Marketing Consultancy

Measure. Understand. Manage.

"You can't manage what you can't measure."

But in branding, you can't measure what you don't understand.

I’ll help you understand, measure, and effectively manage your brand.

Why It Matters

Without a solid brand strategy foundation:

  • You're guessing, not targeting

  • Your positioning lacks clarity

  • Your business risks mediocrity

My Approach:

My comprehensive process is designed to take you from uncertainty to clarity, from guesswork to strategy.

Each step builds upon the last, creating a solid foundation for your brand's success. Here's how I do it:

  • We start by assessing what you already know. This prevents redundancy and ensures we build on existing insights.

    • Evaluate existing brand work and research

    • Assess recency and relevance of available data

    • Identify gaps in current understanding

    • Determine usability of existing insights for business challenges

  • Understanding your market landscape is crucial. We uncover the 'why' behind customer choices, allowing for strategies that resonate deeply.

    • Conduct customer-centric analysis beyond demographics

    • Map competitive landscape, including non-obvious alternatives

    • Study historical brand trajectory to uncover untapped potential

  • Effective segmentation allows for targeted, efficient marketing. We identify underserved niches and opportunities for growth.

    • Gather qualitative insights on underlying motivations

    • Design and execute quantitative surveys for statistical validity

    • Perform hierarchical funnel analysis of the customer journey

  • This critical workshop is where strategy comes to life. It's a high-stakes decision-making process that shapes the future of your entire business. We facilitate robust discussions among key stakeholders to:

    • Debate the merits and drawbacks of each segment

    • Weigh segment size against value and serviceability

    • Assess your current and potential ability to serve each segment better than or differently to competitors

    • Identify how targeting choices impact product development, pricing, and communication

    • Evaluate potential network effects and long-term growth trajectories

    • Determine the level of organizational commitment required for each option

    The decisions made here will ripple through every aspect of your business:

    • They form the bedrock of your business strategy

    • They guide product roadmaps and feature prioritization

    • They shape your pricing strategy and go-to-market approach

    • They influence your company culture and hiring decisions

    • They determine your competitive positioning

    Remember, choosing all segments is not an option. The power of this process lies in making tough choices and fully committing to them.

    The outcome? A clear, decisive strategy that aligns your entire organization behind serving your chosen segments better than anyone else.

  • Now we craft a unique position that resonates with your chosen segment so your business can stand out in the market.

    • We correlate attributes with buying behaviour for actionable insights

    • We'll compare and develop your positioning relative to competitors for a positioning that is meaningful to customers and actionable by you

    • We'll develop a simple, memorable positioning that your entire business can recall

    The outcome? clarity on who you are targeting, what they want and what 2-3 messages, attributes or associations we want them to think of when they think of us that will compel their interest and turn them into buyers.

  • With insights and decisions in hand, we craft a clear roadmap. This ensures all activities contribute to broader business goals.

    • We'll set SMART objectives tied directly to business outcomes

    • We'll create action plans that reflect commitments to target segments

    • We'll execute these ways in that are disruptively consistent and attract the customers that are most profitable and servicable by you.

In Summary:

Measure. Simplify. Amplify.

At the end of our process, you'll be equipped with a powerful set of tools and insights to drive your brand forward. Here's what you'll receive:

  1. Comprehensive Brand Audit Report:
    A clear picture of where your brand stands today

  2. Market Segmentation Analysis:
    Deep insights into your market's composition

  3. Target Segment Strategy:
    A roadmap for focusing your efforts where they matter most

  4. Unique Brand Positioning:
    A compelling position that sets you apart in the market

  5. Action Plan with ROI Projections:
    Concrete steps for implementation, with expected returns

Why It Matters

These deliverables aren't just documents – they're the blueprint for your brand's future success, backed by data, shaped by strategy, and ready for action.

Next Steps

Here's the truth: Internal data often falls short when it comes to making the tough strategic choices needed to elevate your brand above mediocrity. And let's be clear – this process isn't always linear or straightforward, when it should be.

That's where I come in. Whether you need advice or hands-on collaboration, I'm here to guide you through this critical process. My approach is flexible, adapting to your unique situation and needs.

The real beauty? Once we've done this work, it becomes a repeatable process. The insights and strategies we develop can compound over years, driving sustained growth and success.

Remember, the most challenging steps are often the most crucial ones. By investing in a robust brand strategy now, you're setting the stage for long-term success.

Ready for a fresh perspective?
Let's talk.