Boost your difference. Power up your brand.

Smart thinking. Straight talking. Super effective.

I work with you to define who you are, what you stand for and how you’re different.

Together, we’ll create your distinct position in the market, making it clear to your audience why they should choose you over your competitors.

Once your strategy is complete. I partner with you to align your team, revitalise your identity and implement & manage change as you move forward.

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What does the terminology mean?

The world of Brand Strategy and Branding contains a lot of phrases and terms, all with multiple and sometimes conflicting definitions. I’ve listed some of the main areas with a simple definition and description of how they help.

The expression of why your brand exists. Put simply, it’s the reason you get out of bed every morning above and beyond financial gain.
Example
Coke - ‘Refresh the world and make a difference’.
Why do I need one?
It provides direction and inner belief (after all, we all like to feel that we’re making a difference). If you know why you’re doing what you do, it’s much easier to make strategic decisions, align your team and develop engaging communication.
Where your brand aspires to go, what it aspires to be, and the impact you aim to have.
Why do I need one?
It serves as an inspirational guiding light that sets the direction for the brand, aligns the team and helps make strategic decisions.
An action-oriented commitment to what your brand will deliver.
Why do I need one?
It provides day-to-day focus and guidance
The principles and beliefs that guide your actions and decisions. They reflect what you stand for and sit at the heart of how you operate as a business
Example
Lego - Imagination, Creativity, Fun, Learning, Caring, Quality
Why do I need them?
They help customers relate to your brand which builds trust. They differentiate you from competitors and form the backbone of your culture.
A strategy to differentiate your brand in your customer’s mind in order to gain a competitive advantage.
Why do I need one?
It allows you to stand out in a crowded market and attract your target customers.
The set of human characteristics that describe the beliefs and behaviours of your brand. Your tone of voice is the way you communicate those characteristics.
A document that brings together your Brand Strategy, Positioning and Personality. It provides an engaging way to articulate your brand. Great for team communication, recruitment and sharing with customers and suppliers.
A document that details how to correctly use your brand assets - logo, colours, fonts, photography, illustrations, tone of voice. Useful internally or for agencies and partners. It helps ensure consistent communication of your Brand, achieving more clarity and impact of your message.

For more terms, visit my Brand Terminology Guide here.

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