At Beloved Brands, we help define your brand and map out the best possible future for your brand.

Everyone should know what your brand should stands for, including every customer, employee, or partner. Everyone on your team needs to know the strategies that you are investing in and know their role in delivering those strategies. As a brand consultant, we will help you find clarity by creating a brand your consumers will love.

We help define your brand and map out the best possible future for your brand

At Beloved Brands, we start by defining your ideal consumer, and build a brand positioning that is balanced with functional and emotional benefits, create a brand idea you can stand behind. Then, we help you make decisions in building a strategic brand plan that everyone in your company can follow, behind a shared vision, purpose, key issues, strategies and tactical plans.

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

1. Brand Positioning workshop

We help create a brand positioning statement and brand idea that sets up a brand concept that will help your brand win in the marketplace.

Detailed explanation of our brand positioning process

As part of our brand strategy consulting process, 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 the brand idea out across the five touchpoints to drive consistency throughout your organization, including the brand promise, story, innovation, purchase moment, and consumer experience. Finally, we take all this great work and turn it into a brand concept and a brand story that sets you up to execute and win in the marketplace.

2. Strategic Brand Plans workshop

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

Detailed explanation of our strategic plan process

At the beginning of our brand strategy consulting 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 an audit of competitors and your brand’s work. We summarize the drivers and inhibitors currently facing the brand and the potential risks and opportunities in the future.

Our brand strategy consulting 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 with 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.

3. Marketing execution coaching

Align your marketing execution behind a brand idea that tightens your bond with consumers and moves them through their buying journey

Detailed explanation of our marketing execution process

We believe the goal of any marketing execution is to tighten your bond with consumers and drive demand for your brand.

To focus your agencies, we start with a creative brief that uses the brand positioning and the strategic brand plan. The brief will focus any outside agency on developing smart, creative advertising and media decisions. We work with sales 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 that brainstorms new ideas, turns them into concepts, looks at a testing and assessment method, and then builds and executes 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 marketing execution, including advertising, media, innovation, in-store promotions, and internal communications.

Summarize everything into a brand book presentation to communicate with your team

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What our clients say about us

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

Monique Gomel

VP Marketing, Earls Restaurants

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

David Viola

VP Marketing, Melitta Coffee

Graham’s experience gives his work credibility. His ability to pare complex problems down to simple-to-understand concepts is his greatest strength. While Marketing is an imprecise and confusing science, Graham’s insights and confidence helped us land an exceptional brand proposition as the foundation of our success today.

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 weren’t aligned but 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 to any organization looking to move their brand forward.

Rebecca Reppucci

Marketing Director, Cell Signalling Technology

At Beloved Brands, we have worked with some of the best brands across many industries and around the world, including 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. We have done work in the US, UK, Canada, Australia, New Zealand, Germany, Saudi Arabia, Mauritius, the Maldives, China, and Thailand.

Examples of our work engagements

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

Contact Information

Graham Robertson

Email: graham@beloved-brands.com

Phone: 416 – 885 – 3911

About us

Meet Graham Robertson, founder of Beloved Brands

As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham’s purpose is to use his marketing experience and provocative voice to get marketers to think differently about their brands, and to explore new ways to grow.

In his distinguished 20-year marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards.

Our Brand Toolkit has every template slide to communicate your brand to your stakeholders

If you are running a consumer-driven brand or you are a consultant looking after clients, our Brand Toolkit has every PowerPoint slide you would need.

Our comprehensive Brand Toolkit package has over 120 PowerPoint slides with templates for brand plan presentations, brand positioning presentations, and business review presentations. You will get slides for a creative brief, brand concept, brand credo, and brand story.
You will get blank slides for you to populate. Each line has key definitions. And, we provide a fully completed brand toolkit using Gray’s Cookies.
Bonus: We include reading on strategic thinking and how to write brand plans from our Beloved Brands playbook. You will find many of our models in our Brand Toolkit.

Examples of the slides we include in our Brand Toolkit that you can use in your presentations

Contact Information

Graham Robertson

Email: graham@beloved-brands.com

Phone: 416 – 885 – 3911