Collaborative Brand Strategy Consulting
Brand Strategy Outputs
A complete Brand Strategy includes the strategic building blocks that shape how your business grows, how your brand shows up, and how your audience understands you.
Below are the core outputs we define together, each playing a distinct role in aligning your company internally and positioning it externally.
Brand Vision
What it is
Your Brand Vision is an aspirational statement that defines the long-term future you want to create. It acts as your internal North Star, setting a clear destination that informs strategic choices and inspires your team.
How you use it
A strong vision keeps your brand focused, especially as you grow. It gives direction to long-term planning, aligns your leadership, and helps your team understand the bigger picture. Without a compelling vision, a brand risks drifting and making reactive decisions that dilute its identity.
Brand Mission
What it is
Your Brand Mission is a clear, action-oriented statement that explains how you’ll achieve your Brand Vision. It’s the high-level roadmap that translates aspiration into action.
How you use it
Your mission grounds your daily operations in strategic intent. It aligns teams, sharpens priorities, and connects everyday decisions to long-term goals. It’s the filter for what you do, and just as importantly, what you don’t.
Brand Promise
What it is
Your Brand Promise is a clear and concise statement that articulates what customers and potential customers can consistently expect from your brand. It articulates what they can count on every time they interact with your brand.
How you use it
While not always an externally facing statement, your Brand Promise is fundamentally customer-focused. It sets a clear expectation and shapes your value proposition. Consistently fulfilling your Brand Promise increases brand loyalty.
Target Audience
What it is
Your target audience is the defined group of customers/prospects you’re best positioned to acquire and serve.
How you use it
Your target audience informs everything; from product development to customer service to how you craft your messaging. A clearly defined audience brings focus to your promotional efforts, reduces waste, and increases customer loyalty.
Brand Positioning
What it is
Your Brand Positioning defines how your brand is perceived relative to competitors. It’s a key component of a company’s strategic approach as it allows you to claim mental territory in the minds of the market.
How you use it
Positioning helps your brand stand out in the market, attract your target audience, and avoid becoming commodified. It defines your market positioning, what you stand for (and against), informs creative direction, and gives your team a clear sense of the competitive landscape.
Brand Philosophy
What it is
Your Brand Philosophy defines the values and principles your brand will consistently uphold. It’s the behavioural framework for how you act, speak, and make decisions.
How you use it
More detailed than your mission, your Brand Philosophy becomes the internal compass that ensures consistent brand behaviour. It’s especially useful for onboarding teams, setting expectations, and navigating grey areas with integrity.
Brand Story
What it is
Your Brand Story is the narrative that weaves together your origin, values, mission, and personality.
How you use it
Your Brand Story serves as the foundation brief for all external communications. It informs promotional messages, website copy, social media content, sales pitches by aligning your brand’s personality and values. Designers, copywriters, and other creatives are able to use your Brand Story to guide their development of visuals and content.
Brand Architecture
What it is
Your Brand Architecture defines how your brands relate to one another. It structures sub-brands, and parent brands—e.g., “Audible, an Amazon company.”
How you use it
Your Brand Architecture guides stakeholders on how to manage the relationships between multiple brands. A clear structure helps you leverage equity across brands, avoid confusion, and grow strategically.
The Process
My approach to brand development is deliberately collaborative. You’re not just handed a document, you’re engaged in a process that sharpens thinking, builds alignment, and results in an outcome your whole team believes in.
Collaborative Workflow
Here’s how we work together:
I develop first drafts of each strategic element based on internal inputs and customer research.
We work closely together to review the drafts in open discussions. Your team shares insights, challenges assumptions, and ensures that every element reflects the realities of your business.
We refine each piece until the strategy feels right; aligned with your values, future goals, and gives you the best chance to grow market share.
Once you approve everything, my brand strategy consulting ends with all outputs being compiled into a polished, shareable document. This becomes your strategic branding reference point for internal communications and supplier briefing.
Why Work With Me?
What if I already have a Brand Strategy and just want it updated?
That works. In our initial discovery call, I’ll review what you’ve already got, identify what’s missing or outdated, and recommend whether we evolve it or start fresh. The goal is to keep what’s working and strengthen what’s not.
What is the role of a Brand Strategist?
A brand strategist brings structure, clarity, and direction to your brand. My role is to uncover the insights that matter – from in-depth research, to customer experiences, to internal team feedback. I translate those findings into a strategy that aligns your team, differentiates your business, and drives growth. I help you see the gaps, connect the dots, and make more profitable decisions with confidence.
Do you use Brand Archetypes?
No. Brand archetypes are too generic. They are a reasonable starting point for some cash strapped brands, but they will never help any brand excel.
What’s a brand strategy solving for—awareness, differentiation, memory, conversion, loyalty?
All of the above. A brand transcends everything in a company. A brand strategy encompasses the entire brand, which is the market perception in its entirety.
What’s your approach to getting internal alignment and adoption across marketing, product, and leadership?
Including relevant stakeholders in the process. As part of the discovery/diagnostic section of the process, key stakeholders should be invited to share their opinion. We then explain how their input was used to create the final strategy.
What brand metrics do you recommend tracking post-strategy—and how do we link them to financial results?
This depends on the buying process your customers go through to purchase from you. Awareness, consideration, preference, and usage are common used metrics that can be tracked with affordable 3rd party options. An increase in these metrics will lead to improved financial results which many 3rd parties track for you.
HAVE MORE
