Identity - Strategy
Strategy
Understand before drawingDecide and stand by it
Strategy is not a presentation, it is a set of choices written in black and white: who we speak to, what we promise, what we refuse. Without those three lines every creative decision gets reopened, and the project costs twice its price.
We work in three moves: listen to the people who buy, look at what the competition does, then set a positioning the internal team can repeat without notes. The deliverable fits in a few pages and settles arguments for the next two years.
What strategy decides
A strategy is not judged by its thickness but by the number of debates it closes. Three lines settle most of a year’s decisions: who we speak to, what we promise, what we refuse. The rest of the document exists so that those three lines hold up in front of a client, a journalist or a candidate.
What you keep
3 lines
3 to 6 weeks
2 years
The method, in three steps
Nothing arcane: listen, compare, decide. The order matters more than the tools.
- Listen. Interviews with the people who sell and the people who buy, a reading of existing materials, online reviews and the requests that come in day to day.
- Compare. Analysis of competitors and of the sector’s trends: what the others say, what they leave unsaid, and the ground still free.
- Decide. Positioning, promise, tone, architecture of the offer. Written down, approved by you before we go further.
Protecting what is said about you
A reputation online is built slowly and comes apart quickly. We set up monitoring of your name, your brands and your leadership, and a clear procedure for sensitive situations: who answers, within what time, in what words.
- Monitoring of the name, the brands and the leadership
- Procedure for negative reviews and public accusations
- Handling of defamatory content and impersonation
- Watch on competitors and comparison sites
Making yourself heard
Standing is not a question of budget but of consistency. A story that does not change from one page to the next, content that answers what your customers actually search for, and search visibility worked on over time weigh more than a single campaign.
- A brand story that holds across every channel
- Audit and plan for organic search
- Editorial plan built on real searches
- Targeted appearances and press relations
- Business profiles and customer reviews kept up to date
A strategy is measured by the number of debates it makes unnecessary.
ABiL MEDiAS
What is included
One engagement, one price, no billing by the meeting. The package covers the research, the writing and the handover session with your teams.
- InterviewsWith your teams, your customers and, where it helps, those who are not yet customers.
- Competitive analysisPositionings, promises and angles already taken in your sector.
- Reputation auditA picture of what is said about you, reviews and mentions included.
- PositioningThe ground you hold and the ground you leave to others.
- Brand platformPromise, values, proof and what the brand refuses.
- Tone and vocabularyWhat you say, what you never say, and how.
- Architecture of the offerWhat sells together, what sells alone, and under which names.
- Launch planSequence, channels and priorities for the first six months.
- HandoverA session with your teams, so the document stands without us.
The deliverable
| What you receive | What it is for |
|---|---|
| Positioning note | Settling a creative decision on one page, without calling a meeting. |
| Brand platform | Giving the teams the same words and the same proof. |
| Tone guide | Writing an offer, a reply to a review or an advert without hesitating. |
| Reputation dashboard | Seeing what is said, where, and how fast it moves. |
| Plan for the first six months | Knowing what to start with, and what can wait. |
Who it is for
The format follows the size of the organisation, not the other way round. A ten-person company does not need the same apparatus as a group, but it needs the same three clear lines.
- Companies changing scale or market
- Brands whose language has drifted from campaign to campaign
- Organisations enduring their online reputation rather than steering it
- New offers that need naming and positioning
- Internal teams that have to speak with one voice
The services in detail
Understand before drawing, decide and stand by it.
- Customer research and interviews
- Competitor review
- Brand positioning
- Platform and tone of voice
- Offer architecture
- Launch plan
Frequently asked questions
How we work
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Discovery
We listen before proposing: short questionnaire, interviews with the people who sell and who buy, a review of existing materials. This step produces a one page summary, approved by you before we go further.
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Framing
We set the positioning, the tone and the exact scope: what is included, what is not, by when and at what price. A framed project is discussed once; a vague project is discussed at every delivery.
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Design
Two routes, never ten. Each is presented in real situations, on the media that matter to you, with the reasons behind the choice. We also show what we set aside: that is often what makes the decision obvious.
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Roll out
The chosen route is declined across every item in scope, with production files and supervision. Nothing goes to print or online without a cross check by two people from the studio.
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Handover
We hand over the sources, short guidelines and a working session with your teams. The goal is simple: that you can produce most of your everyday items yourselves, and call us only for what matters.
