wealth from UK-based real estate investment opportunities. Shojin is different, offering higher returns via its unique co-investment model, and unlike other companies it allows investment opportunities for investors with as little as £5000–opening the world of real estate investment to be more fair, transparent, and accessible.

Shared opportunity investing

While offering a truly different product, Shojin was not achieving standout among the similar competitive products. Therefore, on a mission to be the #1 global marketplace for fractional real estate investing, Shojin asked Design by Structure to:
1.     elevate the Shojin brand (including its narrative and visual expression).
2.     differentiate its offer.
3.    align and reach its target audience
(investors looking for access to investment opportunities with higher returns).

Research revealed that Shojin operates in a market perceived as inaccessible for those with less investable capital, in addition to a negative narrative around the return’s investors receive.

The strategy focuses on the brand’s differentiating offer–Shojin invests alongside retail investors without charging management fees, and retail investors get paid out first–these investments generate superior returns and minimise investment risk. This approach led to the value proposition– ‘Shared opportunities, exceptional outcomes’.

The brand concept realises the strategy through the idea of ‘next level investing’. This is applied to all  areas of differentiation, e.g., next level returns, next level insight, next level investing. The design work brings this to life through elevated typography (with angled cuts within the letter forms), and the visual system is cloud inspired, so everything is always 'above the clouds', suggesting Shojin’s next level approach.

Speaking about the new brand work, Shojin co-founder and CEO Jatin Ondhia said, “Investing in real estate has always been an effective way to achieve portfolio diversity and build wealth, but the truth is that too many barriers exist for many people hoping to invest in this asset class. We offer a truly superior product and experience but are competing in a crowded market with little standardisation of terminology. We had to create standout to align to our target audience and engage new audiences looking for investment opportunities with higher returns. We approached Design by Structure, who are experienced with these types of communications and creative problems, to deliver an elevated and concise brand that creates meaningful standout in the marketplace, and that sets Shojin up for the future and our ambition to be #No1 globally.”

27th June 2023

Making the right choice: what should I name my tech company?

What's in a name? Well, quite a lot actually, it could be make or break for some tech businesses, especially when growing into new territories. You have to consider how the name translates across markets, is it an offensive word, is it easy to say and spell, can we get the domain name etc. in key new territories? There's a lot to consider.

The power of a good name

The history of company names is interesting as they, like everything else, have evolved and have fashions–what's in, what's out. In the past, company names were quite literal or descriptive, based on what people sold, such as the world's oldest tech business, International Business Machines Corporation (IBM, 1896). As time moved on the tech industry changed and grew, literal names went out in favour of single names, such as Sony (1945) and later the more established tech companies turned their names into contractions or acronyms e.g. Apple Computer Company (1976) - Apple and IBM.

The tech industry is ever-changing and, in very recent years, has become volatile. According to Forbes, 90% of startups fail (within one to three years), with only 10% surviving. So, the lesson is, don't let a bad name be a barrier to success.

To rename or to not rename: is renaming a big deal?
Naming or renaming your business should not be taken lightly. Your company name is more than just a label, it's the foundation of your brand identity. It's the first impression you make on potential customers and partners, and it will shape the way they perceive your business. Your name should reflect and make sense in the industry you serve. So, a flippant name that sounds great or PR-able for instance may not work for a serious fintech. Have a look at your competitors to get a feel for what works, but remember your goal is to standout.

A naming service in a branding agency is the process of creating a unique and memorable name for a company, product, or service. It is a crucial aspect of branding that can impact the success of a business. When choosing a name, it is important to ensure that it is available and not too similar to any existing brand.

Choosing the right name for your technology company is crucial as it will be a part of everything you do. A good name will make it easier to build a strong brand and create an emotional connection with your customers.

Investing in a good name for your tech business is a smart move. It will help you stand out in a crowded market and attract the right customers.

Case study: Look for a unique tech company name
A recent brief we undertook, saw the merger of two industry-leading software providers, Compusoft Group and 2020, to create a new global tech powerhouse. The merger enabled the software company to scale and better serve its customers with a global presence of over 2,300 employees and 70,000+ customers across 100+ countries, which all came together under the new name, Cyncly.

Getting the name right was an important task. It had to feel right for the former businesses but also for the future growth of this newly merged business–a unifying banner that everyone in the newly merged company can stand behind. The name is derived from the words ‘synchronisation’ and ‘simplicity,’ bringing together the company’s mission to be the ultimate platform for connecting designers, retailers, manufacturers, contractors, and consumers to make spaces amazing.

The Importance of a good name for your tech business
Naming a tech company can be a daunting task, but it's an important step in creating a successful brand. A good name should reflect the company's mission and values, and also be memorable and easy to pronounce.

One key aspect of naming a tech company is to tell a story. Your name should give your audience an insight into your organisation and what it can do. It's important to find terms with emotional resonance or those which help to highlight essential visions and values for the brand. Naming is part of our service offer and our team can help you brainstorm ideas and find a name that truly represents your company.

Another important consideration is to ensure that your name is unique and memorable. With so many tech companies out there, it's important to stand out from the crowd. Working with a branding agency that has a naming service, there will be a name generation creative process (each agency will have its own format). Following the brainstorm sessions and creating an initial list of potential names, it's important to research them thoroughly to ensure that your top 3 names are not already in use, if they are, scrap them and move on to the next names on your list.

