Our Guiding Principles:
The Foundation of Transformative Branding
At Eleven, we believe that branding is more than just visuals—it’s a strategic force that shapes businesses, drives growth, and creates lasting impact. Our 11 Principles are the core of our approach, blending strategy and design into one seamless process. They guide how we build brands that are distinctive, meaningful, and business-driven—brands that don’t just look good but work hard to transform companies and define their future.
The 11 principals of Eleven Branding Studio
1. “Products are made in factories; brands are made in people’s minds.”
A brand is not just a logo, product, or packaging—it’s the sum of mental availability and the internal emotions and associations created in people’s minds.
2. Branding is the Intentional Effort to Build the Desired Brand.
Associations form whether we influence them or not. Our job is to guide them in the right direction using consistency, distinctive elements, and coherent communication—linking the brand with relevant Category Entry Points (CEPs) to ensure it comes to mind at the right moment.
3. Branding is a Business Driver (Not Just a Lipstick on a Pig).
Strong brands grow 3× faster, command 80% more consumer preference, increase innovation rates by 84%, boost employee satisfaction by 89%, achieve higher margins, and justify premium pricing. Branding is not a cosmetic layer—it’s a growth engine.
4. Brand Strategy
is Fundamental
or Success.
Positioning + Targeting + Objectives = A Clear, Effective Strategy. Forget 50-page documents—brand strategy must answer four key questions: How do we want to be perceived? Who are we targeting? What do we want to achieve? Why does it matter? These form the foundation of our work.
5. Brand Strategy Requires Relevance, Authenticity, and Differentiation
· Relevance (Consumer Perspective) – Researched and validated through real-world insights.
· Differentiation (Competitive Perspective) – Standing out in the category.
· Authenticity (Company Perspective) – Rooted in truth and internal alignment.
6. Branding Focuses on Distinctiveness + Relative Differentiation.
Absolute uniqueness is difficult to maintain, but distinctiveness and relative differentiation secure the brand’s place in the category, making it the preferred choice in competitive markets. Branding is a long-term business asset.
7. Branding & Marketing: Two Sides of the Same Coin.
Branding builds long-term brand assets, while marketing amplifies and monetizes them. One does not replace the other—they work together to attract and retain customers.
8. Brand Identity is Fundamental.
To succeed, every product, service, or company must have a clear, distinctive, and easily recognizable identity. This investment ensures the brand is memorable, preferred, and impactful.
9. Strategy & Design Must Work in Unity.
Design is not decoration—it’s a creative outcome driven by a strategic foundation. Strategy and design must work together to ensure relevance, effectiveness, and long-term impact
10. Long-Term and Short-Term Comm. Must Work Together.
Short-term campaigns drive immediate sales, but long-term branding builds preference, shapes perception, and fuels future growth. The right balance is key to sustainable success.
11. Solving Business Problems Requires Strategic Diagnosis.
Like in medicine, branding must distinguish between symptoms, root causes, and treatments. We don’t apply cosmetic fixes—we analyze, diagnose, and solve at the core for real, lasting impact.
The 11 Studio
Found:
2017
Specialised:
Branding
Offering :
Holistic Branding solution that drive
business growth
Our Studio is a Sofia-based brand consultancy and design studio dedicated to transforming businesses through holistic branding solutions. Founded in 2017, we specialize in bridging the gap between marketing strategy and brand design, creating impactful brand experiences that help ideas grow faster and communicate more effectively. With a unique blend of strategic insight and creative execution, we develop comprehensive brand strategies, craft visual and verbal assets, and ensure seamless implementation to build strong, consistent brand presences locally and internationally. At the heart of our work is a passion for helping businesses articulate their value, connect with their audiences, and achieve sustainable growth.
Hello, I'm Dobrin!
My job is simple: I help brands evolve, grow and transform their performance...
I’ve spent the last 20 years in marketing, branding, and design—shaping and transforming some of the world’s most recognized brands on the local market. As a marketing leader for Jack Daniel’s, Finlandia, Heineken, Desperados, and more, I’ve driven award-winning brand transformations, market expansions, and repositioning strategies that reshaped consumer perception and fueled business growth.
Being part of leading advertising agencies like Ogilvy and DDB, I gained deep insights into how brand activation and performance could benefit from a stronger connection between strategy and design.
From strengthening market position for Bulgaria’s best-selling beer to 1 million hectoliters out of a 5-million-hectoliter market in 2010 to executing full portfolio segmentation strategies that won international recognition, I understand how to build brands that connect, scale, and stand the test of time.
Now, as the founder of Eleven—The Brand Evolution Studio, I bring that expertise to ambitious businesses looking to redefine their next chapter. Whether refining positioning, expanding into new markets, or crafting a compelling brand identity, I help brands evolve—strategically and creatively, efficiently and effectively, without unnecessary business disruption.
Design the future. Evolve by choice.
Co-Founder and Owner of Design Studio 11