Positioning, messaging and a creative guide so every ad, email and chat sounds like your brand. Everything else is built on top.
- ResultA brand that's recognizable in every channel
- CadenceReady in the first 3 weeks; adjusted as we learn
Your brand isn't only written by your designers anymore: Meta, Google and AI agents write it too. Without clear rules, they'll guess.
- Your ads, site and WhatsApp don't look like the same brand or promise the same thing
- Every designer, vendor or AI tool interprets your brand its own way
- You're about to invest in your name and don't know if it's registered or already used by someone else
How we work
- 1InventoryWe gather logo, ads, site, WhatsApp chats and reviews, and flag what customers already recognise and what contradicts itself.
- 2PositioningAlternatives, differentiators, ideal customer and promise, checked against what your sales team hears when deals close or fall through.
- 3RulesEverything becomes checkable rules with do and don't examples, loaded into your brand library, Meta and Google.
- Brand guide and agent versionWhen the definition closes; versioned with every changeBrand library
- Each piece checked against the guideBefore it's publishedComments on each piece
Humans + AI agents, led by a human.
Your Plugo team decides
A specialist sets the strategy, approves every piece and answers for the result.
- What customers really compare you to. It's rarely your favourite competitor: it can be the clinic around the corner, a marketplace or doing nothing. That alternative defines the category you present yourself in and which differentiator is worth repeating.
- Which distinctive assets stay fixed: colour, character, line or photo style. They hold campaign after campaign so people recognise you before reading your name; what gets tested is the message, not the identity.
- Which promises and words are banned: anything you can't prove, anything that asserts something personal about the reader (health, age, financial status) and, in health, what the health authority regulates. That list is also loaded into Meta so its AI doesn't use it.
AI speeds it up
AI agents review your accounts every day, spot what changed and prepare the improvements.
Your guide becomes rules: every piece is checked against them before it's published.
- Design
What we measure
You see it live in the visibility report in the Plugo app.
- We measureResults by message angleWhich promise sells: cost per lead and lead-to-appointment or lead-to-sale rate per angle, not per single ad.
- We measureFirst-pass approval rateShare of pieces that pass the check against the guide without changes.
- We measureBranded searchesHow many people search for your name on Google, from Search Console and your brand campaign impressions.
Pairs well with
What it looks like across industries
Questions about Brand foundations
Monthly or per project, with a scope of work (SOW) built around you.
How we build your scopeNo. We prepare the versions ads need: horizontal, icon, and for light or dark backgrounds, because Meta and Google use your logo files in their automated formats. A redesign is a separate project, quoted separately.
