Methodology
We build brand and move business.
In the same move.
Brandformance is our method: building brand preference and moving business at the same time. It’s played in the middle funnel, that centre almost nobody works, and we do it like no one else: social-native, with our own data and AI as co-pilot.
Where it’s played
The middle funnel: from “I know you” to “I choose you”.
For years you had to pick a side. Either you built brand (awareness, long term, hard to measure). Or you did performance: today’s sale, very measurable but building nothing that lasts.
On their own, both fall short. A brand that doesn’t sell can’t hold up; a sale that doesn’t build brand forces you to pay for every customer over and over.
Most invest in both extremes and leave the centre empty. But the centre is exactly where the customer compares and chooses between similar options. That’s where the sale is won or lost. That’s our ground.
The backbone
Nine phases. One chain. None gets skipped.
We never present a tactic without first justifying the insight, the goal and the strategy it hangs off. Each phase answers a question. If a link is missing, the strategy isn’t finished. This chain is our signature.
- 01
Where are we and what happened?
Starting pointWe never propose without diagnosing first: an honest recap of what worked and what didn’t, a brand and category audit, a competitive benchmark and real-time social listening.
- 02
What’s the real tension?
InsightA short, provocative line that reframes the category. Everything hangs off it, through the triangle of Problem, Insight and Competitive advantage.
- 03
Who are we talking to?
Buyer personaWho buys and who will grow the brand: motivations, brakes and fears. Core target versus growth target, with a name of their own.
- 04
What do we want to achieve?
Cascading goalsFrom business to brand, to marketing, to digital. Every goal mapped to the funnel and backed by historical data. No goals plucked at random.
- 05
Who are we, really?
Brand platformTerritory, essence (purpose, mission, vision, positioning), role and personality by archetype, attributes and what truly sets you apart.
- 06
How do we tell it?
Concept and Big IdeaAn umbrella concept with a single claim that the Big Ideas hang off, always through the Insight, Idea and Execution template, with a real reference alongside.
- 07
With what voice and what face?
Verbal and visual identityVoice and tone kept apart, the Tone Pyramid, a brand dictionary and a message matrix by funnel stage. Plus the visual translation into concrete editing parameters.
- 08
What do we publish, and where?
Content strategyA funnel with its own naming, content pillars with their weight, channel mix and frequency per channel. The “roller coaster” grid that alternates peaks and baseline, always with a CTA.
- 09
How do we amplify and measure it?
Media, measurement and Way of WorkA PESO ecosystem of paid, earned, shared and owned, always on plus power periods. KPIs with a rationale and historical baseline. And an explicit Way of Work, month by month.
Social-native
The method was born in the feed. Not in a PowerPoint.
That’s why every phase lands in content that stops the scroll and builds community. We don’t adapt what worked in other formats: we think social-first from the start.
Our own technology
Our own technology to listen, analyse and produce faster.
AI is not a cosmetic add-on: it’s part of the method. Echo, our social intelligence platform, turns the noise of your channels into strategic reading. And it measures something new that already matters: how the brand is positioned within AI’s answers. The technology speeds things up. The judgement comes from people.
How we position your brand in AI →
We measure with rationale, not vanity.
Every KPI comes with its why and its historical baseline: target, percentage versus the year before and reason to exist. And we work hand in hand with Epsilon to push the levers that truly move the Digital Attention Index, the reference digital attention index in FMCG, and put your brand on the national map.