The goal of the name:
  • identify what you’re offering
  • differentiate you from competitors
  • evoke positive emotions and associations 
  • pique curiosity and interest 
  • boost brand recall 
  • inspire and motivate employees

How do I come up with name Ideas for my business?

As mentioned, there is a creative naming process where all factors such as the industry vertical and naming conventions are considered (such as naming after the founder/s), a short-list is drawn up and the one that sticks is the winner. It's good for a client to garner opinion on the potential new name across the team to see how it sits with them. When it comes to potential names for your business there are a series of do's and don'ts. Let's discuss a few.

Do's and don't of naming
When brainstorming for a list of names for a modern tech company, it's important to consider different options such as made-up or founder-based names.  Every branding expert will have their own method for naming and styles they will explore, such as suggestive, descriptive, metaphor-based etc. However, in general, the naming process looks something like this, singular (single word name)- e.g. Meta, coined (made-up name)- e.g. Google, and portmanteau (see below) or compound (joined words) - e.g. Facebook.

The name should be unique, impactful, and easy to remember. However, when naming your tech company, it's important to avoid literal names that describe your specific initial service offering. Instead, try experimenting with industry terms relevant to your business, or make use of a technology company name generator for ideas, but avoid being literal.

Portmanteau Names: Portmanteau names can be a great option for tech companies looking for a simple and memorable moniker. By combining two or more words, you can create a unique name that describes your business in a straightforward way.

When choosing a portmanteau name, consider the following tips:

  • Think about the words that best describe your business, such as industry terms or unique selling points.
  • Experiment with different combinations of words until you find a name that sounds catchy and memorable.
  • Keep the name short and easy to remember, as well as professional and appropriate for your target audience.

Remember to keep the name of your company short, easy to remember, and professional. It should reflect the mission and values of the business, as well as represent what you want it to become in the future. Cool tech business names are great as long as they can go the distance!

At DesignByStructure, we believe that a good tech name needs to evolve with your brand. Consider these five ideas:

Five naming ideas for a tech business

Naming a tech startup or renaming a tech firm can be challenging and everyone wants a great name, but it's a crucial step to establish your brand. Here are five tech name ideas to help you come up with a great name:

  1. Reflect your mission and values: Your name should represent what your business stands for and what you want to achieve in the future. It should also reflect your company's mission and values.
  2. Consider your products or services: Think about the software, products, or services you offer. Your name should be authentic and relevant to what you're selling.
  3. Be unique: With so many tech companies out there, it's important to stand out from the crowd. A unique name will help you do that.
  4. Get feedback: Before settling on a name, be sure to get feedback from your target audience. Their opinion matters as they will ultimately be using your product or service.
  5. Use a name generator: If you're struggling to come up with a name, try using a tech company name generator. It can give you some inspiration and help you find a name that fits your business.

And finally...

We understand the importance of a great name or rename for your tech business. When naming your business, it's important to choose a name that reflects your mission and values, as well as what you want your business to become in the future. Authenticity is key, so consider what type of products or services you're selling and who your customers will be.

Remember to consider these points:

  1. Authenticity: When it comes to tech business names, it’s all about authenticity. Consider exactly what you’re selling and who your customers will be. What sets your tech company apart?
  2. Successful business names: In general, successful business names are simple, memorable, and easy to spell. Avoid using complicated words or phrases that are difficult to pronounce or spell.
  3. To come up with a great name, you can use a tech company name generator or take inspiration from existing technology company names.
  4. Make sure the name is available and not too similar to any existing brands.

At DesignByStructure, we believe that a great business name should be memorable, easy to pronounce, and easy to spell. It should also be unique and distinguishable from competitors.

To ensure your business name stands out, we offer naming services that include research, brainstorming, and testing. We'll work with you to create a name that accurately represents your brand and resonates with your target audience.

Don't let naming your business be a daunting task. Let us help you create a name that will set your business apart and help it grow.  Contact us to learn more about our naming services and how we can help you create a memorable name for your tech business.


Read more from our brand strategy series:






8th June 2023

Brand purpose: what it is and how to define it

At Structure, we believe that branding goes beyond just visual and verbal expression. It's about creating a tangible perception that leaves a lasting impression. As a strategic branding agency, we work with transformative tech companies across varied sectors, creating relevant and memorable brands that tell a compelling story and elevate them within their industries.

Our branding process involves an in-depth analysis of the business, meeting with different team members from across the client's business to build out the insights needed in the decision-making process. This deep dive informs every thing we do, from the strategy and positioning, visual identity, website design, illustration style, tone of voice, to the brand guidelines and of course to defining brand purpose.

There is one industry conversation about brand that continues to build and many people are challenging or even dismissing it and that is, brand purpose.  We believe that a brand purpose should be a worthy and meaningful part of your business proposition, inspiring your team and customers to believe and to take action.


Patagonia is often lauded for its brand purpose.

What is brand purpose?

Building a brand is crucial for any business or organisation. A brand is the identity of your company, it is what sets you apart from your competitors. A strong brand can help you establish a loyal customer base, increase your market share, and ultimately, drive revenue growth.

But, building a brand is not just about creating a logo or a catchy tagline. It is about developing a clear purpose that resonates with your target audience. A purpose-driven brand is one that is focused on making a positive impact on society, and it is one that more and more consumers are increasingly drawn to as a differentiating purchase decision point.

