Skip to content
Book me

Brand strategy

A clear position before you spend on design.

For founders and companies that need to know what their brand stands for, who it is for and why people should trust it. Delivered through smartset, my brand strategy consultancy since 2016.

Discuss a strategy project

Two tracks

For companies, and for the people who lead them.

Brand strategy canvases from a workshop
For companies

Brand Positioning Sprint

A focused sprint, informed by the Minimum Viable Brand model, that ends with decisions rather than a mood board.

  • Brief and interviews: founders, team and, where useful, clients or investors
  • Workshop: positioning, audiences and what makes you different
  • Strategy document: positioning statement, value proposition, brand personality and messaging
  • Next steps: what to brief to designers, copywriters or your team

Also for companies: brand architecture for groups with several products, media or sub-brands, and naming grounded in the positioning.

Dr. Raya Drenski in a cobalt blazer
Photo: Kalina Serafimova
For founders and leaders

Founder reputation and personal brand strategy

For founders and leaders: what you want to be known for, and how your personal visibility supports the company. Strategy first, content second.

You receive a proposal within 3 business days once we have agreed the brief.

The method

Minimum Viable Brand

A three-layer model and ten-step process for building a startup brand from day one. It comes from my doctoral research: four startup cases, a survey of 71 founders in more than ten European countries, and seven expert interviews. First presented publicly at The Hive in Sofia, September 2026.

Layer 1

Core

Purpose, values, positioning. The identity that stays the same in every market.

Layer 2

Translation

Audiences, name, visual code and narrative, adapted to each culture.

Layer 3

Signals

PR, investor legitimacy and the founder's personal brand: proof that builds trust.

MVB or full brand strategy? It depends on your stage.

Full brand strategyMinimum Viable Brand
Starting pointAn existing business with data, customers and budgetUncertainty: no proof yet, little data, likely pivots
GoalA complete, stable brand systemThe minimum set of decisions that must be right now
StructureOne package, delivered at onceThree layers: Core (fixed), Translation (adapts per market), Signals (earned)
AudiencesCustomers, employees, partnersAlso investors and the founder's personal brand
MarketsHome market first, international laterBuilt for intercultural growth from day one
Life cycleDelivered once, valid for yearsIterative: revisited at funding rounds, new markets and pivots

Intact at the core, flexible everywhere else. MVB doesn't replace full brand strategy; it grows into it, so the company doesn't have to start over.

Work with it today

With me: the Brand Positioning Sprint.

In a cohort: the Minimum Viable Brand Programme, now forming.

For accelerators: licensing and facilitation for your own programme. Ask about it →

The book is in progress

Minimum Viable Brand is being written as a book for founders. Join the list to hear first and to get the white paper.

Selected work

Brands I have built and shaped.

Co-founder and brand strategist

Mattō London Dry Gin

A mountain gin with 23 alpine botanicals, co-founded with Hristo Drenski. Design: Izabela Markova.

Visit ↗Brand strategist

Alperivo

A beach bar at Starnberger See: a place to stay longer, eat well and talk properly. Design: Izabela Markova.

Visit ↗Brand architecture workshop and strategy

The Recursive

Brand architecture workshop and strategy for a CEE tech media group.

Visit ↗Brand strategy workshop and strategy

The Matchmakers

Brand strategy for Munich's startup matchmaking community.

Visit ↗Naming and brand strategy

Merréh Paris

Naming and brand strategy for a grape-based cosmetics brand.

Visit ↗Branding

Salievito

Branding for a Neapolitan pizza truck in Bavaria.

Visit ↗Brand foundation, strategy and website

Bierbox

Bavarian beer for the Bulgarian market.

Visit ↗
Brand strategy
"As the Brand Strategist for the Event Expert Circle 2022 Raya was an incredible help. The online conference would not have been such a success without her."
Kira Schilling
Founder, Tech Mingle
Mentoring
"Raya's expertise has been very useful in a challenging time for me and helped me with my personal branding, difficult conversations and executive presence at workplace."
Alina Rus
Global Brand Lead Immunology, Abbott
Mentoring
"During 6 months, she challenged me and showed me how personal branding is important today, especially when you are a woman in tech."
Julie Pujol
Digital Sales Manager EMEA, GitHub

Tell me where your brand feels unclear. A short brief is enough to start.

Discuss a strategy project
Book me15-min call