Project setup & strategic brief
Align objectives, stakeholders, scope, data requirements, timelines, approvals, and key business questions.
Brand Strategy & Brand Transformation Proposal
Azoz, built with clarity.
KAFU will build the strategic foundation of Azoz from business diagnosis and market evidence through positioning, identity, customer experience, communication, implementation, and the final brand playbook.
KAFU Process
Our full strategic process.
We start with a strategic brief, then move through sixteen connected workstreams. Each step informs the next so decisions are based on evidence rather than isolated creative choices.
Business and commercial diagnosis
Assess business model, revenue drivers, offers, commercial priorities, capabilities, and growth challenges.
Market and trend research
Study category dynamics, relevant trends, market shifts, cultural signals, and growth opportunities.
Customer research and evidence
Understand needs, motivations, behaviors, pain points, expectations, and purchase drivers using available evidence.
Competitive analysis
Map how competing brands position, communicate, structure offers, price, and create customer experiences.
Segmentation and targeting
Define meaningful customer segments, priority audiences, target groups, and ideal customer profiles where relevant.
Brand architecture
Structure the relationship between the masterbrand, products, services, sub-brands, and future offers.
Product and service strategy
Align the portfolio with customer needs, strategic positioning, commercial priorities, and growth opportunities.
Positioning
Define frame of reference, value proposition, reasons to believe, differentiation, strategic tension, and positioning statement.
Purpose, vision, mission, values, and culture
Build the internal brand foundation and define the principles and behaviors that should guide the organization.
Customer experience and service blueprint
Translate the brand promise into customer journeys, touchpoints, front-stage actions, and backstage operations.
Verbal and messaging strategy
Define personality, tone of voice, message hierarchy, proof points, communication territories, and verbal principles.
Visual and sonic identity
Translate the strategy into a coherent visual system and, where relevant, a distinctive sonic direction.
Digital brand experience
Define how the strategy should appear and behave across websites, platforms, digital journeys, and digital products.
Communication and content workflow
Build the system for planning, creating, reviewing, publishing, managing, and measuring brand communication.
Implementation and launch
Prioritize rollout actions, team alignment, asset implementation, launch sequencing, and key responsibilities.
Final brand playbook
Consolidate the approved strategic system into one central reference for leadership, teams, partners, and execution.
Strategic Journey
From evidence to execution.
The workstreams form one connected journey rather than isolated deliverables.
UnderstandBusiness
Market
Customers
Competition
Market
Customers
Competition
ChooseSegmentation
Targeting
Architecture
Offer Strategy
Targeting
Architecture
Offer Strategy
PositionPositioning
Purpose
Vision
Mission
Values
Purpose
Vision
Mission
Values
ExperienceCustomer Journey
Service Blueprint
Digital Experience
Service Blueprint
Digital Experience
ExpressVerbal
Messaging
Visual
Sonic
Content
Messaging
Visual
Sonic
Content
Operate & GrowImplementation
Launch
Playbook
Launch
Playbook
Deliverables
What Azoz will receive.
The final output is a practical strategic system that can guide leadership, marketing, creative, experience, sales, operations, and future brand decisions.
Strategic Brief
Business & Commercial Diagnosis
Market & Trend Research
Customer Research & Evidence
Competitive Landscape
Segmentation & Targeting
Brand Architecture
Product & Service Strategy
Brand Positioning Framework
Purpose, Vision, Mission, Values & Culture
Customer Experience Strategy
Service Blueprint
Verbal Identity & Messaging Strategy
Visual Identity System
Sonic Identity Direction
Digital Brand Experience Direction
Communication & Content Workflow
Implementation & Launch Roadmap
Final Brand Playbook
Timeline
4–5 weeks.
The schedule is intentionally intensive. Progress depends on stakeholder availability, access to required information, and timely consolidated feedback from Azoz.
Week 1
Project setup, strategic brief, business diagnosis, market research, initial customer and competitive evidence.
Week 2
Customer synthesis, competitive analysis, segmentation, targeting, brand architecture, product/service strategy.
Week 3
Positioning, purpose, vision, mission, values, culture, customer experience, and service blueprint.
Week 4
Verbal strategy, messaging, visual and sonic direction, digital experience, and communication workflow.
Week 5
Implementation roadmap, launch planning, final refinement, and the final brand playbook.
Some workstreams overlap by design. If approvals move faster, the project may close within 4 weeks;
if research, revisions, or stakeholder approvals require additional time, the schedule may extend to 5 weeks.
Investment
One strategic engagement.
The investment covers the agreed strategic scope described in this proposal.
Total Project Investment
220,000
EGP — Two Hundred Twenty Thousand Egyptian Pounds
Estimated duration: 4–5 weeks
Included in the engagement
- Research, analysis, and strategic development
- Strategic workshops and review sessions
- Brand strategy frameworks and documentation
- Identity and brand experience direction within agreed scope
- Implementation and launch planning
- Final KAFU Brand Playbook
- Final strategy presentation
Large-scale production, printing, development, paid media, media buying, specialist legal work,
third-party research costs, external production suppliers, and ongoing execution are not included
unless explicitly stated in the final signed scope of work.
Suggested payment structure:
50% on project initiation, 25% on strategic direction approval, and 25% before final delivery.
Final payment terms remain subject to the signed commercial agreement.
Collaboration
What we need from Azoz.
Strong strategy requires access to the real business. KAFU will lead the strategic work, while Azoz provides access, evidence, stakeholder participation, and timely decisions.
Access
Relevant business information, current brand assets, available research, customer information, sales and operational data.
Stakeholders
Availability of founders, leadership, and key team members for discovery, strategic review, and approvals.
Feedback
One consolidated client response at each major milestone to avoid conflicting direction and unnecessary rework.
Next Steps
From approval to kickoff.
Once the scope and commercial terms are approved, the project moves directly into setup and strategic discovery.
Approve proposal
Confirm the scope, investment, timeline, and commercial terms.
Agreement & initial payment
Complete the agreement and project initiation payment.
Project setup
Confirm stakeholders, access, meetings, communication channels, and required data.
Kickoff & strategic brief
Align on the central business questions and finalize the brief guiding the engagement.
Strategy begins
KAFU starts the business and commercial diagnosis and moves through the full strategic process.
“Strategy before execution. Evidence before assumptions. Clarity before communication.”