Brand purpose is the reason why your company exists beyond making a profit. It is the core belief that drives your business and the impact it wants to make in the world. You will see examples of purpose across different consumer categories, beauty, automotive, clothing and energy for example.

To define your brand purpose, start by understanding what your company stands for and what difference it can make in the world. Your brand purpose should align with your values, mission, and vision. It should also be authentic, relevant, and unique to your brand.

Remember, your brand purpose is not just a statement or a marketing campaign. It should guide your business decisions, actions, and communication.

By having a clear brand purpose, you can differentiate your brand, build trust and loyalty with your customers, and create a positive impact in society.


Dove is commended for its commitment to highlighting and supporting women's issues.

The benefits of a purpose-driven brand

A purpose-driven brand can have numerous benefits for your business. Here are just a few:

1. Increased customer loyalty: When your brand has a clear purpose that aligns with your customers' values, they are more likely to believe-in and remain loyal to your brand.

2. Differentiation from competitors: A purpose-driven brand sets you apart from your competitors and helps you stand out in a crowded market.

3. Improved employee engagement: When your employees feel that they are working for a company with a clear purpose, they are more likely to be engaged and motivated.

4. Positive impact on society: A purpose-driven brand can have a positive impact on society, which can help improve your brand's reputation and increase customer loyalty.

Knowing the benefits let's discuss now how we might define our brand purpose.

Defining your brand purpose

To create a standout brand, start with a purpose. Your purpose is your reason for doing what you do and what you stand for. It's what your customers can expect of you. Successful companies all have one thing in common: they focus on the 'why' – why we do what we do in our sector and what impact it has on society and the world.

To define your brand purpose, consider your brand's greatest strength and how it can make a difference in the world. As EQ International suggests, answering these key questions can help you define your brand purpose.

Having a clear brand purpose can bring numerous benefits. As The Branding Journal explains, brands that have a purpose stand up for a belief that adds value to their consumers, society, and/or the environment. They create a strong corporate culture with a clear vision for the brand's long-term mission.

The steps to building a purpose-driven brand

Building a purpose-driven brand requires a clear understanding of your company's values and the impact you want to have on society.

Here are some steps you can take to build a purpose-driven brand:

1. Define your purpose: Start by defining your company's purpose - what are you about, what difference are you making in your sector and how does that set you apart? What impact do you want to have on society? What values do you want to uphold?

2. Align your purpose with your customers' values: Make sure your purpose aligns with your customers' values. Conduct market research to understand what your customers care about and how your purpose can align with their values.

3. Communicate your purpose: Communicate your purpose through all your brand touchpoints, including your website, social media, and marketing materials. Make sure your purpose is clear and consistent across all your comms, both internal and external.

4. Live your purpose: Finally, and importantly, make sure you are living your purpose. Make sure your actions align with your purpose, that you are making a positive impact on society. Don't just talk about it, live it.

You must build a strong brand from the start

You need to think about your brand from the outset not as something to do down the line. It's the tangible perception you want to leave behind. As a strategic branding agency, we work with brands across varied sectors, creating relevant and memorable brands that impact their market and elevate them within their sectors. Here are some best practices for building a strong brand:

  • Define your brand's purpose and values: Your brand's purpose and values should be at the core of everything you do. They should guide your decision-making and help you create a unique identity that resonates with your target audience.
  • Develop a compelling brand story: Your brand story should be authentic, engaging, and memorable. It should communicate your brand's purpose, values, and unique selling proposition in a way that resonates with your target audience.
  • Create a consistent visual identity: Your visual identity should be consistent across all channels, from your website to your social media profiles. It should reflect your brand's personality and values and be instantly recognisable.
  • Build a strong online presence: In today's digital age, having a strong online presence is essential. Your website and social media profiles should be optimised for search engines and designed to engage your target audience.
  • Monitor and measure your brand's performance: Nurturing your brand is the key to success. Regularly monitoring and measuring your brand's performance will help you identify areas for improvement and ensure that your brand is resonating with your target audience.

And finally...

Building a purpose-driven brand is essential for any business or organisation. A clear purpose can help you stand out in a crowded market, increase customer loyalty, and have a positive impact on society. By following the steps outlined above, you can build a purpose-driven brand that resonates with your customers and drives business growth.

Defining your brand purpose is crucial to creating a standout brand. Start with your 'why', consider your brand's strengths, and think about how you can make a difference in the world.

By following these best practices, you can build a strong brand from scratch that resonates with your target audience and helps you achieve your business goals.

To learn more about how we can help you build a strong brand and for further reading check out our other articles on brand.


Read more from our brand strategy series:

13th June 2023

Understanding the importance of brand Strategy for tech start-ups

This week saw the start of London Tech Week, so, it's a good time to discuss brand strategy 101 for tech start-ups.

Tech start-up brand journey

The Tech Start-Up Brand Journey

Starting a tech venture is exciting, but it can be overwhelming with many plates spinning at the same time. You have to communicate your differentiation, the thing that makes you stand out from competitors as quickly as you can to give your business the edge. A clear brand strategy is essential for long-term success. A well-rounded brand strategy should include research & insight, positioning, strategy & TOV, a design identity system, brand guidelines and the deliverables (e.g. website, sales deck). There are other facets built into a brand such as brand sound and brand culture etc., and they are guided by the brand positioning.

