What I do

01

Together, we’re not just solving problems, we’re creating opportunities.

I help to build, evolve, or reimagine brands that stand the test of time in the face of ever–changing consumer behaviours and a dynamic, crowded marketplace.

Working with you at a strategic and influential level, I don’t just solve problems to bring you back to the status quo, I convert business challenges and dilemmas into opportunities and solutions.

 

Why does it matter?

02

Without a brand, you are simply a commodity.

What is a commodity? A commodity is a basic good like grain, precious metals, electricity, oil, wool, cotton, cocoa, or sugar. What do all commodities have in common? There is little to no differentiation among them so there’s nothing left to compete on beyond price. As Seth Godin so wisely pointed out, “Cheap is the last resort for businesses who haven’t given their audience something else to care about”.

A brand is giving your audience something to care about. It communicates what you do, how you do it, who you’re here for, and most importantly, why you do it. It’s what makes people sit up and pay attention and the difference between one-time customers to lifelong advocates.

So, how do you build a successful brand? Through brand strategy.

What is brand strategy?

03

Don’t build your home before you make your bricks.

Branding begins with strategy, not design. Just like an architect wouldn’t build a home without a blueprint or an explorer wouldn’t trek Patagonia without a map, you cannot build a brand without a strategy.

In short, a brand strategy is a roadmap to take you from where you are today to where you want to be tomorrow. Brand strategy uncovers the soul of your brand and defines what sets you apart in order to establish a competitive positioning strategy in a fast-moving market landscape. It is what helps you make real connections with real people.

Strategy is also the important, often overlooked, entity that should come before all other questions. What should our logo and visual identity look like? Refer to the brand strategy. What should our messaging be? Refer to the brand strategy. Where should we advertise and what budget should be dedicated to paid ads? Refer to the brand strategy. How can we expand into another product category? You get the picture.

How to work with me

04

Transforming brand confusion into brand clarity.

My strategy workshops are live, interactive sessions where I work with you to uncover deep insights about your brand from the inside out, as well as opportunities from the outside in.

This is brand therapy. I’m there to guide you, ask the right questions, listen carefully, and then untangle the knots and shine a light onto the path to your goals.

You’ll finish with complete clarity on why you’re here, who you’re here for, how you will connect with them, and why they should choose you over all others. Deliverables include a strategic brand handbook inclusive of a creative direction board to guide your brand’s visual direction, alongside actionable goals and recommendations to shine a light on your next steps and bring clarity to future decision-making.

What’s included:

  • There are 3 elements in this section of our brand strategy and each plays an essential role in providing clarity for your internal brand. When your brand knows who it is, knows where it’s going, and knows why it’s here, customers will feel that authenticity and will stick around because of it.

  • Once we’ve defined the brand internally, we position your brand externally through a distinct positioning strategy – the space the brand occupies in the mind of the customer. We do this by developing a clear understanding of your audience, their goals, problems, and needs, as well as the players in your competitive environment.

  • People no longer simply buy goods and services; they buy stories, connections, and belonging. Once the brand’s audience has been clearly defined, section three focuses on making a human connection with them through a distinct personality, brand voice, and messaging strategy.