Brand Strategy

The problems that brand strategy solves

You can’t explain what makes you different.

You know you’re not the same as competitors, but when someone asks what sets you apart, the answer gets vague. Or defensive. Or too long and complex.

Hiring feels harder than it should be.

Good people are choosing competitors over you. Your employee value proposition doesn't land. People join but don't stay because they don't connect with what you stand for.

You’re not all aligned.

Leadership have different answers to ‘what do we stand for?’ Sales are telling one story, marketing another. New hires don’t know how to make decisions that fit.

Your positioning doesn’t work anymore.

What got you here won't get you there. You’re entering new markets, or the market has shifted around you, and your current story doesn’t fit.

You’re multiple brands and it’s messy.

Merger, acquisition, growth – now you’ve got overlapping brands, confused customers, and no clear architecture. Should these be one brand? Many? How do they relate? Should they relate at all?

You have a business strategy but can’t make it stick.

The plan is sound, the ambition is clear, but people aren’t acting on it. Nobody can explain it in a way that makes customers care.

Feel like different problems?

They’re symptoms of the same thing: lack of clarity on what you stand for.

If you don't define what makes you different and why people should care, you’re leaving your brand to accident – and in the hands of your audience (and competitors).

How do I define what makes a successful brand?

here’s where to start – the foundations

Positioning

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Purpose

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Principles

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Personality

Clear positioning means you can answer ‘what makes us different?’ – and everyone in the organisation gives the same answer.

Defined purpose means people understand why you exist beyond making money. It’s what makes good people want to join you, and stay.

Agreed principles mean your people know how to make decisions when the answer isn’t obvious. They know what you stand for.

Distinctive personality means you show up consistently. In a crisis, in growth, in the everyday. People recognise your style.

Together, these create internal alignment and external clarity. Your leadership team are aligned. Your employees can explain what you do. Your customers understand why to choose you. And if you're executing a business strategy, brand strategy is what makes it successful – because people understand it, believe it, and act on it.

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I would recommend you get Garrett on board before you get into naming and design, it’s a great investment.

CEO & FOUNDER

Finding your North Star

your brand advantage

Once the foundations are clear, we distil them into something simple – a core truth that captures what makes you unique. Some call it a brand idea, some call it an essence or mantra. I call it your North Star.It’s the thing that sits at the centre of everything. Short enough to remember, clear enough to guide decisions, compelling enough to inspire action.

Your North Star

Your North Star isn’t a tagline or a campaign line. It's the internal truth that drives your external expression. When someone asks ‘What do we stand for?’ – this is the answer.

So, how do we get there?

Brand strategy isn't a workshop and a deck of slides. It’s a process of discovery, synthesis, and definition.

We start with understanding.

Your customers, your market, your business. What do people actually value? Where do you sit competitively? What’s authentic to who you are?

Interviews, research, analysis – proper inputs, not guesswork.

Then comes the breakthrough.

Insight that's obvious once someone points it out. The position that’s both true to who you are and meaningful in your market. There’s no formula, but rigour and curiosity will get us there.

Then we define the strategy.

Your positioning, purpose, principles, personality. We articulate them clearly, test them rigorously, and distil them into your North Star – the core truth that drives everything.

What it usually involves:

Stakeholder interviews, customer and market research, competitive analysis, collaborative workshops, strategic definition, and distillation.

Why it works

Because people don’t rally around a spreadsheet. They rally around something they connect with and believe in. Something they understand. Something that feels true.

Brand strategy is the layer that makes business strategy successful. It helps your people know how to behave. It helps your customers know why to choose you. It helps everyone understand what you stand for when the choice gets hard.

Business strategy tells you where to go. Brand strategy helps you get there.

Strategy only works if it gets used. That’s why the next step is often messaging and voice turning strategy into language people can actually use. Or if you'd like to discuss your specific situation, let’s talk →

Build the best foundation for your brand.

To discuss the challenges and opportunities you are facing…

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