Brand strategy is built on a platform of differentiation. MarTech magazine suggests that a company should use its value proposition to create competitive advantages and satisfy customer needs. The key to long-term success is using brand strategy to define your market position in order to create market share and revenue growth.

Culture and employer value proposition form another facet of a well-rounded brand strategy. A brand agency can help you curate your startup's culture to ensure a clear articulation of its purpose, as well as a unified identity. A well-rounded brand strategy should be your north star, from which you can create a strong foundation for your tech start-up's brand journey and its future.

Why Brand Strategy is Important for Tech Start-ups

A well-crafted brand strategy is crucial for the success of any tech start-up. It helps to create a clear articulation of the company's purpose and a unified identity, that can be expressed for both internal (culture and employer value proposition) and external communications (all brand touchpoints your customers see and engage with).

Developing a strong brand strategy helps businesses identify long-term growth goals. It enables entrepreneurs to move towards their achievement in a clear way, and also to track their progress against key objectives. A comprehensive brand strategy keeps them updated on whether they are moving in the right direction. For a tech start-up, having a clear brand strategy will help you stand out in a crowded market and attract the right audience from the start!

Brand Strategy Vs Marketing Strategy

Most start-ups will have a business plan which is the roadmap which defines your company's objectives and goals, covering the activity plan to achieve its goals and key milestones. The business plan should cover your marketing, financial, and operational needs. Each with its own strategy to fulfil commitments and key activities.

However, a brand strategy and a marketing strategy are two different things that are often confused with each other. They are not the same thing, one informs the other. Branding is the process of creating a unique identity and persona for a company, while marketing is the tactics used to attract, engage and promote products & services to a specific audience, to converting that audience from one-time purchasers to loyal repeat customers.

A marketing strategy produces a set of go-to-market tools to reach and align with consumers' needs. It includes digital marketing, content strategy, advertising, PR, and more, and can change based on customer data, budget, and trends. On the other hand, a brand strategy focuses on how a business positions itself within the market and category. It is a fluid, long-term strategy that requires nurturing and being revisited based on its success and changes in the marketplace.

Brand managers implement brand awareness strategies, assess customer perception, track sales progress, and create sales and marketing strategies to increase purchases and revenue. For many start-ups, a brand manager may not be an option early on, so founders may have to wear this hat among all the others they wear in the early days.

Small teams in the early days of a start-up's journey.

What is included in a brand strategy?

A brand strategy is a plan that outlines how a business will present its brand to consumers and position itself in the marketplace. It is an essential component of any successful marketing strategy and should include the following key elements:

  • Brand Positioning: A unique value proposition that differentiates your brand from competitors and resonates with your target audience.
  • Brand Purpose: A clear and concise statement that defines why your brand exists and what it stands for.
  • Brand Voice: A consistent tone and style of communication that reflects your brand's personality and values.
  • Target Audience: A detailed profile of your ideal customer, including their demographics, behaviours, and pain points.
  • Brand Identity: A visual representation of your brand, including your logo, colour palette, typography, and imagery.
  • Brand Guidelines: A set of rules and standards that govern how your brand is presented across all channels and touchpoints.

By developing a comprehensive brand strategy that includes these elements, you can establish your business, attract your target market, and effectively articulate how your business differs from competitors.  As you go through the brand journey and creative process, your brand story will come to life.

Crafting Your Brand Story

Your brand story is the narrative that defines your company's values, goals, and mission. It's the tale of how and why your brand operates in the way that it does. Every interaction your customers have with your brand, whether in-store or online, is set by this story.

A compelling brand story is essential to building a successful brand. It's the foundation upon which all other brand strategies are built.

Crafting a brand story involves defining your company's origin story, fundamental values, and mission. It should captivate your customers by relating to their experiences or aspirations. A well-crafted brand story can make your brand marketing more effective by evoking an emotional response from your audience. It is something your customers can identify with and believe in.

Branding Design: Creating an Identity for Your Business

Brand design involves creating, redesigning or refreshing a distinct identity for your business, one that distinguishes it from competitors and makes it recognisable to consumers. This includes key design elements such as the logo, colour scheme, typography, and other creative components.

A successful branding design strategy should align with your brand's mission and promises to customers. It should also be consistent across all platforms and communication channels.

Branding design is a crucial aspect of a business's brand strategy. It involves creating a visual identity that represents the company's personality, values, and philosophy. This includes the company's name, logo, fonts, and colours, which should be consistent across all marketing materials. A comprehensive brand strategy also includes building rapport and favorability within the market, becoming memorable in the eyes of the consumer, and creating a chosen image of the company in the minds of its customers.

Successful branding design can help build brand equity, which is a particular feeling or opinion about a company that drives buying decisions. Equity is achieved by creating positive experiences for customers that encourages them to stay loyal to your business. Emotional engagement is difficult but once you have it, it's hard to break.

