Branding service
Brand strategy
We define your business's positioning, value proposition and messages so customers choose you for more than price. A two-week project for shops, hospitality and SMEs, before the logo, social media or ads.
Fixed price · Reply within 24 working hours · In English, Spanish and Catalan
- Duration
- 2 weeks
- Format
- 2 sessions with you
- Deliverable
- Brand platform
- Price
- Fixed, after the first call
Neighbourhood bakery · handover document
- Purpose
- So the neighbourhood has real bread for breakfast every day.
- Positioning
- The go-to artisan bakery in its neighbourhood.
- Value proposition
- Sourdough and our own oven, at an everyday bread price.
- Tone of voice
TaglineProper bread, every morning.
What is brand strategy?
By Jose Santiago Mateos, founder of AsesMarket · Updated October 2026
Brand strategy is the plan that defines what your business stands for, who it's aimed at and why people should choose it over the competition. It takes shape as a positioning, a value proposition, messages and a tone of voice, gathered in a brand platform that then guides your visual identity, website, social media and advertising.
What it's for
- You stand outYou stop competing on price alone because customers understand what makes you different.
- You speak with one voiceYour website, social media, premises and ads tell the same story.
- You decide fasterEvery design, piece of copy or campaign is checked against the same document.
Who it's for
- Businesses starting out that want to get it right from day one.
- Established businesses that feel their brand has fallen behind.
- Companies about to invest in a website, social media or ads who want it to show.
Is your brand missing a strategy?
Tick the signs that sound familiar. We'll tell you straight away where we'd start.
What's included
Eight deliverables in four blocks. It all goes into one clear document that you, your team or any supplier can use.
Understand
Phase A · Analyse- 01
Brand audit
How your customers, your website, your Google Business Profile and your social media see you today.
- 02
Competitor analysis
What three to five competitors do and say, and where there's a gap.
- 03
Target audience
Who your ideal customer is, what worries them and where to find them.
Decide
Phase S · Signal- 04
Positioning
The place you want to occupy and the idea that sets you apart.
- 05
Value proposition
Why they choose you, in one sentence that's understood straight away.
Tell
Phase S · Signal- 06
Messages and claim
The main message, the supporting ones and a tagline to use everywhere.
- 07
Tone of voice
How you speak: words to use, words to avoid and examples by channel.
Apply
Ready for the E stage- 08
Rollout plan
Where to start: website, social media, local presence and ads, in order of priority.
How we work
These are the first two phases of the ASES Method. See the full ASES Method →
- Day 1
Kick-off meeting
- We
- We visit your business (Barcelona area), or meet by video call, to understand what you do, how you work and where you want to go.
- You
- One hour of your time.
Result: clear goals.
- Days 2 to 5
Research
- We
- We review your brand, your competitors and your audience, and put it all in order.
- You
- Give us access to your profiles and whatever you have of your brand.
Result: diagnosis and competitor map.
- Week 2
Positioning workshop
- We
- We present two or three positioning routes and choose together.
- You
- A session to decide.
Result: positioning chosen.
- End of week 2
Delivery
- We
- We write up the brand platform and walk you through it point by point.
- You
- One final one-hour session.
Result: brand platform in PDF.
Strategy done? Now everything fits
Strategy is the foundation. This is what usually comes next. See all brand services →
And then, so people find you and see you: Local SEO and Google MapsSocial mediaGoogle AdsBrand website
Frequently asked questions
Straight answers about brand strategy, no small print.
01How much does a brand strategy cost?
It depends on the size of the business and whether you already have a brand. After the first call we give you a fixed price that includes the kick-off meeting, the research, the workshop and the final document.
02How long does it take?
About two weeks from the kick-off meeting to delivery. Your total time commitment is about three hours.
03What is a brand platform?
It's the document where your strategy is written down: purpose, positioning, value proposition, messages and tone of voice. It serves as a guide for you, your team and any supplier.
04How is it different from branding?
Branding is the whole job of building a brand, and strategy is its first part. Then come naming, visual identity and how it's applied. We explain it all in branding and brand.
05And from a marketing plan?
Brand strategy defines who you are and what you say; the marketing plan decides which channels, what budget and when. The brand comes first, because it's what the plan communicates.
06Do I have to change my logo?
No. Strategy comes before design. If we then see that your image doesn't fit, we'll suggest it as a separate step: visual identity.
07Does it work for a small business?
Yes. It's designed for shops, hospitality businesses and SMEs.
08What do I need to provide?
About three hours in total: the kick-off meeting, the session to decide the positioning and the handover. Plus access to your profiles and whatever you have of your brand.
09What if I already have a brand?
Better: we start from what works and organise the rest. If you need a deeper change, take a look at our rebranding service.
10Do you work in Catalan?
Yes. We work in Spanish and Catalan, and deliver the brand platform in whichever language you prefer.
Shall we start with your brand?
Tell us what you sell and in 30 minutes we'll tell you where we'd start.
- Phone
- 644 55 14 08
- 644 55 14 08
- Opening hours
- Monday to Friday, 9:00 to 18:00