It’s often too easy for companies to get caught up in brand or category performance. While important, this ignores the many external factors that influence how we shop for ourselves and our families. I bring width and depth to working with my clients to consider all relevant factors influencing choice and buying decisions.

I meet my clients wherever they might be on their brand journey. So be honest! If you’re B2B, you might feel like a lone voice within your company, trying to move the conversation from product features to creating deeper connections with your best customers, but are looking for help bringing the broader team on board. For others, your company goals and brand direction may have separated, and you feel that your company is not making the progress needed.

Great companies and brands obsess about the consumer experience across all touchpoints. There are interesting dynamics between the ‘must-haves’ attributes for a product or service and those emotional benefits that set you apart. We take a fresh & thorough approach to understand your target market to nail what matters.

A detailed competitive analysis helps companies and brands understand the strategic positioning within a marketplace. Focused on the customer needs, we’ll also consider whether other products can fulfill the requirements. Examining the different approaches to market to determine from the product, price, channels to communication to assess the relative strengths and where the opportunities lie.

Understanding your core strengths is the first step in defining what makes you different. It’s the strategic advantages that competitors would struggle to replicate. Unique core strengths range from skills & experiences, quality standards, and service speed. Working together, I’ll encourage you and your team to stretch further and re-examine from the client or consumer perspective.

A gap analysis can sound daunting. But it’s in the margins is where we find the gems that allow you to connect with your customer more closely. Understanding where there are ‘holes’ or shortcomings in your brand offer involves digging in to discover why it matters and why we should do things differently.

The why –  We’re always busy & it’s easy to put things off. But it’s never been more critical in a rapidly changing marketplace to take a step back and check – are the brand actions lined up with your most important customer needs?

The how –  I work effectively and efficiently with you and your team. Through regular video calls, we chat face-to-face at a time that suits you so you’re always in the loop. My goal is that this should never feel like a chore or hard work for you! Listening to your needs, I do the heavy lifting on any project or assignment, providing the focused insight to help you achieve your goals.

I often work on a 4-6 week sprint to my in-person presentation from engagement. I know for my clients; this is often the first step that provides an exciting springboard for what happens next with the brand. I start with a lot of listening to people within the company, usually with 30-45 minutes sessions with several key personnel to ensure that I am 100% on target with what the company needs. I then do my own deep research into the brand to create a rounded viewpoint for my client. Friendly and approachable, I become a welcomed extension to your team, with the skills to unravel & explain in plain English.

Providing color and context, we’ll meet face-to-face using your preferred video conferencing technology to discuss the insights gleaned that bring your brand to life. Identifying the must-haves for the brand, you’ll understand the drivers and how your brand stacks up against the competition. Where there is similarity & overlap and why these matter. Where there is the opportunity to build credible differentiation aligned with your company vision, that your team can confidently communicate with integrity.