Creating Brand Positioning, Architecture and Identity


  • Create internal alignment through the creation of Ugam’s brand architecture, corporate positioning statement and point of differentiation
  • Identify the voice of Ugam’s customer, for strategic marketing, communication and sales opportunities
  • Refine the marketing and communication strategy, both internally and externally, for consistent messaging and actionable solutions
  • Update the corporate identity and assets to align with the company positioning and focus


  • Conduct a multi-segment competitive analysis to identify industry gaps and opportunities
  • Conduct detailed “voice of the customer” research and analysis through survey’s and interviews with key customers
  • Build out multiple opportunity assessments to determine the new brand architecture and positioning statement for Ugam. This will be embraced by management and drive the creative execution
  • Develop concepts for an updated brand identity, including name, logo and tagline
  • Create an implementation plan for internal alignment and external messaging


  • The brand perception survey resulted in a 39% response rate among customers and produced key customer takeaways invaluable to management
  • Created positioning statements and approach for multiple lines of customers. All sales and marketing   strategy, including customer communication, flows from this new brand architecture
  • Outlined the strategic direction, requirements, and communication priorities for all external elements of the Ugam brand through the creative brief


Case Study Ugam BuyWay