Purpose, mission and vision
Why the business exists, what it is working towards and how it intends to progress.
Full brand foundation
Brand Strategy
I define how your purpose, mission, vision, values and behaviours, audience, value proposition, positioning, personality and narrative work together. You receive a documented brand strategy with proportionate application, governance and measurement guidance.
The decision
A growing business needs a coherent strategic foundation behind its message.
Where positioning defines the place you occupy, brand strategy defines the whole business behind it: why it exists, who it is for, what it stands for and how it behaves.
The gap tends to surface gradually. A founder-led business often runs for years on judgement the founder holds in their head, and it works precisely because the founder is involved in every decision. The strain appears once that stops being true: a second hire has to make a call the founder would have made differently, or an agency asks a question nobody in the business can answer with confidence.
That foundation keeps decisions coherent as the business grows, hires, enters new markets and works with external partners, so the brand strengthens with scale instead of fragmenting under it.
Has the business grown faster than its original brand?Do important decisions depend too heavily on the founder’s memory?Do purpose, values, personality and positioning not yet form one system?Do designers, writers or agencies need a strategic foundation to work from?
What you receive
The complete strategic foundation, documented and usable.
I document how purpose, mission, vision, values and behaviours, audience, value proposition, positioning, personality and narrative support the same commercial direction.
Values and observable behaviours
A distinguishing set of values with practical behaviours that can guide decisions, culture and expectations.
Audience, value proposition and positioning
Who the brand prioritises, the value it offers and the defensible position it should hold.
Personality, narrative and governance
How the brand should characteristically show up, the story that carries it and proportionate guidance for ownership, application and review.
Scope
I agree the depth of the work around your business, evidence and growth decisions before the engagement begins.
The starting fee applies to one brand and one primary market. The depth of written discovery, evidence review and written stakeholder input is agreed before work begins; additional brands, markets, business units, stakeholder groups or primary research are quoted separately.
Included
- Structured written discovery into the business, market, audience and ambition
- Development or refinement of purpose, mission and vision as separate strategic elements
- A concise set of distinguishing values with defined, observable behaviours
- Audience, value proposition, positioning, personality and narrative definition
- Proportionate application principles, ownership guidance, alignment indicators and review points
- A documented strategy designed for internal and external use
Outside scope
- Visual identity production
- Website or campaign execution
- Naming, tone of voice or a wider verbal identity system, which are scoped and quoted as a separate addition rather than excluded
- Detailed implementation systems, supplier tools or ongoing governance unless the add-on is commissioned
- Additional brands, markets, stakeholder groups or primary research unless included in the proposal
Naming and tone of voice are strategic work I do take on, most often for a brand being built from the ground up. They sit outside the standard fee because they are scoped to the brand rather than assumed, and are quoted in the proposal where you want them included.
You keep and use the documented brand strategy. My underlying methods, templates and pre-existing intellectual property remain mine, as set out in the Terms of Business.
Focused strategic foundation
Mission, vision and values can be commissioned separately.
When your audience and positioning are already clear, I can create or refine only the mission, vision and values. The engagement is quoted after a written brief because the scope may range from wording refinement to new strategic development, defined behaviours, stakeholder alignment and application guidance.
Optional deeper application
Brand Application & Governance add-on
The core Brand Strategy includes proportionate application, ownership and review guidance. This add-on develops the operating detail when several people or suppliers must apply the strategy consistently.
From £500 with Brand Strategy
Include the governance add-onA practical system for applying and reviewing the strategy.
It can include priority touchpoint principles, decision rights, named ownership, supplier briefing guidance, brand-alignment indicators and a review cadence. For a strategy created elsewhere, the work starts from £750 and is subject to a Strategic Draft Review first.
Process
Discover, clarify, define and make the foundation usable.
- 01
Discover
A structured written brief and supplied evidence establish the business, market, audience, ambition and constraints.
- 02
Clarify and define
Separate inherited assumptions from real choices, then develop purpose, mission, vision, values and behaviours, audience, value proposition, positioning, personality and narrative as one system.
- 03
Activate the foundation
Document the strategy with proportionate application, ownership and review guidance so the business and its partners can use it.
Best fit
Best when the full brand foundation needs to be defined.
Choose Brand Strategy when…
- A new brand is being built from the ground up.
- Growth has outpaced the original brand foundation.
- Multiple strategic elements are unresolved or inconsistent.
- The business needs a document that guides future decisions and suppliers.
Choose broader support when…
- Only the market position needs to be defined.
- The brand is clear and the real need is marketing planning.
- One specific question is blocking progress.
- The immediate need is a diagnostic before a larger commitment.
Why it matters
A clear foundation reduces strategic drift as the business grows.It gives hiring, pricing, product, identity, content and market decisions a shared logic, so growth strengthens the brand rather than fragmenting it.
Other routes
Choose the strategic layer the business actually needs.
Common questions
Brand Strategy, answered.
What is included in a Brand Strategy?
A Brand Strategy documents your purpose, vision, values, personality, audience and positioning as a complete strategic foundation. Nadine builds it from a written brief so every later decision, from messaging to marketing, traces back to one clear direction. It starts from £2,500 and is scoped to the engagement.
Why is the price shown as from £2,500?
Brand Strategy is bespoke and the most comprehensive engagement, so the fee reflects the scope of your business and market. The £2,500 figure is a genuine starting point; the exact fee is quoted after a written brief and confirmed with you before work begins. No VAT is added, as Nadine is not VAT registered.
How is Brand Strategy different from Brand Positioning?
Brand Positioning defines where you stand in the market and how you say it. Brand Strategy is broader: it sets the purpose, vision, values, personality and audience that positioning then sits within. Choose Brand Strategy for the whole foundation; Brand Positioning may be enough if you mainly need a defensible market position.
Build the brand foundation
Build the strategic foundation your business can grow on.
Tell me where the business is going and what currently feels unclear. I will scope a Brand Strategy engagement around the decisions your brand, team and future marketing need to share.
FeeFrom £2,500Submit a brand strategy brief