DE Discovery callCall30 min

Be recommended, not compared.

Most owners can't say in one sentence why people choose them. Their customers can. We get that sentence from them and turn it into a brand and a plan: three steps, each with a fixed price, from CHF 4,000 excl. VAT.

Discovery call

30 minutes, free, with a first draft of your positioning statement. We will get back to you on the same business day with two suggested times.

We only use your details to answer your inquiry (see privacy policy).

The three steps

BühlmattCase example

This page walks through all three steps with the branding of the joinery Bühlmatt, from the positioning statement to the 90-day plan. The company and images are fictitious; the method is real.

Price
From CHF 4,000 excl. VAT, a fixed price per step
Results
The results belong to you documents, files and templates
Schedule
The schedule is set in the offer agreed with you after the call
Start
Start with a discovery call 30 minutes, free

Signs that branding is missing

Most owners feel it before they can name it. Often there is a trigger: a new name, a succession, a new company or a price increase that the current presence no longer fits.

  • “We look like everyone else in our industry.”

    Anyone who isn't referred to you ends up comparing prices only.

  • “The print shop chose our colors years ago.”

    Since then, website, quotes and company car have told three different stories.

  • “Everyone on the team describes us differently.”

    Without one sentence on why people choose you, everyone invents their own.

  • “We do social media when there's time.”

    Without a plan, it stays at posts nobody would miss.

Why a logo, a website and posts don't work on their own

Most companies build their presence piece by piece, with different people. Each piece can be good. What's missing is the sentence everyone works from.

  • The logo from a designer

    They design what you describe to them. Why people choose you has to be worked out first.

  • The website from an agency

    Without positioning, it says what every site says: quality, experience, reliability.

  • Posts when there's time

    They appear whenever something is finished, and say something different every time.

First the sentence, then the look, then the channel.

That's how we work. The sentence comes from your customers, not from a meeting room. Logo, colors and voice grow from it, and only then do we decide where people should meet you. So website, quotes and company car tell the same story.

Three steps. You can stop after each one.

What has been created belongs to you. Branding starts at CHF 4,000 excl. VAT, with a fixed price per step in the offer. The case example comes from our sample document for the fictitious joinery Bühlmatt; in the discovery call we show you all of it.

A master carpenter checks an upper cabinet with a spirit level in a finished walnut and oak kitchen, a lake and hills in the morning haze through the large window

Positioning

Why people choose you

Afterwards your team tells the same story, and your quotes no longer have to defend the price on their own.

To get there, we talk to two or three of your customers and look at your industry. From this comes the one sentence that sets you apart, tested against reality rather than wishful thinking.

It comes with a short form, target groups in a clear order, three key messages with proof and the path to an inquiry.

Discuss positioning

“Bühlmatt builds kitchens that still fit after twenty years: planned, built and installed by a workshop you know.”

The positioning statement from the sample document, translated from German, with the short form “Kitchens that last” for vans and letterhead. Fictitious company, images generated for the sample.
Close-up of a dovetail joint on an oak cabinet, the workshop in the background

Brand

How you look and sound

Afterwards people recognize you before they read your name: on the company car, in the quote, on the website.

A visual identity that matches your work. If your logo works, we develop it further; otherwise a new one is created.

It comes with the logo and mark in all variants, colors, typefaces and imagery, a voice that sounds like you, and a brand manual with templates for quotes, letterhead and posts.

Discuss your brand

  • Walnut#3A2A1F
  • Oak#B9875A
  • Linen#EFE8DC
  • Fir#2E4637
  • Chalk#FAF8F4
Logo and colors from the sample document. The mark comes from the joint in the picture: two pieces of wood that hold without screws or glue.
Hands slide a dovetailed drawer into an oak cabinet, wood shavings on the workbench

Marketing strategy

Where people meet you

Afterwards you know where your customers should find you and what you do there every week. No channel falls asleep again.

A few channels that suit you and can be maintained, each with a purpose, a rhythm and a checkpoint.

It comes with channels and formats, a plan for the first 90 days and checkpoints instead of promises. If you wish, we carry out the plan continuously in the Premium partnership.

Discuss your strategy

Page from the sample document (in German): a quote, a website and a post by the fictitious joinery Bühlmatt, all in the same brand, with the list of templates
Where people meet Bühlmatt: quote, website and post from the sample document, in German. Principle of the 90-day plan: “Better two channels that keep running than five that fall asleep.”

What a clear sentence can be worth

Positioning isn't cosmetics. Companies that know why people choose them lose fewer quotes on price and can hold prices that match their work.

3 % higher prices on CHF 2 million in revenue are CHF 60,000 a year.

An example calculation, not a promise. Positioning starts at CHF 4,000.

