Is your brand strategy encouraging desired outcomes?
Over 25 years professional experience in brand diagnosis, strategy, and realisation – improving experience, enhancing culture, and achieving business objectives.
Client achievements include:
Aardman Academy (BIA Award-winning strategy 2024)
Arctic Iced Coffee (BIA Award-winning strategy 2023)
Batiste (increased sales to 2 cans per second)
Fresh & Naked (increased sales by 14%)
London Designer Outlet (18+ months of record sales)
Malvern College (AMCIS Brand Impact Award 2025)
Primula (moved from 4th to 1st in soft cheese category)
We define brand strategy as having three parts.
Diagnosing
(internal & external)
Understanding the context within which you play, and define how you might win better.
Positioning
(platform and meaning)
Taking a position in your audience's minds that has meaning and value, for them and for you.
Experiencing
(communication & culture)
Giving people moments that will grab attention, build affiliation and grow affection with your brand.
Diagnosing
Knowing what you’re working with, before you start work. Defining the desired objectives for the business, and what would define commercial success.
Looking internally, at the history of the business & brand, as well as their desired future. Also looking externally at the context within which the brand has to play – the market forces, your competitors actions, the comparator brands, and vitally your audience behaviours.
This holistic overview of the forces acting on the brand, inside and out, will enable you to make informed decisions on how your brand might be able to win better.
Clients we have done this for include:
Brand diagnosis – Aardman Academy, Arctic Iced Coffee, Batiste (Church & Dwight), Brothers, Capula (EDF), Cranswick, Granger Reis, Life:Style, Primula (Kavli), London Designer Outlet, Malvern College, Smidge, The Humble Co, University of Westminster.
Positioning
This takes clarity and focus, and will often include (re)defining the position of the brand – what you want the brand to mean to people.
You might need a brand platform or a campaign strategy, a value proposition or a product level proposition. Ultimately, you will want to create a compelling narrative for your brand that your audience will buy into, and buy from.
We might also look at naming your products or services, or analysing your brand architecture to maximise how connected your brands are to best power your business. We’ve done it before and we will do it again.
Clients we have done this for include:
Brand platform – Aardman Academy, Capula (EDF), GPA Global, Granger Reis, London Designer Outlet, Malvern College, Primula (Kavli).
Brand architecture – Arsenal FC, Batiste (Church & Dwight), Life:Style, Malvern College, Womble Bond Dickinson.
Brand naming – Life:Style, London Designer Outlet, University of Westminster.
Brand pricing – Aardman Academy, Smidge.
Experiencing
To bring the brand to life, we need to create connected digital and physical experiences. We do this by creating an ecosystem that incorporates every touchpoint through which people interact with you.
The successful brands put their audience at the centre, because they are who buys from, and buys into, your brand. We must consider your brand experience from the audience point-of-view, and encourage desired behaviours from them.
Every touchpoint encourages a ‘moment’ a person has with us. We call these Associated Memorable Moments – a brand is shaped through a series of moments which people remember & associate with one another. These moments can encourage action now or sow seeds for the future, but they should all be encouraging the desired outcomes for your business, and your audience.
Clients we have done this for include:
Brand campaign – Arctic Iced Coffee, Batiste (Church & Dwight), Benoy architects, Fresh & Naked (G’s Fresh), London Designer Outlet, Malvern College, Momentum Pictures, Paramount Pictures, Primula (Kavli), PWR Events, Wimbledon Lawn Tennis Museum.