Services

Brand strategy and positioning

We turn where your brand stands, what it says to whom and what to do first into a written plan.

Mergen, strategy and analytics

Who it's for

Brands that struggle to explain what they do and whose message is scattered
Those who want a roadmap before starting marketing
Teams with many ideas who can’t find the order

What we do

Reviewing the current state of the brand and the market from public sources, at the desk
Sharpening the positioning and the one-line statement of what your brand offers customers
Drafting the target audience and the customer’s decision path
Comparing competitors using public information
Writing the message framework and the brand voice
Preparing the market launch plan and the priority list for the first 90 days
Optional: a monthly brand review (for work where you share the data)

What we define together

Every project starts with a short introductory call; we clarify the need together. We put the following in writing from the start and submit it for your approval:

Starting point: we begin with a desk review of your site, your competitors and public sources. If you or another firm have done research, we read and interpret it.
The source of numbers: data with a source is used; if there is none, we say so plainly and tell you how to collect it.
Which parts of the plan are carried out first: for parts such as design, content, web and measurement, we can continue with our other services.

If you want to read first: our guides on how to build a brand strategy and how to build a brand identity walk through the steps in order.

One plan, nine areas.

One service’s output is often the next one’s input. Hover over or tap a button: see what it does, what it takes in and what it hands on.

01

Brand strategy and positioning

We turn where your brand stands, what it says to whom and what to do first into a written plan.

What it takes in

It doesn't depend on the output of another service. We start from where you are.

What it hands over

02 Brand identity and design · positioning and messaging framework; the basis for identity; a deep identity change isn't made without strategy
03 Websites and search visibility (SEO) · 90-day priority and action plan; decides which work comes first
04 Content, social media and written communications · messaging framework and brand voice guide; sets the voice of the content
07 Measurement, reporting and GA4 · 90-day priority and action plan; the starting point for what we measure

02

Brand identity and design

We bring how your brand looks and how it speaks into one coherent system.

What it takes in

01 Brand strategy and positioning · positioning and messaging framework

What it hands over

03 Websites and search visibility (SEO) · logo, color and type system, brand guide; becomes the visual language of the site
08 Campaign planning and print-ready design · brand files and templates; the base for print-ready files

01
Brand strategy and positioning
We turn where your brand stands, what it says to whom and what to do first into a written plan.
What it takes in
- It doesn't depend on the output of another service. We start from where you are.
What it hands over
- 02 Brand identity and design · positioning and messaging framework; the basis for identity; a deep identity change isn't made without strategy
- 03 Websites and search visibility (SEO) · 90-day priority and action plan; decides which work comes first
- 04 Content, social media and written communications · messaging framework and brand voice guide; sets the voice of the content
- 07 Measurement, reporting and GA4 · 90-day priority and action plan; the starting point for what we measure
Service page
02
Brand identity and design
We bring how your brand looks and how it speaks into one coherent system.
What it takes in
- 01 Brand strategy and positioning · positioning and messaging framework
What it hands over
- 03 Websites and search visibility (SEO) · logo, color and type system, brand guide; becomes the visual language of the site
- 08 Campaign planning and print-ready design · brand files and templates; the base for print-ready files
Service page
03
Websites and search visibility (SEO)
We design and build your showcase site on WordPress and hand it over ready to be found in search.
What it takes in
- 01 Brand strategy and positioning · 90-day priority and action plan
- 02 Brand identity and design · logo, color and type system, brand guide
What it hands over
- Its outputs are delivered directly to you.
Service page
04
Content, social media and written communications
We plan, write and prepare what your brand has to say; publishing happens with your approval.
What it takes in
- 01 Brand strategy and positioning · messaging framework and brand voice guide
What it hands over
- Its outputs are delivered directly to you.
Service page
05
Performance marketing and advertising
We plan, prepare and monitor search and social ads; spending stays within your limit.
What it takes in
- 07 Measurement, reporting and GA4 · measurement plan and conversion tracking
What it hands over
- Its outputs are delivered directly to you.
Service page
06
Email and customer relationships
We plan and design your customer list, email flows and customer journey together with you.
What it takes in
- It doesn't depend on the output of another service. We start from where you are.
What it hands over
- Its outputs are delivered directly to you.
Service page
07
Measurement, reporting and GA4
We define what you should measure, plan the tracking and turn data into reports you can decide from.
What it takes in
- 01 Brand strategy and positioning · 90-day priority and action plan
What it hands over
- 05 Performance marketing and advertising · measurement plan and conversion tracking; decides how the advertising is judged
Service page
08
Campaign planning and print-ready design
We prepare plans and design files that bring online and print channels together in one campaign idea.
What it takes in
- 02 Brand identity and design · brand files and templates
What it hands over
- Its outputs are delivered directly to you.
Service page
09
Consulting and workshops
For the specific topic where you're stuck, we offer online consulting, review and workshop support.
What it takes in
- It doesn't depend on the output of another service. We start from where you are.
What it hands over
- Its outputs are delivered directly to you.
Service page

The lines show how the services connect. Services with a dashed frame can start on their own.

How we proceed

1

We get acquainted. We listen to your brand, your goal and the material you have; we put the scope in writing and submit it for your approval.

2

We research. We work at the desk, with open sources.

3

We discuss the draft. In an online workshop we review the first direction together.

4

We revise and submit for approval.

5

If you like, we follow the implementation with a monthly review.

What you receive

Strategy document (PDF and editable DOCX)
Positioning and message framework (one page)
Target audience profiles
Competitor comparison table
90-day action plan (table)
Brand voice guidelines

What we need from you to start

A brief summary of the brand (what it does, for whom)
Existing sales and customer data (if any)
Known competitors
Goal and timeline expectation
The decision-maker’s name

Frequently asked questions

Do you do the research?

We do the desk research: public sources, and a review of your site and competitors. If you have customer interviews or survey results, we read and interpret them.

Can you give a market size based on figures?

If there's sourced data, yes, with its source. If not, we say so plainly and tell you how you could collect the data.

Will you help carry out the plan too?

For parts of the plan such as design, content, web and measurement, we can continue with our other services. The scope of each is written on its own page.

How long does it take, and how much does it cost?

It varies with the scope; after a short introductory call, we prepare a written framework and quote. We also settle the timeline together in the introductory call.

Let's see together where to start.

Tell us briefly about your brand. Every project starts with a short introductory call; we clarify the need together. Let’s see together where to start.

Mergen, strategy and analytics

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