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Experienced and professional brand and strategy expertise to help yield clarity and opportunity

About
Hello.
I am an independent consultant based in London, helping businesses, organisations and agencies deliver effective brand and business strategy.
My experience spans 30 years managing significant international brands (Disney, Unilever, Orange) as well as consulting to a diverse range through leading global agencies (Interbrand, Futurebrand, BBDO etc.)
Highly flexible in approach, I can design and deliver an entire initiative, collaborate to support in-house teams, or simply provide a key component to a strategic project that needs some outside input. I work directly with brand owning organisations, as well as acting as an additional strategic resource supporting major agencies.
Services

Services
I cover a wide spectrum of brand strategy needs, including:
Brand audit and health check
Reviews the context in which the brand is currently operating or intends to launch into. Explores how the brand is performing across key performance attributes- including internal brand management processes, to understand the potential for enhancement. Designed according to client need, this analysis may draw on qualitative and quantitative inputs, according to availability.
Brand definition
Following comprehensive analysis of relevant inputs, and working with management, identifies and articulates a clear summary of how the brand can compete, with a simple, clear, differentiated idea. This may inlclude insights, promise, values, personality etc. and can be used as a springboard to visual identity and design direction.
Brand architecture and naming
Determines the optimal relationship between different activities and operations of a business and how these should be represented in the market place- which may included creating a brand name. Naming is both a rational and creative process that will lead to either a descriptive name or something more ownable (abstract or evocative) according to the strategy. As well as the name generation and screening, we also undertake initial availability checks.
User Experience
Evaluates the highs and lows on the customer journey, how this compares with benchmarks and opportunities to optimise. May lead to revisions in existing approach or fundamental innovation in the interface with customers.
Communications and messaging
Reviews current approach to comms. by media and audience. Identifies messaging priorities according to context. Evaluates and recommends creative approach and style, giving clear examples which may ‘re-work’ existing approaches. Trains and coaches personnel responsible for comms.
In addition to designing and managing brand projects or delivering specific analyses, I also offer ‘accompaniment’ to brand owners thinking of undertaking major brand initiatives. This is valuable when commissioning major brand projects, insight or research studies; briefing and appointing an advertising or PR agency; elevating internal brand management capability through training and mentoring etc.
M: +44 (0) 78 60 73 34 82
patrick@think-brand.co.uk