Brand Strategy

Clarity first. Creativity second. Consistency always. Brand strategy is what gives a brand its backbone. It defines the visual language, the tone of voice, and the rules that keep everything consistent and recognisable. Without it, branding is just decoration.

Because vibes aren’t a strategy

At Allo, brand strategy is about clarity. We help brands work out how they should look, how they should speak, and how they should behave so every touchpoint feels intentional and unmistakably them.

This is the work that sits underneath logos, colours, websites and campaigns. It’s what ensures everything feels connected, considered and confident.

Discover

We start by understanding the brand from the inside out. Values, ambition, audience, category and context. This gives us the insight needed to build something meaningful, not generic.

Define

Next, we define the brand foundations. What the brand stands for. How it should be perceived. Where it fits in the market. This becomes the reference point for all creative decisions.

Develop

From there, we develop the brand’s personality. Tone of voice, visual style, creative principles and brand behaviours. This is where look and feel starts to take shape.

Design

Strategy informs design. We translate the thinking into a clear visual and verbal direction that guides logos, colour palettes, typography and imagery.

Deliver

Finally, we document and prepare the brand to live in the real world. Clear guidelines, flexible systems and practical tools that make it easy to apply the brand consistently.

Frequently asked

How is brand strategy different from branding or design?

Brand strategy comes first. It informs the design decisions, not the other way around. Without strategy, logos and visuals are just decoration. With it, they mean something.

What do we get at the end of a brand strategy project?

You’ll walk away with clear direction around tone of voice, visual style, brand personality and positioning. This is usually documented in a strategy or guidelines format that can be used by designers, marketers and internal teams.

Is brand strategy only for new brands?

Not at all. It’s just as valuable for established brands that feel inconsistent, outdated, or unclear about how they show up. Sometimes it’s about refining what already exists, not starting from scratch.

Will this lock us into something rigid?

No. A good brand strategy provides structure without stifling creativity. It gives you guardrails, not handcuffs, so your brand can grow and evolve without losing its identity.

Can you work with our existing logo or visual identity?

Yes. We can build strategy around what you already have, or help guide what needs to change and why. The goal is alignment, not unnecessary reinvention.

Do you also do the design after the strategy?

We do. Strategy and design work best when they’re connected, and we’re set up to carry the thinking through into visual identity, campaigns and content.

How long does a brand strategy project take?

Timelines vary depending on scope, but most projects take a few weeks from discovery through to final delivery. We’ll always map this out clearly upfront.