What is brand strategy?

Brand strategy is the thinking that shapes the evolution of your brand world. It defines what your brand stands for, the territory it occupies, and informs how that world comes to life through identity, product, content, and events.

It creates an emotional connection with your customer, reflecting something back to them about who they aspire to be.

Your brand world is the north star and value system for your whole company to become recognised for.

A coherent and distinctive brand world is one of your greatest competitive advantages. The more specific you get, the more widely it tends to resonate.

Background

I started my career in fashion before spending seven years as a designer at Sotheby’s, working across brand, marketing and creative direction. Immersed in centuries of art history, contemporary art, and collector stories, I developed my eye and built an invaluable reference library that I continue to draw from today.

Over time, my work moved upstream from how a brand looks to the thinking behind it: positioning, strategy, narrative and the components that shape a brand world.

I later developed a tech startup from concept through prototype, taking it through two accelerators and gaining first-hand understanding of product, go-to-market, fundraising and growth.

My approach to brand strategy brings those two perspectives together, combining creative instinct with commercial understanding.

Design

I occasionally take on select design projects across brand identity, marketing, and print. Portfolio available on request.

Email‍‍ LinkedIn‍‍ ‍Substack‍ ‍