What do I do as a brand strategy consultant?
In a world where competition is fierce and consumer attention is fleeting, brands that thrive are the ones with a clear brand vision. That’s where I come in as a brand strategy consultant. But what exactly do I do? And how do I help businesses cut through the noise to create lasting impact?
At its core, my role as a brand strategy consultant is to help define a brand’s unique positioning, clarify its messaging, and ensure every touchpoint aligns with a broader vision. Over the years, I’ve worked across industries - from hospitality to lifestyle and wellness - and have seen first hand how strategic branding shapes business success.
What I Do as a Brand Strategy Consultant
I guide businesses through key decisions that shape their vision, their North Star, so that everyone in the organization is pulling in the same direction. This involves:
1. Defining Brand Positioning
Brand positioning is about identifying and claiming the unique space a brand occupies in its audience’s mind. It’s not just about what a brand offers, but how it differentiates itself from competitors. As a consultant, I work with clients to answer key questions:
Who is your ideal customer?
What problem do you solve for them?
Why should they choose you over alternatives?
For example, in my work with Fosters Freeze, a legacy Californian soft-serve fast-food franchise brand that had lost it’s way, we helped reposition their brand to emphasize the authenticity of it’s heritage with the nostalgic idea that ’simple pleasures are the best'. This strategic shift led to the design of a new flagship drive-thru, renewed interest from franchisees, increased customer engagement, and stronger brand affinity.
2. Crafting a Cohesive Brand Identity
A brand’s identity is about more than just its logo—it’s the visual and verbal language that creates consistency across every platform. From messaging to design, my job is to ensure that your brand’s identity resonates deeply with your audience.
For instance, when working with Stafford House, a group of English language schools around the world, we developed a unified brand identity system built around ‘Lions’ a concept inspired by animal names given to college sports teams that turned their fragmented marketing assets into a cohesive, powerful presence that immediately resonated with their core audience and most importantly helped the students and graduates feel a powerful sense of connection to each other and the school.
3. Aligning Business and Brand Strategy
A strong brand strategy is about more than just marketing—it needs to be embedded in the company’s overall business strategy. I help clients align their brand with their core values, customer experience, and operational goals, ensuring that every aspect of the business speaks to the same vision.
With Pacific Catch restaurant group I worked alongside the leadership team to bridge the gap between their culture and their design strategy, aligning their corporate plans for nationwide expansion with an implementation that can help deliver that aim.
Why Brand Strategy Matters
Many businesses jump straight into marketing tactics—social media campaigns, paid ads, or website redesigns—without first establishing a solid brand foundation. A well-defined brand strategy ensures that every initiative aligns with the business’s long-term goals and helps build stronger brand equity over time.
Final Thoughts
A brand strategy consultant isn’t just a business advisor, marketer, or creative director - I aim to be the connective tissue between all these disciplines. My job is to help brands define who they are, what they stand for, and how they communicate that to the world.
Through case studies like Monkey Shoulder Whisky, it’s clear that thoughtful strategy isn’t just a luxury—it’s a necessity for businesses that want to build lasting brands.
If you’re looking to clarify your brand’s positioning, messaging, or identity, let’s connect.