Bühlmatt is fictitious, this project isn't

Bühlmatt shows the method with an invented company. Here is the same work for a real client: a page from the strategy plan for a security firm, in German.

The core comes from the owner. At the top left of the excerpt is a sentence the owner said in our conversation. It became the positioning: preparation and execution in one hand.

Below it is what follows from it. Which service belongs where, how much space each topic gets on the website, and what sets the firm apart. So nobody at your company has to guess: not your team, not your designer, not the agency that later builds your website.

We redacted the name. The client approved the page. That is how discreetly we handle all documents, including yours.

This page is a work sample too. We wrote, designed and built it, with more than ten years of experience in positioning, brands and websites.

The “Positioning” page from a strategy plan by Moontech Labs for a security firm, in German, with name and slogan redacted: a sentence from the conversation with the owner, three places with four services each, the weighting on the website and the differentiation
Strategy plan for a security firm, “Positioning” page, in German. Name and slogan redacted, shown with the client’s permission.

How it runs, from the first call to the handover

We agree the schedule with you, and it is part of the offer.

  1. Discovery call

    30 minutes, free

    You tell us where your company stands. Afterwards you receive a first draft of your statement and exactly one recommendation. Or none.

  2. Customer conversations

    two to three conversations

    We talk to customers and partners you choose, and hear why people really choose you.

  3. Draft

    with two feedback rounds

    We present the statement, brand and plan and explain every decision, not just the taste behind it. You collect feedback within your team, and we work it in over two rounds.

  4. Handover

    with an introduction for your team

    Documents, files and templates belong to you, even if you book no further step. We show your team how to work with them.

What you take away from 30 minutes, even without an order

The discovery call is free and worthwhile even if you book nothing afterwards.

An assessment of your presence
What works, what confuses customers and where you undersell yourself.
A first draft of your statement
A first version of why people choose you, by email after the call.
The whole sample document
Every page on Bühlmatt, from the positioning statement to the 90-day plan.
A recommendation, or none
Exactly one next step. If branding isn't right for you yet, we will say so.

Questions about branding

Your question isn't here? We'll answer it in the discovery call: 30 minutes, free.

Discovery call
What does branding cost?

From CHF 4,000 excl. VAT. Each step has its own fixed price, which we set out in the offer after the discovery call. A strategy workshop is fully credited if you continue within 90 days.

How much work is it for us?

Little, but not none: the discovery call, contacts to two or three customers for the conversations, your documents and feedback in two bundled rounds per step. The owner is at the table for the call, the presentation and approvals. We do the rest.

Is it worth it for a small company?

Branding is built for owner-led companies with 5 to 50 people where the owner decides. That is exactly where a lot depends on one clear sentence, because the owner often sells personally.

Why not just a graphic designer?

A designer designs what you describe to them. We first find out with your customers what needs describing. Your designer can then work with the result too.

What if we don't like the draft?

That is what the two feedback rounds are for, and we explain every decision instead of just showing taste. You can stop after any step, and what has been created belongs to you.

What does branding include?

Three steps: positioning, meaning why people choose you, tested against your customers; the brand with logo, colors, type, imagery, voice and a brand manual; the marketing strategy with channels, formats and a 90-day plan. Each step ends with a result that belongs to you.

Branding first or the website first?

If you can say in one sentence why people choose you, and your look fits: the website first, and we sharpen the positioning in the strategy workshop. If not: positioning first. In the discovery call we recommend exactly one next step.

Do I need branding if I have a Premium website built?

Not necessarily. Every Premium website is positioned: in the workshop we clarify why people choose you, as far as the website needs it. Positioning as a separate step goes deeper, with conversations with your customers, a look at the industry and messages for every channel, not just the website.

Do we keep our logo?

If it works, yes. Often a refinement is enough: the same roots, a clearer form, plus type and colors that fit together. We only recommend an entirely new brand if the old one tells a different story than your company does today.

Do we have to have the website built by you as well?

No. The results belong to you and work with any agency. If you wish, we build the website afterwards; the positioning and imagery are already in place then.

How do you become a Premium partner?

After a first project together, website or branding, or through a referral, always by invitation. In the partnership we carry out your marketing strategy continuously: social media, content, campaigns, plus all your websites. If you run several companies, you get this for all of them from a single source.

Let's talk about your brand.

Tell us in two or three sentences where your company stands. We will get back to you on the same business day with two suggested times. In the call we listen and walk you through the sample document; afterwards you receive the first draft of your statement by email.

If branding isn't the right step yet, we will say so.

PS As long as nobody can say why people choose you, price decides a little in every quote. You only notice when you add it up. A conversation takes 30 minutes.

kontakt (at) moontechlabs.ch
Moontech Labs GmbH · Cham, Switzerland

Discuss your branding

We only use your details to answer your inquiry (see privacy policy).