Brand strategy
A brand story every campaign can follow
Find the red thread that runs through everything you say. We build it from research and interviews, then turn it into a concept your campaigns can follow.
Start with a free intro call: tell us about your brand and goals, and we tell you whether to build on what you have or start fresh, and how it would be priced.
share of search vs. biggest competitors – Maitokolmio
ad recall for a beauty campaign – K-Citymarket
annual sales after a product launch campaign – Mr Panini
Two examples: a heritage brand and a new one
One small dairy with a voice people remember, one new wholesale brand launched to the trade.
Brand · Maitokolmio · since 2019
A small dairy with a voice people remember
Maitokolmio is a dairy from Ostrobothnia. We built its tone of voice around its home village and heritage, and have kept the same red thread in campaigns since.
- Brand tone of voice and a brand film
- Campaigns built on the same theme
- Recipes and video content for organic reach
Share of search against its biggest competitors: +48% during our work together.
Brand launch · Valio Aimo
A new wholesale brand, known by the trade
Valio launched Valio Aimo as its wholesale division in 2021. The goal was to make the new brand known among restaurant and catering professionals and build thought leadership.
- Brand and content strategy for the new division
- Multichannel content for HoReCa professionals
- SEO and conversion work to turn awareness into sales
Genero is a reliable and excellent partner who is truly driving the growth of Valio Aimo together with us.
Hanna Forsström, VP, Marketing & eCommerce, Valio Aimo
Who this service suits
A good fit if you
- feel your campaigns tell different stories
- are launching a new brand, product line or market
- want the strategy to end in a concept your team can actually use
How the cost is built
- Strategy project: one project price for research, interviews, workshop and concept
- Scope: from refreshing an existing concept to a multichannel or international one
- Optional: roll-out, refinement and performance tracking
You get a quote after the intro call.
What you get
Sized to your need, from a concept refresh to a long-term international concept.
Background research
A look at your media and website, and at what is already said about you.
Interviews
Recorded video interviews with your key people or customers, summarised into clear findings.
Stakeholder survey
If useful, a survey of your team or customers before the workshop, on goals and needs.
Workshop
We present the findings and agree the key strategic guidelines together with you.
Marketing concept
The concept structure, visual identity and content priorities, sized to your need: from refreshing an existing concept to a long-term, multichannel or international one.
Follow-up
We help roll the concept out, refine it based on feedback and track how it performs.
How it works
1.
Insight
We review where you stand and decide whether to build on your current concept or start fresh. Interviews and research fill any gaps.
2.
Workshop & concept
We share our strategic view, agree the guidelines with you in a workshop and model the concept.
3.
Roll-out & optimisation
We put the concept to work, refine it from feedback and keep improving it as results come in.
Questions before you start
Do we need a brand new concept?
Not always. We first look at what you have. Sometimes the best answer is to build on your existing concept and assets.
Who do you interview?
Your key people, your customers or both. We record and transcribe the interviews and pull out the shared answers.
How do you use AI?
AI helps with background research and with summarising interview transcripts. The strategy and the concept are made by people, together with you.
What happens after the concept?
We can roll it out with you, refine it from feedback and track how it performs. It also feeds your content and campaign work.
How much does a brand strategy cost?
It depends on the scope. We price a brand strategy as a project or a monthly fee, and you see exactly what is included. You get a quote after the intro call.
What happens in the free intro call?
A brand strategist goes through your goals and current situation with you, and tells you where we would start and how the work would be priced. The call does not commit you to anything.
Book a free intro call
Tell us what you would like to improve. A brand strategist gets back to you to book the call. In the call we:
- Go through your brand, goals and current situation.
- Discuss whether to build on your current concept or start fresh.
- Suggest a scope that fits your business.
The call does not commit you to anything.