Brand Strategy Services

Combine human understanding with strategic vision to build brands that evolve with consumer needs.

We build brands that make a real impact, combining deep consumer and employee insights, cultural queues and market dynamics to craft strategies that are not just theoretical, but truly actionable. Whether launching something new or reinvigorating an existing brand, our brand strategy consulting services connect with audiences in ways that drive growth and keep brands relevant. With a systems thinking approach to brand strategy, we position, architect and name brands to ensure they work seamlessly in the market.

The art and science of brand strategy aligns creativity with data to fuel business performance and relevance in an evolving world.

USTA Coaching

Empowering the Future of Tennis through Insights-driven Brand Strategy

Client Story

Perspective

From Z to A: How Media and Entertainment Brands Can Adapt to Generation Alpha

Transforming the Kodansha Brand from Niche to Known Manga Icon

Client Story

Blue Nile

Elevating the Blue Nile Brand Experience to Celebrate All of Life’s Brilliant Moments

Client Story

Explore Our Brand Strategy Services

Brand Positioning

An ownable market positioning that elevates from competition and galvanizes audiences’ reason to believe. An articulation of the brand and why it matters that alters perception, changes preference and earns loyalty over time.

Brand Architecture

A clear, well-structured portfolio that aligns all sub-brands and products under a unified strategic vision, driving clarity, growth and differentiation. This approach optimizes relationships across touchpoints, ensuring the brand resonates with diverse consumer segments.

Naming

A strategic approach to naming that creates meaningful, memorable and trademarkable identities. We combine cultural relevance and consumer insights to develop names that resonate with audiences, are ownable and scale across regions and products.

Brand Guidelines

Comprehensive guidelines that define a brand’s visual and tonal identity, ensuring consistency across all communications. These guidelines empower teams to maintain clear, impactful messaging at every consumer touchpoint.

Brand Equity & Measurement

Measure brand health through consumer perceptions and performance metrics, tracking awareness, sentiment and loyalty. We leverage insights to refine strategies and optimize performance, ensuring the brand remains relevant and drives long-term growth.

Have Questions? Get In Touch

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At Material, we focus on uncovering truths that matter to your customers, aligning them with your business’s strengths and goals to deliver go-to-market-ready brands.

Matt Clayman - VP, Strategy + Innovation

Frequently Asked Questions

What is brand strategy?

Brand strategy is the overarching plan that shapes how a brand connects with consumers and competes in the marketplace. Positioning, narrative, audience relevance and differentiation are important tools for a successful brand strategy.

What does a brand strategy session involve?

Brand strategy sessions involve strategic discussions around goals, audiences and the competitive landscape. Through insight sharing, idea exploration and competitive and market analysis, we come to a collaborative alignment on positioning and the direction forward.

How do brand strategy services and brand health tracking work together?

Brand strategy sets the direction, and brand tracking measures how it performs over time. Data from a brand health tracker informs ongoing strategy adjustments and optimizations while surfacing potential brand threats or opportunities.

What comes after brand strategy?

After brand strategy is set, we begin activating across teams, channels and experiences. We measure performance against strategic goals and continuously iterate based on consumer insights and market shifts.

What does brand strategy look like in practice?

Brand strategy informs decisions about positioning, relevance and competitive differentiation. A clear articulation of the brand’s role, value and promise provides a strong foundation that guides expression, communication and behavior across audiences and contexts.

How does insights research inform brand strategy?

Insights research grounds brand strategy in real-world customer needs and behaviors, and it reveals competitive dynamics and white-space opportunities. These insights ensure brand strategy is data- and evidence-based – not purely subjective.

What role does a strategic branding consultant play during a brand transformation?

A strategic branding consultant provides clarity and objectivity in moments of organizational or brand change. They guide decision-making and foster strategic alignment, and they support transition and growth with insights, direction and proven frameworks.

What do brand strategy consulting firms deliver at the end of an engagement?

Key deliverables include positioning frameworks, brand narratives, messaging architectures, audience insights and practical guidelines that teams can use to align decisions, communications and experiences. Through our interconnected capabilities in brand strategy, design and marketing services, Material is uniquely positioned to build, activate and optimize brand strategies in market.

How do organizations activate a new brand strategy across teams and channels?

Organizations activate a new brand strategy by aligning leadership and stakeholders, training teams and embedding clear guidelines into workflows. Consistent messaging, pilot launches and ongoing performance measurement help ensure adoption across channels and touchpoints.