Brand Strategy Consulting | Brand Positioning

As a brand strategy consultant, we will help define your brand and build a strategic plan that maps out the best possible future

Can you describe your brand in seven seconds?

Everyone should know what your brand stands for. Every employee, every partner, and every customer. They should all use the same words.

If you do not define yourself, then your competitors will and you will not like it. At Beloved Brands, we start by defining your ideal consumer, and work with you to build a brand positioning that is balanced with functional and emotional benefits. We summarize your brand by creating a brand idea that you can stand behind and steers everyone who works behind the scenes of the brand.

Then, we help you make decisions in building a strategic brand plan that everyone in your company can follow. This creates a shared vision, purpose, key issues, strategies and tactical plans.

As a brand strategy consultant, we believe the best answers are inside you. Our role is to help you uncover those answers and make them smarter. We won’t give you answers. Instead, we prefer to keep asking more questions until you find your answers that inspire you and help your brand to grow.

We will help you define your brand to set you up to win in the marketplace.

We start our brand positioning workshops by helping you define a focused consumer target profile with consumer insights, enemies, and buying behaviors. From there, we use our consumer benefits ladder to move your thinking from product features to functional consumer benefits and emotional consumer benefits.

We find a winning brand positioning statement in a unique, ownable space motivating to your consumers. Then, we help you build a brand idea that becomes your brand’s 7-second pitch. Then, we stretch that brand idea out across the five touchpoints to drive consistent delivery throughout your organization, including the brand promise, story, innovation, purchase moment, and consumer experience. Most importantly, we take all this great work and turn it into a brand concept you can test with consumers. Finally, we help build a brand story, and credo document that sets you up to execute and win in the marketplace.

For example, you will find the brand strategy consulting tools we use to define your brand positioning. To illustrate, click on any of the examples to see the details.

To illustrate, click on any of the brand strategy consulting tools we use to build your brand positioning.

Does everyone on your team know their role in how they contribute to your brand's future?

We will help you build a strategic brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards a brighter future of higher growth.

We will work with you to map out the best possible future for your brand.

At the beginning of our strategic brand planning process, we start with a deep-dive business review to look at every aspect of the brand, including the marketplace, consumers, channels, competitors, and the brand. We use interviews with executives and customers, as well as conduct an audit of competitors and your brand’s work. From there, we summarize the drivers and inhibitors currently facing the brand, and the potential risks and opportunities in the future.

Our brand strategy workshop uses our Strategic ToolBox questions to open up your team’s thinking and help frame the key issues facing your brand. We lay out each element of the strategic brand plan. Essentially, we use our unique tools to inspire thinking and guide the writing of brand vision, purpose, values, key issues, strategies, and tactics. Once we finalize all the plan elements, we put the strategic brand plan on one page and a formal presentation.

For example, you will find the brand strategy consulting tools we use to define your brand plan. To illustrate, click on any of the examples to see the details.

To illustrate, click on any of the brand strategy consulting tools we use to build your brand plan.

Does your marketing execution deliver the strategy, and set you up for growth?

You must align your marketing execution behind a brand idea to tighten your bond with consumers. Most importantly, marketing execution must move consumers through their buying journey to set up higher growth and profit for your brand

We will work your team to build out the marketing execution on your brand.

To focus your agencies, we start with a creative brief that uses the brand positioning and the strategic plan. The brief will focus any outside agency on developing smart, creative advertising and media decisions.

We work with the sales team to find programs that work at the purchase moment through retail channels, packaging, e-commerce, direct selling, customer service, and merchandising.

Moreover, we work with product development to create an innovation process. We lead brainstorming sessions to find new ideas. Then, we turn them into concepts, to set up a testing and assessment method. Finally, we help build and execute a launch program. At each decision point, we will advise you on the potential options.

With my 20 years of marketing experience, I offer coaching on any type of marketing execution. For example, we help with advertising, media, innovation, in-store promotions, and internal communications. Most importantly, marketing execution must tighten your bond with consumers and drive demand for your brand.

For example, you will find the brand strategy consulting tools we use in the marketing execution stage. To illustrate, click on any of the examples to see the details.

To illustrate, click on any of the brand strategy consulting tools we use to build your marketing execution.

Little Freddie hired our brand strategy consulting services, to help the brand team in China and the UK.

