Maximize the utility of a brand strategy
Brand Strategy is a set of theoretical tools with practical application that encapsulate the reality of an organization to align teams, project its essence, and ultimately connect past, present, and future. Sounds good, right? Theory is usually clear. The clients we accompany—so their companies look as good as they really are—place capital importance on this work of introspection, self-knowledge, and order. They know it's an essential springboard to go further and endure.
The truth is that Brand Strategy has a clear influence on any decision, and sometimes its full potential isn't squeezed out by daily inertia. In this post you'll find real examples of decisions that emerged from Brand Strategy and caused significant impact on organizations.
Cuervá: architecture, content, and team alignment
Cuervá is a Granada-based energy company pursuing an ambitious goal: taking energy to the next level. Together with them we worked on Brand Strategy and Identity to ultimately bring to life a website that pursues two strategic objectives: thought leadership, to convey their expertise; and building a community to help them grow.
These two goals stem from returning to the brand platform: knowledge—about the zone where they operate, about the sector, about the data they handle, about the most innovative trends—is an essential part of Cuervá and the website architecture was a response to this reality, just as all the content they offer in the Community section: smart hotels, rural electrification… A genuine hub of stories with enormous potential about energy.
Brand Strategy holds key importance for Cuervá's team, also on an operational level. Rosa Fernández, Marketing Manager of the company, told us they use their brand center as Bible so that everyone, even those who don't work purely on digital, stays aligned. They even receive strategic information in their onboarding. A powerful and useful way to build connections inward and outward.
RatedPower: preparing the brand for an Exit
Brand Strategy also paves the way in startup sale processes thanks to its ability to build talent loyalty, enable scalability, and maximize competitive differentiation.
This is the case of RatedPower, an organization born to reshape the renewables sector. After being acquired by the Enverus group, the largest and most reliable SaaS platform in the energy world, we worked on the rebranding to prepare this new stage.
An intensive immersion process, with over 10 interviews, 60 surveys, and 2 workshops with around 20 participants, helped clarify the brand's role and its coexistence with Enverus. It also helped develop the concept of 'smart energy flow,' which distills the philosophy of practical, disruptive, and accessible knowledge of their team. Decisions that, of course, later permeated the Identity and the Digital Product.
Craftelier: understanding so business can grow
When we started working with Mi tienda de arte, which was facing enormous growth and needed to order its decisions to scale sustainably, we discovered that understanding where users were buying from wasn't as important as identifying what types of profiles existed and how they related to the brand.
That led to the emergence of two new brands: Craftelier, the e-commerce that offers a transformative perspective on the craft universe, and Hartem, the vindication of error through Fine Arts.
Helping define those two main brand personas made it possible to identify the true opportunities and the channels through which the business grows. Now, both brands have powerful narratives that connect with greater impact in the niches they operate in.
Nae: amplify what is unique
When you think of a major consulting firm, it's easy to imagine an immovable reality with very strict processes. And Nae, Spain's largest consulting firm in the Telco sector, is the complete opposite. Research revealed that diversity was a nuclear element of its reality, and that there existed tremendous adaptive, creative, and innovative capacity in delivering services to clients.
A textbook strategic element that served as a lever when the project to co-create its new offices emerged. The Nae Plaza is a multi-use space, flexible and adaptable to all the needs of the Nae team and to collaboration in a hybrid work model. Wheeled furniture, at different heights and positions, the ability to organize private and collective spaces…
Personalization is also reflected visually: each person can choose, through a web tool, the color palette and typography they want to use to express their relationship with the brand on a business card or in an email signature, for example. Infinite possibilities. The strategy changed everything because Nae dares to change everything.
Onum: aligning value proposition and brand
Onum's strategy was built from a comprehensive understanding of the business and the sector in which this startup operates—identifying and filtering data that truly holds value. The brand needed to communicate security, ambition, and the leadership of a powerful team, led by Pedro Castillo (founder of Devo, Spain's only cybersecurity unicorn).
To achieve this, we used the concept of data orchestration. The platform gives users the baton to extract meaning and value from each data source.
Yes, Onum is a deep-tech product and at the same time a usable, useful, and memorable experience. The strategy had to make this clear so that personality reaches everyone who can benefit from it.
Asian House: refining the initial approach
When the Asian House team came to Soluble, their intention was to create a fast food concept for Asian cuisine, but this is a clear example of how strategic work serves to understand the context and real market needs more deeply.
During research we understood that the development of Asian gastronomy in Spain is very different from what other countries experienced, like the American one.
That insight translated into operational decisions: providing highly distinctive names for dishes, creating a comfortable experience both in-restaurant and at home, in pickup, and using a verbal identity that appeals to the deep roots of Asian culture: have you eaten yet? 你吃了吗
Faced with the need for aligned teams, scalable visual entities that communicate a company's true essence, aligning business and brand or activating in the age of FOMO, strategy, strategy, and strategy.
