BRAND STRATEGY & CREATIVE
At TMS, we understand that successful brand strategy and creative campaigns are built on a foundation of insightful planning and that great creative ideas are only as good as the strategy behind them. That’s why we prioritise creating a strong strategy that is based on data-driven insights to ensure that your brand’s message reaches and resonates with your target audience. We know that a strong strategy and creative idea are the keys to delivering successful results, which is why we are dedicated to working closely with our clients to understand their business goals and objectives. Our team is passionate about developing campaigns that drive engagement, increase brand awareness, and ultimately lead to business growth.
FREQUENTLY ASKED QUESTIONS
What does brand strategy development include?
Brand strategy is the foundation that everything else is built on. At TMS, our process includes consumer and competitive research, brand positioning development, target audience definition, brand personality and tone of voice, visual identity guidelines, messaging framework, and an implementation roadmap.
Crucially, we don’t work in isolation. We bring our clients into the process at every stage. Brand strategy works best when it’s genuinely collaborative, drawing on the organisation’s own knowledge of its customers, competitors, and ambitions. The best outcomes come from a shared process, not a document handed over at the end.
How long does brand strategy development take?
A comprehensive brand strategy project typically takes 6–10 weeks, covering research, stakeholder workshops, strategy development, creative concepting, and guideline documentation. The timeline is shaped by the depth of research required, the number of stakeholders involved in alignment, and whether brand identity development runs in parallel. We’ll agree a clear timeline at project kickoff.
What's the difference between brand strategy and creative execution?
Brand strategy defines what you stand for, who you’re talking to, and how you differentiate from competitors. Creative execution brings that strategy to life through visual identity, messaging, packaging, campaigns and content. Strategy always comes first and guides every creative decision that follows.
Without a clear strategy, creative work risks being inconsistent, off-target, or unable to scale. With it, every execution reinforces the same brand story, building recognition and trust over time.
Do you conduct brand research?
Yes. We conduct qualitative and quantitative brand research including consumer interviews, focus groups, competitive audits, and category analysis. Research informs positioning decisions and validates strategic direction before significant investment is made in creative development.
In some cases, we also test initial creative territories or messaging themes at the research stage, gauging consumer reactions to different directions before committing to a full creative development process. This can be a cost-effective way to de-risk key decisions.
Can you rebrand an existing FMCG product?
Yes. We manage rebrands from strategy through to packaging redesign and market relaunch. This includes packaging architecture review, a visual identity refresh or full overhaul, a transitional strategy for phasing out legacy materials, and retailer and consumer communications to support the change. We take care to ensure the rebrand doesn’t disrupt existing brand equity while creating the conditions for future growth.