Brand strategy - organising all the elements

How to Emotionally Engage Your Audience with Your Brand

To create a strong emotional connection with your audience, your brand needs to be more than just a logo or a tagline. It should be a reflection of your company's values, personality, and mission. Here are some key points to keep in mind when crafting a brand that emotionally engages your audience:

  • Define your brand's personality: Your brand's personality should be consistent across all channels, from your website to your social media profiles. It should reflect your company's values and mission, and resonate with your target audience.
  • Tell a story: A great brand tells a story that resonates with its audience. Your story should be authentic, compelling, and relevant to your target audience.
  • Create a visual identity: Your brand's visual identity should be consistent and memorable. It should include your logo, colour palette, typography, and other visual elements that reflect your brand's personality.
  • Engage with your audience: Engage with your audience on social media, respond to comments and messages, and create content that resonates with them. This will help you build a loyal following and create a strong emotional connection with your audience.
  • Stay true to your values: Your brand's values should be at the core of everything you do. Stay true to your values, and your audience will respect and trust your brand.

And finally...

In conclusion, a well-crafted brand strategy is essential for the success of any tech start-up. It helps to create a clear articulation of the company's purpose, a unified identity, and attract the right audience.

At Design By Structure, we understand the importance of both brand strategy and marketing strategy in creating a successful business. Our team works closely with clients to develop a unique brand identity and create effective marketing tactics to reach their target audience.

We can help you create a brand strategy that sets you apart and drives your business forward. Whether you're starting a new business or looking to refresh your brand's image, our branding design services can help you stand out in a crowded market. Contact us to learn more about how we can help you create a brand that resonates with your ideal customer base.


Read more from our brand strategy series:

8th June 2023

Brand Strategy – What it is and Why every Tech Company Needs One

What is brand strategy?

Brand strategy is a long-term plan typically developed by a company to establish and manage its brand in order to achieve specific business goals.

It involves defining and aligning various elements of a brand, such as its purpose, positioning, messaging, visual identity, and customer experience. The ultimate aim of brand strategy is to create a unique and compelling brand image that resonates with the target audience and differentiates the brand from competitors.

And it doesn't stop there. A well-defined brand strategy also helps guide other activities within a company. From inspiring prospective employees,  to codifying how a company behaves and how it injects personality into a technology product or service, brand strategy when executed well should inform all touch points within a business.

Mailchimp's sweaty finger

Mailchimp's early brand was the antidote to big, bland and bloated corporate email tools. It was about helping small businesses grow and its quirky character personality reinforced this at every touch point.

Great brand strategy serves as a roadmap for decision-making and provides guidelines on how to consistently convey the brand's essence, values, and promises across different channels and touchpoints.

Why do technology companies need a brand strategy?


Technology companies need a brand strategy for several important reasons:

Differentiation: The technology industry is highly competitive, with numerous companies offering similar products or services. A strong brand strategy helps a technology company differentiate itself from competitors by defining its unique value proposition and positioning in the market. It enables the company to stand out and attract customers in a crowded marketplace.
Our brand positioning work for Tenzo enabled the company to define a completely new category that makes its solution a must-have as opposed to a nice-to-have.

Building trust and credibility: Technology products and services often involve complex and technical concepts. A well-crafted brand strategy helps simplify and communicate these concepts in a way that resonates with the target audience. It builds trust and credibility by establishing the company as an expert and reliable provider in its field.


Our successful branding working for Qover enabled them to completely change the way their industry perceived them and create many new business opportunities.

Apple's Think different

Creating emotional connections: Technology is not just about functionality; it also has an emotional component. A brand strategy helps technology companies connect with customers on an emotional level by defining their brand personality, values, and purpose. This emotional connection fosters brand loyalty and creates long-term relationships with customers.
Apple's brand story became synonymous with the misfits, the rebels, the troublemakers. The people who see the world differently.

Attracting and retaining talent: In what could be called a war for the best talent, attracting and retaining top talent in the technology industry is crucial. A strong brand strategy helps position the company as an employer of choice by communicating its culture, values, and opportunities for professional growth. It enhances the company's reputation and makes it more appealing to prospective employees.


Our branding strategy for Mews centred around enabling hoteliers to make the guest experience remarkable, and has helped it grow its employees and customers to become one of Europe's fastest-growing companies

Long-term sustainability: A well-defined brand strategy provides a long-term vision and roadmap for the technology company. It helps the company stay focused on its core values, purpose, and target audience, even as the industry and market conditions evolve. A strong brand strategy contributes to the company's long-term sustainability and adaptability.


Our branding strategy for Eurowag helped it redefine its purpose to crystalise exactly how it could impact its industry for good – by making it clean, fair and efficient.

Financial value and competitive advantage: A strong brand strategy can have a direct impact on a technology company's financial value. A well-known and reputable brand commands higher customer loyalty, market share, and pricing power. It creates a competitive advantage that can drive revenue growth and increase the company's overall value.

Telecity Group

Our successful branding strategy for TelecityGroup helped it becomes one of Europe's largest technology companies before its $3.2bn acquisition by Equinix Inc.

In summary, a successful brand strategy is essential for technology companies to differentiate themselves, build trust, create emotional connections, attract talent, drive adoption, and achieve long-term sustainability and financial success in a highly competitive industry.

How does business strategy relate to brand strategy?

Business strategy is a high-level plan that defines an organisation's goals and should make this actionable in terms of how a company will achieve them. It involves making strategic decisions and setting a direction for the entire business.

A technology company's branding strategy is a subset of business strategy and should support the company's overarching goals and objectives.  Both strategies are important and interconnected, with brand strategy serving as a critical component within the broader business strategy.

Many branding agencies tend to include purpose, mission and vision within a brand development strategy but we would argue this is a more fundamental exercise which should live within an overall business strategy and drive the organisation's goals and their associated KPIs.

