I help businesses create new brands and reposition existing ones - defining who they are for, what they stand for, and why they matter. From challenger sportswear to fintech start-ups and luxury, I turn a clear strategic point of view into a brand the whole organisation can build on.
What this involves
- Audience definition and segmentation
- Brand positioning and point of difference
- Brand purpose, values and personality
- Brand architecture and naming direction
- Brand identity and communications behaviours
Good brand strategy is not a deck - it is a decision-making tool. I keep it grounded in evidence and sharp enough to brief creative, product and media teams without translation.
Selected work
Common questions
What is the difference between brand strategy and creative strategy?
Brand strategy defines the foundations - who you are for, your positioning and your point of difference. Creative strategy turns those foundations into campaigns and briefs. I work across both, so the brand and its expression stay joined up.
Do you work with start-ups as well as established brands?
Yes. I have created brands from scratch - including Mettle, RTGS.Global and Old Mutual Bank - and repositioned established ones such as Reebok. The process flexes to the stage you are at.
Have a brief, a brand challenge or a project in mind?
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