Our Pro package is designed for businesses that require a deeper level of strategic thinking. It includes enhanced research, structured workshops, and detailed recommendations to sharpen brand positioning, messaging, and audience engagement.
Brand strategy is the art and science of defining, refining, and strengthening your brand to boost visibility, create differentiation, and influence potential customers.
This is also the recommended minimum package for businesses investing in larger-scale marketing initiatives such as content strategy, website development, or a significant rebrand.
Why Articulate?
- We bring together data-driven analysis, immersive workshops, and years of expertise to deliver exceptional brand strategy work.
- Differentiation is at the core of what we do. Every successful brand has a Difference Engine, and our Pro package helps uncover yours.
- Partner with Articulate and gain a dedicated team of strategists, marketers, writers and designers who provide actionable insights, honest creative input, and the strategic clarity your brand needs.
- As a B Corp since 2018, we collaborate with companies that want to create positive change and build marketing strategies that matter.
Who is it for?
The Pro brand strategy package is designed for businesses looking for a structured marketing guidance that combines industry best practices and research-led recommendations.
You might be:
- Scaling an existing brand and need clear positioning.
- A B2B company that requires refined messaging to better connect with its audience.
- Undergoing a brand refresh and looking for a structured strategy.
- Preparing for a major marketing initiative such as a website relaunch or campaign.
If your business needs a more in-depth and iterative brand strategy process than our Starter package, this is the right option.
What’s included?
Up to 10 hours of desk research to:
- Review your existing brand and marketing documentation.
- Get to know your sector and target market.
- Source additional insights that will underpin the strategy work.
Stakeholder interviews for up to three personas where we can:
- Talk directly to senior members of your team and/or key customers to gather powerful information about your brand and how you are perceived in your market.
A summary of findings, presented in a deck, which includes:
- A brand perception analysis, based on internal and external brand questionnaires.
- A competitor brand analysis (both visual and verbal) for up to three competitors.
- SEO benchmarking and a keyword gap analysis, identifying competitive opportunities.
- The development of three Ideal Client Profiles (ICPs) and personas, backed by research and up to three persona interviews.
A strategic brand definition, delivered in a presentation, which includes:
- A fully developed verbal brand identity, including:
- Core messaging to shape your brand’s communication.
- Tone of voice (TOV) guidelines to maintain consistency across all touchpoints.
- Brand positioning that clearly defines your unique market advantage.
- Mission statement that describes the impact the company wants to have on its market, relevant to the company’s mid-long-term business goals
- Vision statement that describes the impact the company has on the world and what the company is working towards, agnostic to the company’s products or activities
- Value proposition showcasing the tangible value the company offers its target personas
- Brand positioning that describes the position the brand wants to occupy in the market
- Persona or service-based messaging that zero in on the specific value the client offers a persona or service segment
- Enhanced buyer journey mapping, offering structured recommendations for content and customer experience improvements.
The timeline
Timelines depend on client cooperation and Articulate’s availability. The key steps are:
- Contract signed and project kick-off
- Discovery workshop (3 hours)
- Brand perception research (internal/external questionnaires, competitor analysis)
- ICPs & Personas workshop (including up to three persona interviews)
- SEO analysis and competitor brand review
- Strategic brand definition workshop
- Presentation of brand strategy findings and recommendations
Required workshops
- Discovery workshop (3 hours) – A deep dive into your brand’s market position, audience, and goals.
- ICPs, Personas, and Tone of Voice workshop – Defining your ideal customers and how best to communicate with them.
- Brand Archetypes & Personality workshop – Establishing the essential traits that define your brand.
- Buyer Journey Mapping (Enhanced) – Understanding key customer touchpoints to optimise brand engagement.
- Messaging workshop – Aligning your brand’s voice and messaging with your strategic objectives.
Where will you be after completing a Pro brand strategy?
At the end of the process, you’ll have:
- A strong, clearly defined verbal brand identity, covering positioning, messaging, and tone of voice.
- A well-researched Ideal Client Profile (ICP) and persona set, backed by insights from your target customer base.
- Competitive brand analysis (visual & verbal) to identify positioning opportunities.
- SEO benchmarking & keyword strategy to refine your digital marketing and content creation efforts.
- A structured buyer journey map to enhance customer engagement.
- A comprehensive brand strategy presentation, detailing key insights and next steps.
A quick look
Why choose Articulate?
- We combine data-driven analysis with creative client immersion and decades of experience to deliver exceptional brand strategy work.
- Differentiation is at the heart of our approach. Our starter package is a stepping stone to helping you build a strong, distinct brand.
- Partner with Articulate to gain the marketing expertise, strategy, and tools you need to evolve your brand with clarity and confidence.
- As a B Corp since 2018, we work with companies that create positive change and build marketing strategies that matter.
Who is it for?
- Businesses that are:
- Looking for structured marketing guidance that combines first-hand data, industry best practices, and research-led recommendations.
- Scaling an existing brand and need clear positioning.
- B2B companies requiring refined messaging to better connect with its audience.
- Undergoing a brand refresh and looking for a structured strategy.
- Preparing for a major marketing initiative such as a website relaunch or campaign.
- Businesses needing a more in-depth and iterative strategy than the Starter package.
What’s included?
Research & analysis
- Up to 10 hours of desk research.
- Review of existing brand and marketing documentation.
- Sector and target market analysis.
- Additional research insights to inform strategy.
Stakeholder interviews
- Up to three persona interviews with senior team members or key customers. Summary of findings
- Brand perception analysis from internal and external brand questionnaires.
- Competitor brand analysis (visual and verbal) for up to three competitors.
- SEO benchmarking for up to three competitors.
- Keyword gap analysis to identify competitive opportunities.
- Development of three ideal client profiles (ICPs) and personas
Strategic brand definition
- Fully developed verbal brand identity, including:
- Core messaging
- Tone of voice (TOV) guidelines
- Brand positioning
- Mission
- Vision
- Value proposition
- Brand positioning
- Persona or service-based messaging
- Enhanced buyer journey mapping with structured recommendations.
The timeline
- This is our mid-range package and should take approximately two months (8 weeks) to complete and deliver.
- The timeline is subject to change and dependent on client coordination, requirements and engagement level.
Required workshops
- Discovery call (3 hours)
- Ideal client profile (ICP) & personas workshop (1 hour)
- Brand archetypes & personality workshop
- Positioning workshop (1 hour)
- Buyer journey mapping workshop (1 hour)
- Messaging workshop (1 hour)
- Values workshop (1 hour)
What does the client get?
- A clearly defined verbal brand identity covering positioning, messaging, and tone of voice.
- A well-researched ideal client profile (ICP) and persona set, backed by target customer insights.
- Competitive brand analysis (visual & verbal) to identify positioning opportunities.
- SEO benchmarking & keyword recommendations to refine digital marketing and content creation efforts.
- A structured buyer journey map to enhance customer engagement.
- A comprehensive brand strategy presentation detailing key insights and next steps.