Our Services
Brand Strategy Consulting
Brand strategy defines how an organization positions itself, makes decisions and grows over the long term. taasdesign helps companies and groups clarify positioning, brand architecture and core narrative, so design, communication and cross-team work share the same foundation.
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When to bring in brand strategy
- A growing group no longer has a clear relationship between the parent, business units and sub-brands
- A company is renaming, restructuring or entering a new market and needs to explain who it is now
- Manufacturing and technical strength are well established, and customers and partners have started asking about direction and values
- Design briefs keep shifting because there is no agreed strategic foundation
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What we do
- Brand positioning and role definition Define where the company stands in its market
- Brand architecture and multi-brand planning Set roles across group, business and product brands
- Core narrative and value proposition Build one story that holds inside and outside the company
- Brand language and communication framework Give teams messaging guidelines they can rely on
- Insight integration and decision support Turn research into recommendations leaders can act on
- Visual and experience direction Give downstream design a clear point of departure
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Featured project
WINSUN Group The engagement began with brand strategy and group architecture for a leading Chinese supplier of coffee, tea and flavor solutions, and established a two-tier brand architecture. WINSUN Group serves as the top-level corporate brand, and SHUNDA Group as the business-level B2B brand. The visual system draws on orbits and rotation, bringing diverse businesses into one scalable identity. The project is a Winner in Corporate Identity at the German Design Award 2027. View the case
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Frequently asked questions
How does brand strategy differ from brand design?
Strategy answers who the company is, who it serves, why it deserves to be chosen and how its businesses divide roles. Design turns those decisions into identity, visuals and experience. Without a strategy, design has no consistent basis.
When should a group rethink its brand architecture?
Usually when business units, subsidiaries and brands multiply, external communication becomes fragmented, or the group needs to shift from coordinating its businesses to representing a single strategy and long-term direction.
Who takes part in an engagement?
Senior management makes the positioning decisions and trade-offs. Representatives from different functions join interviews and co-creation sessions, so the strategy takes hold across the organization.