Frequently asked questions, answered.
The Brand Case builds brands as integrated systems — connecting business, strategy, messaging, identity, application, and how the brand gets managed over time.
Depending on what already exists, that can mean establishing the strategic foundation, building the complete brand system, or helping an existing system stay consistent and further develop with the business.
I mainly work with founders, CEOs, and marketing or brand leaders at startups, scale-ups, and small to medium-sized businesses.
Usually, the business or offering is already at least somewhat established or proven, but the brand doesn't exist yet, was built in separate pieces, hasn't kept up with business development, or needs a stronger system behind it for where the business is supposed to go.
No, not at all. We can start with a free 30-minute consultation where you tell me what's happening with the business and/or brand, what already exists, and what you're looking to change.
From there, I can help identify what actually needs to be done and where the work should start. You don't need to diagnose the problem, prepare a finished brief, or know which collaboration is right for you before getting in touch.
Both. I work with businesses building a brand and its system from the ground up as well as businesses rethinking or developing an existing one.
That might mean repositioning or completely rebranding the brand, rebuilding parts of the system, filling important gaps, or creating a more coherent structure around work that already exists.
And sometimes, the brand itself doesn't need to change at all. It might already be strong, but the system behind it could better support what the business needs.
Yes. If design, a website, a campaign, or another application is part of the brand system I'm developing for you, I can include it in the project. Creative and brand direction for ongoing campaigns can also be part of a retainer collaboration.
For specialist production such as web development, photography, film, complex animation, or larger campaign production, I work with external specialists from my network rather than doing that work myself. Their work is scoped separately, but I can bring in the right people and manage their part of the project, so you don't have to find and coordinate them yourself.
Always. The Brand Case is a one-person, specialized studio, so you work directly with me throughout the project, from the first strategic decisions through to how the brand is built and implemented.
Where specialist production is needed, I can bring in and work directly with trusted specialists from my network while continuing to manage the project, without adding an account or feedback layer between us.
Brand Sprint projects are typically €4,500–€5,500, and Brand World projects €14,500–€18,000, plus VAT, depending on the exact complexity and scope. The Brand Growth Retainer starts at €1,200 per month plus VAT and is scoped around the level of ongoing responsibility your brand needs.
One thing that's important to me when it comes to pricing is that you're paying for the work and outcome we agree on, not a number of hours. You know what I'll deliver and what it will cost before we start, so you're paying for a defined result rather than time without a clear outcome or benefit attached to it.
A Brand Sprint project usually takes 3–4 weeks, while a Brand World project typically runs for 8–12 weeks. A Brand Growth Retainer is an ongoing collaboration with a minimum initial period of 3 months.
Exact timing depends on the scope of the project, but also on how many people are involved in the decision-making and feedback process and how quickly feedback and approvals can happen along the way. We'll establish a realistic timeline and roadmap before the project starts.
Yes. If you continue into a Brand World project within 8 weeks of completing a Brand Sprint project, the full Brand Sprint fee is credited toward the Brand World project, since the Brand Sprint work usually forms the first step of the Brand World.
That means a Brand Sprint can work as a standalone strategic collaboration or, if needed, become the foundation for building the complete brand system.
No, that's not necessary. I actually prefer to start with a free 30-minute consultation where you can tell me what's currently happening with your business and brand, what might have changed, and where you want the brand to go. Plus, it gives us a chance to get to know each other a bit before working together.
But of course, if you already have a brief, existing brand material, or anything else you think would be helpful for me to see beforehand, you're very welcome to send it over. I'll review it before we speak and take it into account when preparing for our conversation.
You can start your brand case by booking a free 30-minute consultation with me. We'll use that time for you to tell me a bit about your brand, where you want it to go, and any challenges or opportunities you've identified. It also gives us a chance to get to know each other a little.
If we both feel there's a fit, I'll scope the collaboration based on what we discussed and send you a proposal outlining the work, timeline, and cost. You can then review everything before deciding whether you want to move forward.
For project-based collaborations, 50% is invoiced at the start of the project and the remaining 50% before the final deliverables are handed over.
Brand Growth Retainers are invoiced in advance for each billing period. For the initial 3-month period, this means the first 3 months are invoiced upfront. After that, the retainer is invoiced monthly in advance at the beginning of each month.
The exact payment terms are set out in your proposal and depend on the collaboration. You'll know the complete project fee and payment schedule before the project starts. Payments are made by bank transfer.
I work with businesses across the DACH region as well as English-speaking markets. My collaborations are set up to work remotely, so we don't need to be in the same city or country to work together.
If you're based in or around Frankfurt or Berlin, working together in person can be arranged where and when it makes sense for the project.
The Brand Kit is a growing collection of tools, templates, courses, and in-depth resources for developing your own brand-system-building capabilities.
It covers all parts of brand building, from positioning and strategy to identity, implementation, and management, so you can deepen your understanding of branding as a whole or find a practical resource for something specific you're working on.
The Brand Kit is for anyone who wants to develop their knowledge of branding and their ability to work on brands, whether you're building your own brand, working on brands for others, or simply want to learn more about the subject.
That can include founders, in-house brand and marketing teams, designers, strategists, consultants, and others involved in building and managing brands.
No. You can use The Brand Kit in two ways: follow the structured learning path when you want to develop your knowledge more broadly, or go directly to a topic or resource when you already know what you need.
No. All articles are free, while tools and templates include both free and paid resources. Courses are paid, but selected lessons are available for free so you can preview the content before purchasing.
If you want access to the complete Brand Kit, you can also purchase everything together. The price is based only on the resources that would normally be paid, so you're not paying extra for resources that are already available for free.
Once your purchase or free download is complete, access is sent to the email address you provided during checkout. Depending on what you purchased, that email will give you everything you need to access your resource.
The Brand Kit resources are licensed for your own personal use. You can use what you learn with them in your own work, but the resources themselves cannot become shared company resources, be distributed to clients, or be incorporated into your own products, services, methodologies, or resource libraries.
They also cannot be copied, redistributed, resold, sublicensed, or otherwise made available to others commercially. Your access is provided on a lifetime basis, but that access may be revoked if these terms are violated.
The Brand Read is an every-other-week email newsletter on building, managing, and growing brands.
It covers relevant brand news, industry developments, research, and practical insights into the decisions and challenges that come with understanding, building, and managing a brand.
Topics span the entire brand system — from positioning, strategy, and identity to implementation, management, and how brands develop over time.
Some issues respond to what is happening in branding, both within the branding industry and in how brands are built across industries, while others take a closer look at a specific question, idea, or practical challenge in brand building.
A new issue of The Brand Read is published every other Thursday.
Yes. The Brand Read is free to subscribe to and delivered directly to your inbox.
The Brand Subscription will launch in 2027.
It will give you unlimited access to the whole The Brand Case ecosystem through one single subscription.
Tell me about the idea you want to turn
into a brand, or the brand you want to
turn into a system.