Brand strategy that makes every campaign easier to run.
Positioning, story, message hierarchy, and identity direction — the decisions that determine whether your marketing compounds or resets every quarter.
Brand work has a reputation for being expensive and unusable. Ours is written to be used: a media buyer should be able to open the document and know which angle to test, and a founder should be able to read it and recognise themselves in it.
What you get.
Positioning
Who you are for, what you replace, and the specific ground you own in your category — defensible, not aspirational.
Story and message hierarchy
The founder truth, the product truth, and the category truth, ordered so the most important thing gets said first everywhere.
Tone of voice
How the brand sounds in an ad, an email, a support reply, and a menu — with real examples, not adjectives.
Identity direction
Art direction, reference territory, and the visual rules that keep everything recognisably yours as you scale output.
Who this is for.
- Founder-led brands whose story is their strongest asset and their least documented one
- Brands that have outgrown the positioning they launched with
- Teams where every new hire describes the company differently
- Founders about to invest in paid media and unsure what the ads should actually say
How we run it.
- 01
Interviews
Founders, team, and customers. Most positioning already exists somewhere in the business — it is just never been said out loud in one place.
- 02
Category map
Where every competitor is standing, and which ground is genuinely open.
- 03
Positioning
A single position with the proofs that make it credible, pressure-tested against the objections you actually hear.
- 04
Expression
Voice, key messages, and identity direction, applied to real surfaces so you can see it working.
- 05
Handover
A usable document plus a working session with whoever runs marketing day to day.