Why does it matter? It matters because purpose matters. For an organisation's purpose to have meaning and value, it should drive everything that a business does. If purpose, mission and vision are not rooted in a business's overall strategy it is unlikely to be truly meaningful.

What makes an effective brand strategy?

An effective branding strategy includes several key elements that must work together to create a strong and successful brand. Here are some important factors that contribute to an effective branding strategy:

Clear brand identity: An effective branding strategy starts with a clear and well-defined brand identity. This includes a distinct brand purpose, values, personality, and positioning that sets the brand apart from competitors. A clear brand identity helps establish a unique and recognisable brand image that resonates with the target audience.

Deep understanding of the target audience: A successful branding strategy requires a deep understanding of the target audience. This involves conducting thorough market research, analysing customer demographics, behaviours, needs, and preferences. By understanding the target audience, a brand can tailor its positioning, messaging and brand experience to effectively connect with and meet the needs of its customers.

Consistency: Consistency is a crucial element of an effective branding strategy. All touchpoints and channels should be aligned with the brand's identity to make the  experience memorable and build trust and recognition among customers.

Differentiation: An effective branding strategy focuses on identifying and communicating points of differentiation that set the brand apart from competitors. It highlights the unique value proposition, competitive advantages, and benefits that the brand offers.

Emotional resonance:  By understanding and tapping into the emotions, aspirations, and values of the target audience, a brand can create a deeper and more meaningful relationship with its customers. Emotional branding helps foster brand loyalty and advocacy.

Authenticity: Authenticity is crucial for building trust and credibility. A brand must be lived by an organisation for it to be authentic. From the feeling a product experience provides to how employees conduct themselves when interacting with customers, how a brand behaves is an important ingredient in how effective it will be.

Alignment with business strategy: An effective branding strategy is closely aligned with the overall business strategy and goals of the organisation. It supports and reinforces the broader objectives of the business, helping to drive growth, market share, and profitability. Branding strategy should be integrated into all aspects of the organisation's operations and decision-making processes.

Overall, an effective branding strategy creates a distinct and compelling brand identity, connects emotionally with the target audience, communicates points of differentiation, and aligns with the overall business strategy. It builds brand equity, loyalty, and market presence, contributing to the long-term success of the brand.

Explore how Structure's brand positioning and brand development work has helped accelerate our clients' growth.

How do you build a brand strategy?

The 9 steps to branding success.

Building a brand strategy involves a structured process that combines research, analysis, and strategic decision-making. Here are the key steps to build a brand strategy:

1/ Define brand purpose and values: Start by clarifying the purpose and values of your brand. Determine why your brand exists beyond making a profit and identify the core principles and beliefs that guide your brand's actions.

2/ Conduct market research: Perform market research to gain insights into your target audience, competitors, and industry trends. Understand the needs, preferences, behaviours, and pain points of your target customers. Analyse your competitors' brand positioning and messaging to identify opportunities for differentiation.

3/ Identify target audience: Define your target audience by creating customer personas based on the research findings. Segment your audience based on demographics, psychographics, behaviors, and other relevant factors. This will help you tailor your brand strategy and messaging to resonate with your ideal customers.

4/ Positioning and differentiation: Determine how you want your brand to be perceived in the market. Identify your unique value proposition and competitive advantages that set your brand apart from competitors. Develop a positioning statement that clearly communicates your brand's unique selling points and the benefits you offer to your target audience.

5/ Brand personality and voice: Define the personality traits and tone of voice that reflect your brand's character and values. This will guide the way you communicate with your audience and help create a consistent brand image.

6/ Create a visual Identity (or brand identity): Develop a visual identity that includes elements such as a logo, colour palette, typography, and imagery. Ensure that your visual identity aligns with your brand's personality and resonates with your target audience. Consistency in visual branding is crucial for creating brand recognition and recall.

7/ Messaging and communication: Craft key messages that convey your brand's value proposition, benefits, and unique attributes. Develop a brand story that emotionally engages your target audience and communicates your brand's purpose and values. Create guidelines for consistent brand messaging across various communication channels.

8/ Brand experience: Define the desired brand experience at every touchpoint. This includes product design, packaging, retail environments, online platforms, customer service, and interactions with your brand. Ensure that the brand experience aligns with your brand strategy and reinforces your desired brand perception.

9/ Implementation and monitoring: Roll out your brand strategy across all relevant channels and touchpoints. Monitor and evaluate the effectiveness of your brand strategy over time. Gather feedback from customers and track key performance indicators to assess the impact of your brand strategy on brand awareness, perception, and customer loyalty.

Remember that building a brand strategy is an ongoing process. Continuously monitor market trends, customer needs, and competitive landscape to adapt and refine your brand strategy as needed to stay relevant and connected with your audience.

Where should your brand strategy live?

Your brand strategy should be formalised alongside the creative attributes of the brand within your company's brand guidelines. This is important as it gives the brand meaning.

Typical brand guidelines contains:

Brand overview: Provides an introduction to the brand–history, mission, vision, and core values. This section sets the context for the brand and helps readers understand its essence.

