I help a brand communicate its ideology & ethos – internally for improving teamwork performance & externally for brand growth.

Define

Map the terrain before setting course.
Designing a winning brand strategy requires genuine interest and curiosity in discovering who you are and who you are for. I’ll work together with your leadership team(s) and employees to diagnose the nature and scope of the challenge you’re facing, what outcome you are aiming to achieve, and what barriers might be impeding progress toward that outcome. I research and analyze your market, current buyers, prospects, and competition to get a clear picture of your current position in the market versus where you want to be.

Align

A strong brand has a clear and simple DNA.
Alignment is about finding a structural DNA or ideology for your brand that directs you and your teams. For select brands with specific brand challenges, alignment may involve the careful consideration of brand revitalization or repositioning. In all cases, disciplined and purposeful decisions are guided by adherence to a system of brand beliefs and values. Alignment puts your brand onto the same mental pathway as your buyers. When your audience assigns meaning to your brand as being exceptional and in service of their aspirations, they will repeatedly recall your brand at time of purchase.

[re]Design

Brand identity acts as a proxy for your brand name.
When it comes to brand strategy, I’m most interested in strategies and tactics that produce growth, revenue, and improve gross margin. I frequently advise against brand identity redesigns as these tend to have a net negative impact on the brand. That said, there are rare occasions when a strategy requires strong consideration and subtle edits to a brand’s identity. The outcome of our brand strategy work will provide pathways for how to effectively think about and apply existing brand identity. In cases when new brand elements or edits are advised, I collaborate with a constellation of creative experts that I (or you) trust and support to ensure all of your brand touch points are cohesive.