Strategy and positioning
Many companies make a good product yet still stumble when a customer asks how they differ from rivals. Sinh Vũ builds clear positioning so the whole team can answer with conviction: who you are, who your customers are and why they choose you.
Is brand strategy any different from a handsome deck about vision and mission?
The difference is whether it can be used. Every positioning statement has to pass one test: if a competitor could say the same line, it is not yet your positioning. That is why Sinh Vũ researches the market and interviews real customers before writing, so your marketing, sales and product teams can pick it up and act on it right away.
Strategy produces results when it is written to be executed, not presented and then filed away.
Five phases, each clearly timed
Intake and deep brief
Sinh Vũ interviews 2-3 founders and key leaders to understand the business context, product, customer base and competitors.A Research Brief of about 20 pages
Market and competitor research
We research 5-10 competitors and interview 5-10 target customers to turn subjective impressions into evidence.Competitive Map and Customer Insights
Strategy workshop
Sinh leads a workshop with the founding team to co-create positioning, customer personas and a value proposition framework grounded in data.An agreed Strategy Direction draft
Writing and refining the documents
Sinh Vũ writes the 5 core documents and refines them over 2 rounds of feedback until each one is solid and clear.A complete set of 5 strategy documents
Activation and team training
Sinh Vũ trains your marketing and sales teams to apply the strategy to content, campaigns and pitches, with 60 days of support.A strategy your team can use day to day
What you receive
Each document comes with its file format and the reason it helps you.
One line that captures who you are, who you serve and what sets you apart, so every later brand decision stays consistent.
The 3 most important customer groups, so your team writes content and closes deals with the right people and the right pain points.
A clear mapping of the value you provide against your customers' pain points, put in language customers understand.
A footing to hire for the right culture, keep good people and make consistent decisions even in hard moments.
A quarter-by-quarter execution map, so your team knows what to do first, where to concentrate budget and how to measure progress in numbers.
Trusted for 17 years
More than 200 brands across 16 industries have trusted Sinh Vũ to shape their identity.
Three tiers by segment
Sinh Vũ quotes by the project's scope and complexity, agrees one all-in package after hearing your brief, with no fees added midway.
Not sure which tier fits? Talk for five minutes and Sinh Vũ will point you to the right one →
- A 4-hour workshop with the founder
- A one-page positioning statement
- 1 primary customer persona
- 30 days of support after handover
- A 2-day workshop with the leadership team
- A full positioning statement with commentary
- 3 customer personas with journey maps
- A 12-month go-to-market roadmap
- 60 days of Q&A and one round of updates
- All 5 core documents at full depth
- In-depth market research
- A GTM playbook with pricing and channel strategy
- Training the leadership team plus 90 days of advisory
Before you send a brief for Strategy and positioning
You receive a set of strategy documents: clear positioning, core messaging and principles so that every later brand decision (design, content, communications) follows the same direction. These documents are the reference your design and marketing people, or new hires, work from, not a presentation that ends up in a drawer.
Talking it through internally tends to give results based on insiders' gut feeling, with little comparison against the real market and competitors. Sinh Vũ brings a structured working method, outside observation data and a perspective objective enough to point out what an internal team finds hard to see.
You do, but at a level that fits your size: a small company does not need a vast strategy, only enough clarity to avoid spending design budget on the wrong direction. Sinh Vũ tunes the depth of the work to each company's stage and real budget.
Strategy itself is not a logo or an identity, it is the map that keeps design heading the right way. If you then want the visual work, Sinh Vũ has a brand identity design service that follows straight on from this strategy document, with no starting over.
The timeline depends on scope and your company's complexity, and is agreed right at the start of the project. Your side needs a decision maker (the business owner or an authorized person) in the main working sessions, not the whole team.
Every company has its own complexity, market size and workload, so a single fixed price would be either too high for a small company or not enough for a complex one. Sinh Vũ quotes by scope so you pay the right amount for the work that needs doing.
A brand audit is a diagnosis: looking back at what already exists to name the problems. Strategy and positioning is building anew: from that diagnosis, or from scratch, setting a direction for the brand. If you are not yet clear where the problem lies, start with an audit; if it is already clear and you need a new direction, you can go straight to strategy.
The founder acts as creative director, setting the strategic direction and holding quality across the whole project. The specialist team carries out each part of the work under that direction, so the project keeps one consistent way of thinking while having the resources to deliver on schedule.
Start the Strategy and positioning service
Send a few lines about what you need and Sinh Vũ replies within the working day.