Brand Identity: Defines the visual elements that represent the brand, including:

a. Logo Usage: Specify clear guidelines for logo usage, including size, placement, colour variations, minimum clear space, and what not to do with the logo (e.g., stretching, distorting, altering).

b. Colour Palette: Present the brand's primary and secondary colour palette, specifying colour codes (RGB, CMYK, and HEX values) and providing guidelines on how and when to use each colour.

c. Typography: Specify the fonts and font styles to be used consistently across brand materials. Include guidelines for headings, subheadings, body text, and any additional typography considerations.

d. Imagery and Photography: Define the style and tone of imagery and photography that should be used to represent the brand. Specify guidelines for image selection, composition, mood, and any specific treatments or filters to be applied.

Brand voice and tone: Defines the personality and characteristics of the brand's voice, including the appropriate tone, language style, and messaging guidelines. Provide examples of how the brand should communicate in different contexts (e.g., formal, casual, informative).

Messaging and copywriting: Offers guidelines for creating brand messaging and copywriting. Specifies the brand's key messages, taglines, and preferred writing style. And, provides guidance on tone, grammar, punctuation, and usage of brand-specific terminology.

Application examples: Showcase real-life examples of the brand applied consistently across various touchpoints, such as stationery, packaging, digital platforms, advertisements, and other marketing materials. This helps illustrate how the brand guidelines should be implemented.

Brand usage: Outline the dos and don'ts of brand usage, including rules for brand placement, clear space, and any restrictions on altering the logo or visual elements. Specify how the brand should be presented in different contexts, such as print, digital media, and social media.

Actual brand applications: Depending on a branding project's scope a guidelines document may also include templates for specific applications such as stationery, business cards, letterheads, email signatures, social media profiles, website design, and any other relevant brand touchpoints.

In summary

To sum up, a strong brand strategy is crucial for technology companies. It helps differentiate them, build trust, create emotional connections, attract talent, ensure sustainability, and drive financial value. Key elements of an effective brand strategy include clear brand identity, understanding the target audience, consistency, differentiation, emotional resonance, authenticity, and alignment with business objectives.

The process involves defining purpose and values, conducting research, positioning and differentiation, developing brand personality and visual identity, crafting messaging, designing the brand experience, and monitoring results.

The brand strategy should be documented in brand guidelines to ensure consistency. Continuous monitoring and adaptation are necessary to stay relevant. Ultimately, a successful brand strategy contributes to the long-term growth and success of technology companies.


Read more from our brand strategy series:

8th June 2023

Working with a Brand Design Agency can add Value to your Business

Add value to your business with a strategic brand partner

At Structure, we believe that branding goes beyond just visual and verbal expression. It's about creating a tangible perception that leaves a lasting impression. As a strategic branding agency, we work with transformative tech companies across varied sectors, creating relevant and memorable brands that tell a compelling story and elevate them within their industries.

Our branding process involves an in-depth analysis of the business, including insights from customer service teams and customers themselves. This deep dive informs every thing we do, from the strategy & positioning, visual identity, website design, illustration style, tone of voice, to the brand guidelines. Building and maintaining a brand can be a complex process, but with this sort of understanding of how a brand works, it is possible to make the complex simple to ensure your brand is working hard for you and your bottom line.

How Branding Can Boost Your Bottom Line

The word brand and the concept of branding is a well-worn conversation. The arrival of social media and influencers has diluted the meaning of 'brand' and 'branding' somewhat - what it is, what it means, how it works and how to nurture it - because it is over and incorrectly used. There is more to it than being a one-channel hit. Branding is a strategic process that takes time and research and nurturing.

"Your brand is more than just a logo
or a tagline".

It's the perception that your customers have of your business. It's the top-of-mind thought a person has when they see or hear about your company/service. A strong brand can help you stand out in a crowded market, build trust with your audience, and ultimately, boost your bottom line.

It starts with choosing the right brand partner to work with on your creative journey.

Choosing a Brand Partner

There are many different types of creative agencies, which offer different strategic and creative services. When approaching branding agencies, it is important to gain a good understanding of their level of experience in your sector, their capabilities and the extent to which their service offerings can meet your business brand design needs.

Start by identifying your business needs and goals. A design agency or more specifically a branding agency can help you on your journey to set your business apart by providing a valuable consultation. Structure suggests that brand strategy is just a business strategy in disguise, moreover it's a subset of business strategy and should support the company's overarching goals and objectives.

Therefore, a brand expert will have a good understanding of all the ways your brand threads through your business, reaches audiences and influences decision-making.

Partnering with a branding agency can provide you with proven and unique expertise. A branding agency is made up of specialists in a variety of fields, and their experience becomes your own, i.e. part of your NB/marketing team.

When choosing a branding agency, it is essential to consider their experience, expertise (you can look at agency ranking info), and proven track record. Look for an agency that can provide you with a tailored approach that aligns to your business goals and values. An agency team who not only provide brilliant design services, but a team that you like on a personal level, you may be working with then for some time!

"A branding agency can help you with your brand communication, digital design needs, and to create a brand that resonates with your target audience and sets you apart from the competition in a noisy market."

The aim is to become an extension of your marketing communications team. Your partner will bring a breadth of experience and cross-industry expertise, to help position your brand within a relevant marketing space and surmount any challenges that come your way. So, let's discuss the brand design process.

How do you start to create a strong brand?

