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Brand Strategy & Positioning for Startups
The foundation of every brand: what your startup stands for, for whom – and why people should choose you over the competition.
Updated: September 2026
Before a logo is designed, good agencies clarify the strategy. It makes every later decision faster: name, design, website, pitch deck. For startups it is also the basis for investor meetings and the first hires.
Questionnaire: Brand strategy & positioning
The more precisely you answer, the more precise the quote – without follow-up calls. Required questions are marked.
What's included
Positioning & value proposition
€2,400 – €8,000One sentence that says who you are, who you serve and what you do better – plus the value proposition. Result: positioning statement and core message.
Identity workshop with the founding team
€3,200 – €6,400A half- or full-day workshop in which the founding team defines values, goals and brand personality – facilitated by the agency, on site or remote.
Brand audit / brand check of the existing brand
€1,600 – €6,400Analysis of the existing brand: what works, what doesn't, where is it inconsistent? Useful before a rebrand or after a pivot.
Market, competitor & customer research (early adopters)
€2,400 – €8,000Research on market, competitors and customers – including interviews with early adopters. Result: competitive map and positioning opportunities.
Purpose, vision, mission & values
€1,600 – €4,800Why your startup exists, where it is heading and which values guide the work – written so that team, customers and investors understand it.
Personas & customer journey
€1,300 – €4,000Profiles of your key customer groups and their journey from first contact to purchase. The basis for website, marketing and sales.
Brand story & storytelling
€1,600 – €4,800The story of your brand: starting point, problem, solution, vision. For the website, the pitch and PR.
Brand architecture & product brands
€3,200 – €12,800How company brand and product brands relate (masterbrand, sub-brands, endorsement). Important as soon as products or markets multiply.
Business plan & business model
€3,200 – €12,800Business model, target markets, revenue logic and milestones – structured and investor-ready.
Brand measurement & KPIs
€2,400 – €8,000Metrics to see whether the brand works: awareness, perception, enquiries, referral rate. With a measurement plan and dashboard proposal.
Change & transformation (growth, pivot, M&A, exit)
€4,800 – €24,000Support when the startup changes fast: rapid growth, pivot, merger, acquisition or exit – bringing brand, communication and people along.
Destination & lifestyle branding
€8,000 – €40,000Specialist disciplines: brands for regions and tourism (destination branding) or emotional lifestyle brands that people experience, not just see.
Guide price: Guide value for agencies and studios, excl. VAT, printing, production and third-party costs.
How it works
Briefing
Goals, situation and documents are reviewed.
Research
Market, competitors and customers are analysed.
Workshop
The founding team works out the foundations with the agency.
Strategy paper
Positioning, values and messages are documented and presented.
Duration: Positioning for a startup: usually 3–6 weeks. With customer interviews and brand architecture: 6–12 weeks.