Brand strategy

Brand strategy. Brand research. Brand identity.


Success starts with
a smart brand strategy

Brand strategy is essential to any good brand project. After all, the point of developing a brand is not just to make a pretty design – it’s to get your business where it needs to go. So strategy and creativity go hand-in-hand in all our our creative services.

Sondo is a leading brand strategy consulting firm
on the Gold Coast and Melbourne, Australia


We live & breathe brand strategy

Sondo starts every project by diving deep to investigate your business, the wider market and ask “Why?” an awful lot. By talking to your stakeholders, auditing your current brand and analysing your competition, we uncover insights that give us – and you – a fresh perspective on your business.

Based on what we learn, we diagnose the core problem you must overcome to achieve your goals, and craft an overarching approach to solve it. Forget the marketing jargon, that’s what a proper brand strategy is: a coherent plan to solve an identified problem, achieved through practical actions.

And that’s what we promise to give you.

With a smart brand strategy to serve as a foundation, we can then develop a narrative that effectively tells your brand’s story, bringing the clarity and purpose you need to achieve success. 

Brand research services

Stakeholder interviews
Focus Groups
Data review
Brand audit
Competitor Review
Market review

Brand strategy services

Brand positioning
Brand personality
Brand architecture

We have so much more clarity about our target audience and how we are currently perceived in the marketplace — and how this needs to shift. We also have the confidence to charge more for our services and start initiating conversations about different services.

Heather Vanz

Check out our
brand strategy work

Ready to bring
your brand
to life?

Questions about
brand strategy and research

Sondo is a full service creative agency. We devise effective brand strategies and design stunning brand identities that help you realise your business goals. To discover more about how we create brands, read the FAQ section below.

As a branding agency specialising in creative work that grows businesses, we can develop a smart strategy from as little as our starting immersion session, where we gather facts directly from you. But then our knowledge will be limited to your knowledge and perceptions. 

By researching more extensively – studying your market and, especially, interviewing stakeholders such as staff and customers – we can gain a more objective perspective.

We learn the dynamics on the floor that you’re unaware of.  
We see strengths and weaknesses you underrate, or blind yourself to.
We find peers or competitors doing interesting things you can learn from.

Basically, deeper research gives you the invaluable benefit of seeing yourself the way an outsider does.

The scale of research is always a function of your budget. But the more research we do, the more nuanced our understanding (and your understanding) of your business will become, the more authentic your new brand story will be, and the more effective the brand strategy is likely to be at actually driving growth for your business.

When humans try to do too many things at once, we rarely do any of them well. Without focus, we allocate too few resources to any one thing to shift the needle, or we respond with actions so generalised they don’t do much to fix any single problem. And that’s exactly the same with your branding project.

There may be lots of issues in your business, but usually there will be a few root causes common to all of them. So once we’ve researched your business and got a sense of the various problems occurring, we ask why each one is happening. And when we’ve identified a cause, we ask why that’s happening. And so on, and so on.

Eventually we end up with one “core problem” that lies at the root of most of your problems. By focussing our brand strategy on overcoming that problem, the benefits will ripple out, fixing all the other things going wrong.

There’s a lot of complex thinking that goes on, and a lot of elements to the brand we’ll create for you, but it all starts by focussing on a clear, succinct mission for what we need to achieve.

With a bit of creative thinking and savvy engineering, we can develop an smart brand strategy that helps your business achieve effective results now and in the long-term. Sounds good, doesn’t it?

We say “problem” as shorthand, but you might see it as a “challenge” instead. Regardless of the word, there is some essential commercial goal you’re trying to achieve through the branding project – otherwise why are you doing it?

The best branding agencies start by clearly defining what you need your brand to achieve. We keep that need at the front of mind all through the brand development process, and measure our success against it when we’re done. That way, you’re getting a brand that is not just beautiful but actively helping you reach your business goals.

Confidentiality sometimes limits how widely you want to consult with staff, customers and other industry contacts. But whenever possible, engaging these stakeholders when devising a new brand identity design is invaluable.

