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Brand: Identity, Positioning and Perception

A brand is not a logo but how a business is recognised and remembered. Here are our articles on identity, positioning, colour and how a website shapes brand value.

Yevhen Borovoi Founder | CEO

Valeriya Chumachenko M&A Advisor | Investment Analysis | Business Strategy

Iryna Nechaieva Marketer | SMM Strategist | Targetologist

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Latest 04. 11. 2026 · Design

Who Decides a Brand Identity? Two Projects, Two Opposite Answers

At SHTAYER the founders brought the idea. At Nico Juliany it came from us, with a flourish from my signature. What makes an identity strong?

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Who decides what the brand is

At SHTAYER the founders brought the idea, at Nico Juliany it came from us: two projects and two opposite answers are in Who Decides a Brand Identity?. How a hotel textile supplier became a consumer brand, and why the brand had to be built around the business rather than a new logo, is in the case SHTAYER: Building a Brand for a New Generation.

Positioning

Positioning is not a slogan or a niche. Seven questions, a formula and a real case for writing a position customers can repeat: Brand Positioning for Small Business. An old brand is not wrong because it is old, and what to keep, evolve, replace or test is in When Not to Rebrand.

Colour, design and value

A red Ferrari and a Black Rose Corvette on the same street: why colour decides whether a brand is recognised or merely noticed, in The Same Car in Another Colour Is Another Car. A visual judgment forms in 50 milliseconds and shapes trust and revenue: How Website Design Affects Perceived Brand Value. Cheap rarely means ugly, it usually means undecided: Why Some Websites Look Cheap. What 30 leading home pages share and why sites converge: Why All Websites Look the Same.

Luxury and heritage

We measured fonts, buttons, motion and page weight on nine luxury brand sites: We Measured Nine Luxury Brand Websites. What is worth passing on, and why a thing you own outlasts a subscription you rent: What We Leave Behind.

Cost

A brand identity with us starts at $5,000, an identity system costs $10,000 to $20,000, strategy and identity together from $15,000. US market price ranges and the costs nobody puts in the quote: How Much Does a Brand Identity Cost in 2026?.

How to work with us

Identity: brand identity. A website in the brand's character: website design. Not sure where to start: strategic session.