Every branding project begins with a kick-off and a Discovery workshop—a full- or half-day immersive experience with exercises we’ve honed over nearly a decade. Our goal: to pull the red thread of what makes you truly you. It’s the foundation for all of our work together, and essential for building trust through the process. We won’t settle for just talking about what you do. We’re interested in Why—and so are your fans.

The strongest brand strategies start with the voice of your audience. Our qualitative brand research connects you to your customers or stakeholders—with probing non-biased interviews and focus groups. We codify and analyse the data, and pair it with our always-on industry immersion to distil insights and craft an actionable brief to your brand.

Our Signature Whitespace Strategy finds the unclaimed gap in the market and gives you a roadmap to make the space your own—to meet the customer needs no one else is serving. We pair a competitive market review with your strong vision to articulate a crystal clear north star. We’ll also fine tune your values, audience groups, brand muse and personality.

Unlike many creative agencies, Monday was founded by a team of brand copywriters. We know that brands with die-hard followers have their own vernacular that breaks through the clutter. It’s memorable, ownable, and rooted in strategy. We identify your brand pillars and shape them into key messages and taglines that are  100% you, with a little Monday magic on top. That’s when your fans buy in and start to spread the word for you.

Your visual identity sets the vibe, but real brand personality shines through your verbal identity. We define the human attributes of your brand, and give them a voice that’s uniquely you. We document it in a how-to guide so any writer can replicate it—letting you scale with powerful consistency and make any touchpoint a branded moment. This layer of linguistic magic separates cult-brands from commodities.

Great brands are not for everyone. They have a perspective and a target. They know exactly who they are talking to—and as importantly, who they are not for. Customer or audience personas create this bulls-eye to aim for—whether you’re in marketing, ecommerce product development, merchandising or customer service. Our personas get everyone on the same page  and make your focus indisputable. When we roll this into an audience journey map, your go-to-market strategy writes itself. 

If your brand is broad and far reaching, or has been in the market for years, it may be time for finetuning. We help you right the course—refining your brand architecture, naming systems, hierarchies or developing systems for sub-brands. We apply our brand strategy process to strategic styling exercises, new product roadmaps and new category launches.