See our branding work in the showreel:
1000+
brand platforms, visual identities and brand books
14 years
in business, working since 2012
5 minutes
average response time to inquiry
Gromov Branding in numbers
100%
tailored brand platform
What is included in brand platform development
Strategic core
— The essence of the brand
— Target audience and their motivations
— Mission
— Vision of the future
— Brand values
Brand character and voice
— Brand character
— Brand archetypal code
— Tone of voice
— Key messages
We test the proposed ideas through customer research, so the platform reflects what resonates with your audience.
We help the team and contractors understand the platform.
You don't waste time explaining — the document speaks for itself.
You don't waste time explaining — the document speaks for itself.
Platform ready for implementation
01
Document in two formats — for printing and for internal team resources
02
Clear language without strategic jargon — the team uses it immediately
03
We support the presentation of the platform for the team and contractors
04
The platform immediately becomes the foundation of the corporate style, website, and advertising
Brand platform projects
Margin increased by
- Custom development
- In-depth interviews
- Brand Platform
- Corporate Identity
- Modular systems
- Brand typography
- Color coding
- Packaging
- Brandbook
160 million ₽
What we did:
Turnover increased by
1,9 billion ₽
What we achieved:
Margin increased by
- Custom development
- In-depth interviews
- Brand Platform
- Umbrella branding system
- Corporate Identity
- Modular systems
- Brand typography
- Color coding
- Packaging
- Brandbook
112 million ₽
What we did:
Turnover increased by
1,8 billion ₽
What we achieved:
Discuss brand platform development
Tell us about your project — we’ll respond within 5 minutes and offer a solution within your budget.
With a brand platform, you will be able to build a consistent image with stable associations. Evoke necessary emotions. Be remembered.
Create a brand with character
03
Consistent communication of values increases audience loyalty, improves reputation, and raises sales to a new level.
Support customer acquisition and business growth
01
We will capture key meanings so that you can consistently form a recognizable image at every touchpoint.
Increase recognition
02
A brand platform helps create an emotional connection between the brand and consumers, which contributes to building brand loyalty and trust.
Stand out from competitors
05
A strong brand platform allows a company to effectively protect its brand and unique advantages from competitors' copying.
Brand protection
06
A solid emotional connection brings a high level of engagement and interest. Customers who love the brand prioritize loyalty over rationality.
Connect with the consumer
04
What problems does a brand platform solve?
Why the platform can be trusted as the basis of the brand
How does it work?
- We analyze the market and competitors' positioning to find a distinct direction for your brand
- We conduct in-depth interviews with representatives of your target audience
- We formulate hypotheses and test them on real responses before finalizing them in the document
Why is this important?
A platform written without verification usually repeats common phrases that any competitor has: 'quality', 'individual approach', 'customer orientation'. Such formulations do not distinguish the brand and do not help the team make decisions.
A platform built on real market and audience data becomes a working tool: the team understands why exactly these values and tone were chosen, and can rely on the document when facing any new task — from an advertising post to hiring an employee.
A platform built on real market and audience data becomes a working tool: the team understands why exactly these values and tone were chosen, and can rely on the document when facing any new task — from an advertising post to hiring an employee.
We do not come up with formulations 'from the top of our heads' and do not fit them into a template. Each thesis of the brand platform — from mission to archetype — goes through real research: market analysis, competitor review, and conversations with your target audience.
If the positioning hypothesis is not confirmed in the customer development process, we do not include it in the document simply because it sounds nice. Only what truly resonates with people who will buy your product makes it into the platform.
If the positioning hypothesis is not confirmed in the customer development process, we do not include it in the document simply because it sounds nice. Only what truly resonates with people who will buy your product makes it into the platform.
What is a brand platform?
A brand platform is a strategic document that captures the essence of the brand: why it exists, how it differs from competitors, and how it should communicate with the audience. This is not a creative formality, but a working tool that designers, copywriters, marketers, and company employees rely on.
A good brand platform solves three tasks at once:
McKinsey research shows: companies with a strong, consistently applied brand generate significantly more revenue than competitors without a clear strategy. A brand platform is not a cost, but an investment with measurable returns.
A good brand platform solves three tasks at once:
- helps differentiate from competitors
- forms an emotional connection with the audience and serves as the foundation for the brand style
- advertising and communications for years to come
McKinsey research shows: companies with a strong, consistently applied brand generate significantly more revenue than competitors without a clear strategy. A brand platform is not a cost, but an investment with measurable returns.
Brand platform elements
The essence of the brand
One phrase that explains why a customer should choose you. We find this phrase not through a catchy slogan, but through consumer insights: what really matters to your customer when choosing, and where you are stronger than competitors. Without this phrase, every department in the company explains the product's value differently — and confuses the customer.
Target audience
Not 'women 25−45' — this tells nothing to the team about how to communicate with them. We uncover real motivations, fears, and habits through customer development: why a person chooses you over a competitor, what stops them from buying, what words they use themselves when describing their problem. This is the portrait that marketers then use for advertising and sales managers on calls.
Mission
Not a slogan for the website, but a filter for decisions. A well-formulated mission answers the question 'why we do this' when the team chooses between two product development options. It also helps hire people who share the company's goal, not just any job.
Vision of the future
Where the brand is heading in 3−5 years — ambitiously, but without fantasy. Vision is needed not for a beautiful presentation to investors, but to ensure today's decisions (which product to launch, with whom to partner) move the company in one direction, not in different directions every quarter.
Brand values
Not the abstract 'quality' and 'innovation' that every other company writes about itself. We find specific principles by which the brand is actually willing to guide itself even in an unfavorable situation — for example, to refuse a profitable client if he does not meet the standards. It is precisely such values that are remembered and inspire trust.
Brand character
If a brand is a person with whom a client communicates, then what is his character: a serious expert or a friendly helper, a bold rebel or a calm professional? Character literally defines everything — from how advertising sounds to whether the brand jokes in social networks.
Brand archetypal code
People unconsciously read brand archetypes in seconds — Hero, Sage, Rebel, Lucky Guy. A correctly chosen archetype creates instant recognition and trust even before a client has read a single word about the product. An error in the archetype and the brand conflicts with itself: a serious product with an unserious presentation loses trust.
Tone of voice
Rules for a consistent brand voice: whether the language is formal or informal, when humor is appropriate, and how much detail to include. These guidelines help writers and suppliers maintain the same voice across newsletters, advertising and customer support.
In a 5–10 minute call, we'll discuss how a brand platform could support your business
We'll show 2−3 positioning directions for your business
Free | No obligations | We respond within 5 minutes
We'll show 2-3 strategic directions. We'll explain how this works in business
We'll outline the timelines and cost
We'll answer all questions
We'll outline the timelines and cost
We'll answer all questions
The platform exists. But does it work?
PROBLEM
The brand develops spontaneously
Every decision — logo, website, advertising — is made separately, without an overall logic
In the end, the platform exists.
Effect — none.
Effect — none.
The brand is not memorable, the team still disagrees about positioning, and decisions remain subjective
The team speaks different languages
The marketer thinks about sales, the designer — about aesthetics, nobody checks against the strategy
The brand is not memorable
Without clear positioning, the message gets lost among competitors
New employees and contractors start from scratch every time
There is no document that explains what the brand is and how to work with it
We are building the platform as a working tool, not as a document for the archive
So that it works: sets one logic of decisions, accelerates the team's work, and helps sell
We work with companies that care about results, not just 'beautiful formulations'.
The brand platform should work for the business and increase sales,
not be a document for the archive
SOLUTION
The team checks against one document for any decision
No need to argue each time what fits the brand and what doesn't
Fewer approvals
The brand is recognizable everywhere — in advertising, on the website, in presentations
The solution already exists — no need to reinvent it every time
Trust grows
Contractors and new employees immediately understand how to work with the brand
Fewer revisions and explanations at the start
Fast onboarding
Positioning strengthens perception, not just 'sounds good'
Influences customer choice
It's easier to sell at a higher price
New materials are created quickly without unnecessary questions
The platform provides clear criteria — the designer and copywriter immediately know what is allowed and what is not
Time saved for the team
Common questions before developing a brand platform
DOUBTS
DOUBTS
HOW WE SOLVE THIS
What if no one uses the platform after delivery?
✓ We deliver the document in two formats
and present it to the team, explaining how to apply each section
We have already written the mission and values ourselves — why pay an agency?
✓ We test the wording through customer research
we test on real audiences, not leave as generic phrases
How will you use this after the project?
✓ We compile a clear system:
the document and presentation that can be used without us
What if the business changes and the platform becomes outdated?
✓ The core changes rarely
Mission, values and character — that's what remains stable. Tactical elements (tone of voice, messages) we review without rebuilding the entire strategy
Who will ensure that the platform is actually used?
✓ We help build control within the team
We show how to check new materials for compliance with the platform so that the brand does not disintegrate over time
How much will this really cost in the end?
✓ We agree on the scope and budget in advance
without hidden additional payments during work
Stages of brand platform development
Overall duration: from 7 to 90 working days depending on the package
We form a working group on both sides, identifying your key decision-makers and our leads for strategy, research and design.
We distribute roles and areas of responsibility so that at each stage it is clear who makes decisions and who is responsible for the result — without losing time on approvals.
We distribute roles and areas of responsibility so that at each stage it is clear who makes decisions and who is responsible for the result — without losing time on approvals.
Result:
- Composition of the working group from your side and ours
- Who makes final decisions on formulations
- Communication channels and format of regular calls
- Meeting schedule for the entire project duration
Team formation
We hold a joint workshop with the people who define the company's philosophy and values, usually the founder or senior management, together with our strategist and art director.
At the workshop we formulate business tasks, identify important messages for you, and set the direction for all further development — so we don't waste weeks on rework due to misunderstanding at the start.
At the workshop we formulate business tasks, identify important messages for you, and set the direction for all further development — so we don't waste weeks on rework due to misunderstanding at the start.
Together, we answer the key questions:
- Why does the company exist and where is it heading?
- What do you want customers to feel when interacting with the brand?
- Which values are immutable for you and which can you sacrifice for growth?
- What tasks should the platform help with (sales growth, hiring, scaling)?
Brand platform workshop
We analyze the market and positioning territories already occupied by competitors. We study what meanings and values they communicate in advertising, on websites and in social networks — so that your platform does not repeat others' formulations and really sets you apart from other players.
We also look at competitors' weak points: territories they declare but do not confirm with real actions — this often opens a free niche for positioning.
We also look at competitors' weak points: territories they declare but do not confirm with real actions — this often opens a free niche for positioning.
Result:
- Market positioning map — who occupies what
- General industry stereotypes to avoid
- Positioning opportunities not yet occupied by competitors
- Strengths and weaknesses of key players
Competitor research
We conduct customer development — in-depth interviews with representatives of your potential audience. We identify not what people say about the ideal product in theory, but what really influences their choice: motivations, fears, habits, comparison criteria.
We segment the audience and describe the portrait of the main representative of the target segment — the one for whom the brand speaks first and foremost.
We segment the audience and describe the portrait of the main representative of the target segment — the one for whom the brand speaks first and foremost.
Result:
- Real motivations and selection criteria of the audience
- Fears and objections that prevent purchase
- Key audience segment portrait
- Formulations that the audience itself uses to describe their problem
Target audience research
Based on the results of market, competitor and audience analysis, we formulate a positioning strategy. We define the brand's essence — that one phrase that explains why the client should choose you.
We describe the brand's character: if the brand were a person, how would it be in communication with the client. The character determines the tone of all further communication — from advertising to customer support responses.
We describe the brand's character: if the brand were a person, how would it be in communication with the client. The character determines the tone of all further communication — from advertising to customer support responses.
As a result:
- Brand essence in one phrase
- Positioning relative to competitors
- Brand character and archetype
- The key emotion the brand should evoke
Brand platform concept development
We gather all elements — the brand's essence, mission, values, character, archetype, and voice tone — into a single coherent document. We formulate the brand's key messages: what and how it communicates in different situations and channels.
At this stage, we check that all platform elements are logically connected to one another and do not contradict each other — for example, that the stated values correspond to the chosen archetype and voice tone.
At this stage, we check that all platform elements are logically connected to one another and do not contradict each other — for example, that the stated values correspond to the chosen archetype and voice tone.
As a result:
- Final formulations of mission, vision, and values
- Tone of voice guidelines for different channels
- Key messages for communicating with the audience
- Coherence of all platform elements with each other
Bringing the brand platform together
We present the completed platform: we show the logic behind each decision — where we started from, what we verified in the research, why we chose these particular formulations rather than others.
We coordinate the final formulations in the document with you and explain how to use the platform in real team work — when assigning tasks to designers, writing advertising copy, hiring new people.
We coordinate the final formulations in the document with you and explain how to use the platform in real team work — when assigning tasks to designers, writing advertising copy, hiring new people.
During the presentation, we will answer your questions together:
- How to use the platform in daily team tasks?
- How to explain the platform to new employees and contractors?
- What to do if a situation arises that is not described in the document?
- How to maintain the platform's relevance as the business grows?
Brand platform presentation
Cost of brand platform development
Brand platform deliverables
PDF file:
- Full brand platform document
- All 8 elements: brand essence, mission, values, character, archetype, voice tone
- Recommendations for applying in team work
What is included:
- Full market and competitor analysis
- Findings from target audience research
- Key messages for different communication channels
For printing and electronic transfer.
For placing on your internal resources.
What is the brand platform for?
The brand platform solves several tasks at once:
- Set a unified direction for all brand decisions
- Accelerate the work of designers, marketers and new employees
- Differentiate the brand through its meaning as well as its appearance
- Lay the foundation for corporate style and communications
- Form an emotional connection with the audience
When a business needs a brand platform
A brand without strategy works on luck, not on regularities. We analyze the moment when a brand platform stops being a desire and becomes a necessity.
Only the founder understands the brand
Any decision — from button color to tone of an ad post — goes through one person, because only he 'feels' what fits the brand. When he goes on vacation or hires a marketer — decisions start to contradict each other, because there is no fixed logic anywhere except in his head.