So, you have your agency partner, what next? It starts with understanding your audience and what they want from your business. A branding agency can help no matter what stage your business is at, from start-up to established, it will help you identify your position in the market, your unique value proposition, and help to develop a brand strategy that resonates with your target audience. Bear in mind you may not need the full service offer and that's ok, a good brand agency will work within your business' strategic needs.

Every branding agency has its own process, but many will have a breakdown similar to this (often called the 4 Ds) which covers:

1.Discover (research & Insight)

2.Define (positioning & strategy & TOV)

3.Design (identity system, brand guidelines)

4.Deliver (creative outputs–website, sales deck etc.)

It all starts with research to help you build out a strategic plan. Research covers due diligence on your market, your competitive set, pricing (what will the market tolerate), scale and growth possibilities, your audience demographics etc.

Once you have a clear positioning & brand strategy in place, it's time to bring it to life via design. A branding agency can help you with this process, to create a brand that reflects your brand values and communicate your message effectively. From your logo to your website design, every element of your brand should work together to create a cohesive and memorable experience for your customers.

Creating branding consistency across customer touchpoints

But branding isn't just about aesthetics. It's about creating a consistent and an authentic brand experience across all touchpoints. This includes everything from your social media presence to your customer service interactions. By delivering a consistent brand experience, you can build trust with your audience and create loyal customers who will keep coming back.

In an era of fierce competition, building a brand that resonates with customers is crucial for business success. To achieve this goal, businesses need the support of a branding agency that can help them create unique brand identities and distinguish themselves in a crowded marketplace.

Businesses need to ensure that their branding strategies are up-to-date with the current market trends. A branding agency can assist businesses in achieving their branding goals by providing insights and expertise on how to develop an effective brand strategy.

Moreover, branding is not just about visuals, it's also about creating an emotional connection with customers. A branding agency can help to create meaningful connections with customers through brand messaging and storytelling. Branding has become a necessary tool for businesses to succeed in the market, and partnering with a branding agency is an investment that can yield long-term benefits.

But, to deliver a consistent brand experience, it is essential to have a clear understanding of your business.

Consistency in branding is not just about using the same logo or colour palette across your comms. It is about creating a cohesive and memorable experience that resonates with your audience. This requires a deep understanding of your target audience and their preferences. So, finding and working with the right branding partner is crucial.

Your brand partner will ensure consistency, with clear brand guidelines that outline how your brand should be used and represented across all your channels – website, social media, packaging, and advertising – helping you to create a strong and consistent brand experience.

Boosting Your Bottom Line

Branding is about creating a unique identity/experience that sets you apart from your competitors. It’s an essential part of any business, and getting it right is crucial for successful growth. A well-defined brand can take your marketing to the next level and ultimately boost your bottom line. However, for many leaders/founders, the world of branding can be a mystery and somewhat daunting.

Working with a brand partner is key to the bottom-line growth because they will take the time to understand your brand, your business, your challenges, your customers, and your competitors. They will help to create a unique brand programme that aligns to your business goals, built on research and data insights that contribute to a brand activation strategy unique to your business needs.

Our work with Cyncly was hugely complex, it covered the merger of 13+ company brands that required a brand strategy and repositioning under a new brand name to create a new global powerhouse brand. A sensitive and intricate task for the business leaders, they approached us with a creative brief covering renaming, branding and a website design and build. The creative process involved an in-depth analysis of Cyncly’s new culture and personality as well as a deep dive into its transformative business model.

Measuring ROI: the benefits of investing in a brand partner.

Investing in professional branding services can yield significant returns for businesses. However, it is important to measure the return on investment (ROI) to determine the tangible benefits of branding efforts. Here are some ways that branding agencies create business value:

1. Increased brand recognition: A strong brand identity can help businesses stand out in a crowded marketplace. By creating a unique visual identity, messaging, and tone of voice, a branding agency can help businesses increase their brand recognition and awareness. This can lead to increased sales, customer loyalty, and referrals.

2. Improved customer perception: A well-crafted brand can help businesses build trust and credibility with their target audience. By communicating a clear value proposition and brand promise, businesses can improve their customer perception and reputation. This can lead to higher customer satisfaction, retention, and advocacy.

3. Competitive advantage: A strong brand can differentiate businesses from their competitors. By creating a unique brand positioning and messaging strategy, businesses can stand out in their industry and attract new customers. This can lead to increased market share and revenue growth.

4. Consistency and efficiency: A branding agency can help businesses create a consistent brand experience across all touchpoints. By developing brand guidelines and templates, businesses can streamline their marketing efforts and save time and resources. This can lead to improved efficiency and productivity.

5. Long-term value: Investing in your brand with a branding partner can provide long-term value for businesses. A strong brand can withstand market fluctuations and changes in consumer preferences. By investing in their brand and reputation, businesses can build a sustainable competitive advantage and secure their future success.

And finally...

A branding agency can help your business no matter what stage it's at. It can create significant business value by helping your business increase brand recognition, improve customer perception, gain a competitive advantage, achieve consistency and efficiency, and build long-term value. By measuring the ROI of branding efforts, businesses can justify their investment and make informed decisions about their marketing strategy.

Investing in effective branding can help your business stand out in a crowded market, attract new customers, and ultimately boost your bottom line.

Don't hesitate to get in touch with our experts at Structure to learn more about how your business can benefit from our strategic approach. We're here to help you every step of the way and serve as an extension of your marketing team.


Read more from our brand strategy series: