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Strategy, positioning & customer experience
Strategy & Positioning
that makes your market position impossible to ignore.
We (re)build your brand architecture, value proposal, product & service design, customer journeys and touchpoints. From strategy to execution, we support you in each stage with concrete plans and deliverables.
The reality
Most companies have a logo. Few have a positioning.
We start from your market, your competitors and your customers — and build the brand foundation that makes everything else easier: product decisions, pricing, sales conversations and growth.
A first 30-minute conversation with the founders is often enough to know where to start. Book a slot.
For who
Building something new
Your brand no longer fits
Multiple products, no clear logic
Entering a new market
Situation 1
Building something new
We define what you are and how to launch it.
New company, new product or new market. We define what you are, who you're for and how to price and launch it — before you spend on acquisition.
Situation 2
Your brand no longer fits
We reposition the brand around who you've become.
You've grown, pivoted or expanded. The positioning stayed the same. We redefine what your brand stands for so it matches your ambition — and your market.
Situation 3
Multiple products, no clear logic
We structure your portfolio so every product has a role.
Customers are confused. Sales don't know what to lead with. We structure the portfolio so each product has a clear role and the whole makes commercial sense.
Situation 4
Entering a new market
We adapt your positioning and define the entry strategy.
New country, new audience, new category. We adapt your positioning, adjust your pricing and define the go-to-market strategy that fits the new context.
What we deliver
From positioning to launch. Every deliverable is built to last and built to perform.
Brand Strategy & Positioning
We define what your brand stands for, who it's for and why it wins against the competition. The foundation everything else is built on.
Portfolio Architecture
When you have multiple products, services or brands, we structure the portfolio so each has a clear role — and the whole is stronger than the sum of its parts.
Value Proposal & Messaging
We articulate why customers should choose you — value proposal, key messages and the argumentation your sales and marketing teams can use consistently.
Product & Service Design
We (re)design your offer around customer needs and commercial logic — what you sell, how it's structured and how it's experienced.
Customer Journey Mapping
We map how your customers find, evaluate and buy — then identify where the experience breaks down or loses trust.
Go-to-Market & Pricing
We define the launch strategy, channel approach and pricing structure that turns a good product into a growing one.
Our approach
01
Discovery & research
Competitive landscape, customer perception and market positioning. We understand the context before making any recommendations.
02
Strategy & positioning
Brand positioning, product architecture and pricing rationale. Clear choices, argued decisions — nothing left to interpretation.
03
Offer & experience design
Value proposal, messaging and product & service design. We shape the offer and the experience that deliver the positioning.
04
Go-to-market
Launch strategy, channel approach and messaging framework. Everything your team needs to bring the brand to market.
The four steps above are our full engagement. But every project is different: depending on what you already have and how much time you have, we do everything, only part of it, or a short, intensive piece of work.
For big projects: launching a business, changing your positioning, entering a new market. We're with you from start to finish.
You've already done part of the work: studies, figures, clear ideas? We don't redo what exists, we pick up from there. Shorter, and less expensive.
A decision to make fast, an idea to test? In a few days of workshops with your teams, we decide and move forward. Shorter, more direct, and often more surprising.
Engagement formats
Same expertise, three ways of working. You choose based on your teams and your budget.
You don't have the team or the time: we deliver the work end to end, on a fixed scope and price.
Your teams produce; we frame, challenge and review at every key step.
Trainings and workshops on your own cases, so the skills stay with you.
IN THE SPOTLIGHT
We don't stop at the positioning statement. We map the full customer journey — from first contact to purchase and beyond — and make sure the brand promise holds at every step. Including the pricing.
Let's talk about it✓
Customer Journey Mapping
We map every touchpoint from first awareness to post-purchase — and identify where the experience breaks the brand promise.
✓
Pricing Strategy
We define the price architecture and packaging that matches your positioning and maximises revenue.
✓
Brand-to-Market Alignment
We ensure your brand positioning is reflected in every channel, message and customer touchpoint.
✓
Portfolio Clarity
When you have multiple offers, we define what each one does, who it's for and how they relate to each other.
Selected cases
AXA Belgium
AXA Belgium: a car insurance CX strategy, and a method the teams could carry
In 2017, AXA Belgium partnered with us to design its first customer experience strategies — from car claims to underwriting — targeting a 40% cut in operational costs and building an AXA-specific methodology its teams could carry company-wide. The deliverables unlocked group-level investment.
Read the full case →
Vandeputte Safety: a six-year digital partnership, from boardroom to execution
Two strategic cycles with a leading European PPE specialist — from digital vision to customer journeys, market intelligence and executive foresight.
Read the case →
NRJ: reinventing the radio experience for a digital-first generation
NRJ targets 12–34 year-olds in a media landscape rewired by streaming. We defined the strategy to reinvent the NRJ experience (2018), helped sell it to the group in Paris, then turned it into the architecture and design of their new site.
Read the case →
SWIFT: a support channel strategy, designed with the people who run it
SWIFT needed to rethink how it supports customers across channels — deflecting cases to self-service without losing satisfaction. We ran a participative, service-design-led strategy: 10 stakeholder interviews, 1,000 cases analysed, three customer journeys redesigned end to end.
Read the case →
Shurgard Europe: a customer and employee experience to match a new positioning
Shurgard, Europe's largest self-storage operator with 229 centres across seven countries, had revisited its brand positioning. We designed the future customer experience — and the employee experience underneath it — with a clear roadmap that became part of their transformation.
Read the case →
AXA Belgium: a digital strategy and B2C & B2B experience, built around brokers
AXA Belgium — 3,200 brokers, 450 bank agents, 2.9 million customers — partnered with us to define its digital strategy within a broker-led distribution model, and to design the architecture and wireframes of both its B2C and B2B websites.
Read the case →AXA Belgium: a car insurance CX strategy, and a method the teams could carry
In 2017, AXA Belgium partnered with us to design its first customer experience strategies — from car claims to underwriting — targeting a 40% cut in operational costs and building an AXA-specific methodology its teams could carry company-wide. The deliverables unlocked group-level investment.
Read the case →“
Speed of light understanding of our business — a no-nonsense, straight to point approach. The full executive committee, including shareholders, were impressed.
The team
25 years of digital and marketing each, in large groups as well as startups. And a network of specialists we bring in when your project needs it.
More about us →
Former Digital Director at Orange Belgium and Head of e-Business at Brussels Airlines.
Former Strategy & UX Director at Emakina, founder of Epicurien.be.
Go further
Belly & Brain is a marketing strategy and positioning agency based in Brussels. It works with startups, SMEs and large groups across Belgium — Brussels, Wallonia and Flanders — and internationally. Its two founders, Audrey Benoit and Laurent Goffin, have led strategy engagements for AXA Belgium, SWIFT, Shurgard and Vandeputte Safety.
It is the decision about what your company stands for, for whom, and why it wins over its competitors. It sets the value proposition, the offer architecture, pricing and messaging. The logo, the website and the campaigns follow from it.
Belly & Brain works at a fixed price: scope and budget are agreed before we start, after a free 30-minute first conversation. The budget mostly depends on what already exists. Some market positioning engagements have started from €5,000: the company already had quantitative and qualitative studies, customer insights and competitive benchmarks, and mainly needed help making choices.
Yes. The agency is based in Watermael-Boitsfort (Brussels) and works with companies across Belgium, on site or remotely, as well as internationally.
Positioning decides what to say and to whom; communication decides how to say it and where. Without a clear-cut positioning, changing agency or visuals repeats the same problems.
Yes, often more than a large group: with a limited budget, every marketing euro has to reach the right target, on the right channel. A clear positioning avoids funding actions that do not convert.
Ready when you are
30 minutes. No pitch deck. Just an honest conversation about where you are and where you want to go.
A project in mind? Let’s talk.
Belly for instinct, Brain for evidence. A digital & marketing consultancy for startups, SMEs and large groups, in Belgium and abroad.
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