Two consecutive contractors made two different brands
The designer creates a premium, restrained website while the advertising specialist launches low-cost, meme-led ads. Without shared rules, the two approaches contradict each other and confuse customers.
Expanding into new regions or franchising
A new point opens in another city — and the branch owner redesigns the signage and social media posts 'to their taste', because there is simply no document that explains the essence of the brand. Within a year, the network has ten versions of the same brand, which visually and in meaning dispute with each other.
A competitor with a similar product is more recognizable
The product is not worse, the price is not higher, yet customers somehow choose the competitor. Often the issue is not with the product: the competitor has clear positioning, while you have just good service without a clear answer to the question 'why us and not them'.
A brand platform that works at all levels
For us, it's important that after the work is completed, the platform is easy to use in real daily tasks — not just opening a document once a year before a rebranding.
That's why we don't just record the formulations, but also explain the logic behind each decision: why exactly this archetype was chosen, where exactly this tone of voice came from, how to apply values when hiring, in advertising, in negotiations with partners — and what to do if the situation is not described in the document.
That's why we don't just record the formulations, but also explain the logic behind each decision: why exactly this archetype was chosen, where exactly this tone of voice came from, how to apply values when hiring, in advertising, in negotiations with partners — and what to do if the situation is not described in the document.
Each project is a team effort, where each role plays an important part in creating a strategically accurate and functional brand platform:
Brand Strategist
Conducts interviews with you and your audience, analyzes the market and competitors. Formulates the essence of the brand, mission, values, and positioning so that they are based on real data, not assumptions.
Art director
Oversees development, monitors project integrity. Checks that the character, archetype, and tone of voice do not contradict each other and form a unified brand image.
Designer
Formats the final platform document — presents it in a way that makes it convenient to use in presentations, in work with contractors, and within the team.
Project Manager
Coordinates the team's work, monitors deadlines, and communicates with you at every stage to ensure all tasks are completed on time and in line with your wishes.
Who develops the brand platform
Frequently Asked Questions
How much does brand platform development cost?
From 90 000 ₽ for the basic package (brand essence, mission, values, character). Full platform with custom development — from 190 000 ₽. Platform + corporate identity + brand book turnkey — from 490 000 ₽.
How long does development take?
From 7 days for the basic package to 90 days for a full turnkey development.
What is the difference between a brand platform and a brand book?
A brand platform is a strategic document: brand essence, mission, values, positioning. A brand book is applied: how to use the logo, colors, fonts. The platform is created first and serves as the basis for the brand book.
What is the difference between a brand platform and a brand strategy?
The platform captures the core of the brand — who it is and how it communicates. Strategy is a broader business tool: market analysis, competitive positioning, audience outreach plans. Often the platform is part of the strategy, but it can also be ordered separately.
Is a brand platform necessary for small business?
Yes, if you plan to grow systematically: the platform helps make consistent decisions at all stages — from hiring to advertising — and avoids rebuilding the brand from scratch when scaling.
Can I commission a platform without a visual identity?
Yes, the platform is a standalone service. After that, you can order a logo, corporate identity, and brand book separately.
Who participates from the client's side?
The founder or the person making strategic decisions — for the workshop and presentation. It is also useful to have a marketer participate if one is on the team.
In what format is the result delivered?
A PDF document for printing and presentations plus a version for internal team resources.
What do I need to prepare before starting the work?
Nothing needs to be specially prepared. During the workshop, we clarify everything about the company, product, audience, competitors, and goals.
Stanislava S.
They did more than they were supposed to, were inspired by the idea, and demonstrated coordinated teamwork. I express my gratitude on behalf of myself and my team. The project was led by Leonid Titov.
I recommend them to anyone tired of contractors who disappear before the deadline, or unresponsive designers who ignore feedback and insist on their own vision.
Agency 'Zerna'
The guys definitely know what client orientation means. The logo is simply amazing, really memorable. I am grateful to them for everything. The result is impressive!
Gamine
I recommend to anyone who wants to make the packaging of their business, their community, or their brand, to boldly approach the team from Studio Sarhan Gromov.
Alexander Peregudov
I especially like that they explain everything to you — the idea, the concept, the proportion, the fonts; that I myself understand what my brand is associated with, with whom and in what context.
Oleg Graf
We have worked with the studio since 2020. They created an excellent logo for our cosmetics brand. We are delighted, and so are our European partners!
Irina K.
Client reviews of our brand platform and branding work
What is usually ordered together with the brand platform
Send us an inquiry and we will arrange a phone or video consultation at a convenient time.
- Leonid TitovCo-founder of the agency
- Nicol ZiminDirector of Communications
- Artem GromovManages key clients