Client Reviews

What our clients have to say about us

Beloved Brands has been a tremendous asset to Earls. As a brand strategy consultant, Graham helped us to uncover a new vision, big idea for the Earls brand and strategic business plan. Essentially, we were so pleased with the results, we used Beloved Brands to develop Earls’ service values and behaviors, which were rolled out to all 6000+ employees.

Monique Gomel

VP Marketing, Earls Restaurant

Graham delivers exactly on his promise – he makes brands and brand leaders better. Essentially, I have worked with Graham twice now, and say confidently his brand strategy consulting approach and strategic tools truly uncover what’s holding back a brand. Most importantly, as a brand strategy consultant, his ability to connect complex situations and drive the room to focus, is exceptional.

Davide Viola

VP Marketing, Malitta Coffee

Graham’s experience gives his work credibility as a brand strategy consultant. His ability to pare complex problems down to simple-to-understand concepts is his greatest strength. Marketing is an imprecise and confusing science. Essentially, Graham’s insights and confidence helped us land an exceptional brand proposition as the foundation of our success today. Most importantly, as a result of Graham’s brand strategy consulting process, we have seen immense growth on our business.

Piers Buck

CEO, Little Freddie baby food

Graham Robertson asks simple questions that you never realized you don’t have one answer to as a team. The most powerful question he asked us was “who is your best customer.” It was like all the air had been sucked out of the room and he allowed the dramatic pause to linger. When people began to attempt to answer we realized we weren’t aligned. At that moment we saw the opportunity to move from a product-centric organization to one that is more customer focused. I highly recommend Graham’s brand strategy consulting services to any organization looking to move their brand forward.

Rebecca Reppucci

Marketing Director, Cell Signaling Technology

At Beloved Brands, we have worked as a brand strategy consultant with some of the best brands across many industries and around the world. Our past client list includes the NFL Players Association, Shell, National Geographic, Slack, the Mayo Clinic, Pfizer, Alexion, Loblaws, Jack Links, Hershey’s, Capital One, Advil, Bush’s beans, 3M, Henkel, Shopper’s Drug Mart, the NBA, Reebok, Miller beer, Wise chips, and Honda.

Furthermore, we have done work in the US, UK, Canada, Australia, New Zealand, Germany, Saudi Arabia, Mauritius, the Maldives, China, and Thailand.

Examples of our brand strategy consulting engagements

Advised the NFL Players Association (NFLPA) to create a new business model for the former players group. We shifted the strategic focus of an internal sports agency to drive harder against strategy and innovation.
Led a brand strategy planning workshop for the Asian region of Shell. In addition, we provided coaching on the brand plans for 11 markets across Asia.
Brand consultant to a food brand on brand positioning statement. From there, we built the brand story. Above all, we helped build a brand plan for the China and UK markets.
Advertising coach to a major consumer packaged goods company. Essentially, we provided input to the strategy and creative advertising, working with both the brand leaders and ad agencies.
Developed full brand strategy roadmap and brand plan for a major premium casual dining restaurant chain to establish a new brand strategy. Led to new look/feel plus brand service values with all 6000 employees.
Led the brand strategy planning process for a healthcare company. Furthermore, we coached on a deep-dive analysis, discovering key issues, writing brand plans and positioning statements.
Worked on new positioning strategy for a technology brand. Afterward, we shifted the concept results from the bottom 25th percentile into the strongest concept ever tested.

To illustrate, Wuxly hired our brand strategy consulting services to help the team with their fashion brand.

Graham robertson Bio

Meet Graham Robertson, founder of Beloved Brands

As the founder of Beloved Brands, Graham Robertson has been a brand strategy consultant to the NFL Players Association, Shell, Pfizer, Honda, The Mayo Clinic, and many other organizations.

Graham advises leaders on defining their brand and figuring out the best possible future for their brand. He has trained some of the world’s best marketing teams. Moreover, he will make your marketing team smarter, and you will see them deliver their best possible performance on your brand.

Graham brings his real-world marketing experience to his role as a brand strategy consultant.

Throughout his marketing career, Graham led some of the world’s most beloved brands at Coke, General Mills, Pfizer, and Johnson & Johnson, rising up to VP Marketing. Furthermore, he has been recognized for his contributions in marketing by winning Marketing Magazine’s Marketer of the Year award. Furthermore, Graham has won four Effie advertising awards.

In 2020, Graham was ranked one of the top ten CMOs by The Silicon Review. Again in 2022, he was recognized as one of the most inspirational leaders in business by Tycoon Magazine.