In fact, while reports and desk research are great, we always gain the most from these face-to-face conversations.

There are two big reasons to engage stakeholders:

  1. They know stuff. Your stakeholders bring years of industry experience, including working with or buying from competitors. And they also experience your business every single day from a perspective you don’t. This gives them insights into what you do well, where you fall short, what’s holding you back, and sometimes even smart ideas about the changes that would take you where you need to go.

  2. You can make them the champions of your new vision. By making select stakeholders part or the branding project, you encourage them to emotionally buy in to the changes. They feel heard, and gain confidence that you’re really trying to improve things, rather than sell them some marketing B.S. And then they’ll take to other people in their teams, networks and friendship groups, spreading that positivity. In this way, including them in the research is the first step to a successful brand launch.

We know branding, but you know your business. We’ll learn a lot – fast – but we need your help to get there. So we see you as our essential partner every step of the way. We consult in depth with you to understand your business from the inside out. And we get your feedback regularly throughout the brand creation process to ensure our thinking makes sense to you, and that the evolving designs represent your ideal vision of your business.

At the end of the project, we’ll be handing the brand over to you to run with. So the way we see it, the long-term success of our work depends on you understanding the brand and feeling proud of it. And that can only come from a genuine collaboration between us.

When you're ready
to roll (out)
we've got your
Website design Web development Marketing collateral Brand videos Brand launch Office fit-out

Other brand services

Brand design and visual identity are what most people think of when they hear the word “brand”. And with good reason. Your visual identity is only one element of your brand, but it’s where most customers’ experience of your brand starts. As a creative branding agency, our brand design will ensure that first impression wows them. 

> Find out more

Words are the quiet achievers of branding. Your business’s voice has a great effect on how the world perceives you – and it’s one of the most cost effective ways to influence customers. We’re a creative branding agency who has developed standout verbal identities for market leaders. We’ll craft the perfect tone of voice for your business, and create key messages to ensure you’re telling a compelling, consistent story every time you snatch a customer’s attention.

> Find out more

Been to a great looking restaurant that was let down by crappy service? Culture is the most overlooked pillar of branding. The way every team member from CEO to intern acts profoundly affects how customers and staff perceive your business. 

Sondo can help you create the foundations for a strong, positive culture that actively reinforces your brand identity at every moment of every day.

> Find out more

To stay current with customer (and staff) needs and expectations, your organisation may need to refresh its brand from time to time. A rebrand or refresh can be an essential tool to achieve new business goals, but it needs to be managed right to bring your stakeholders with you.

At Sondo, we’re passionate about creating new brands. It’s an exciting opportunity to pitch your dream, think big, and explore all the possibilities for your new business.. But the tricky question is: which of those possibilities  are right? Don’t worry, we’ve got you. We’ll steer your business past the common traps and dead-ends to craft a brand that’s unique, authentic and effective.

A merger or acquisition is an exciting opportunity for growth but also brings the potential for instability. Developing the right brand is key to navigating doubts and rallying everyone behind a bold, new vision for the future.

Driven by strategy.
Exploring with empathy.
Delivering real results.

What kind of branding project
do you need help with?

New brand

Show the world what makes your new business special, through a vibrant brand that tells a compelling, consistent across every element of your business.



Stay relevant with a brand refresh that brings your existing stakeholders with you, while opening up new business markets and possibilities.


Mergers & acquisitions

Create a brand identity that unites merging teams into one collaborative culture, and shows customers how the merger brings them new benefits.


Synthesising Strategy With Design

Sondo is a creative branding agency that helps organisations tell their stories and connect with the right people. We offer a range of services, from brand strategy and visual branding to verbal branding and cultural branding. Our team combines strategy and creativity to build living brands that are not only beautiful, but also effective. Whether you need a brand refresh or a brand new identity, we can help you shape your vision and bring it to life with creative design. Sondo is more than just a design agency – we’re a problem-solving partner who can help guide your organisation to its dream destination.