Brand Strategy Consulting | Brand Positioning & Strategic Plans

We help brands find new growth

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

2022 BBI logo brand consulting

Can you describe your brand to me in seven seconds?

Everyone should know what your brand stands for, including every customer, employee, or partner. 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, behind 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. 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. Finally, we take all this great work and turn it into a brand conceptbrand story, and credo document that sets you up to execute and win in the marketplace.

Below are the brand strategy consulting tools we use to define 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 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.

Below are the brand strategy consulting tools we use to map out your strategic 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 and move them through their buying journey focused on driving growth and profit for your brand

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

These are the brand strategy consulting tools we use to execute your brand

We summarize everything into a strategic brand book presentation to communicate with your team

Click on any to expand brand strategy consulting tools

brand consulting

Little Freddie hired our brand strategy consulting services, helping the Little Freddie brand team in China and the UK

What our clients 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. 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.
Brand Strategy
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. As a brand strategy consultant , his ability to connect complex situations and drive the room to focus, is exceptional.
Brand Strategy
David Viola
VP Marketing, Melitta 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. 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.
Brand Consulting
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 to any organization looking to move their brand forward.
Brand Strategy Consulting
Rebecca Reppucci
Marketing Director, Cell Signalling 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, 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.

As a brand strategy consultant, 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 and 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, then provided coaching on the brand plans for 11 markets across Asia.
  • Brand consultant to 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 strategy roadmap 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 strategy 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.
brand consulting

Wuxly hired our brand strategy consulting services to help the Wuxly 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. 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. He has been recognized for his contributions in marketing by winning Marketing Magazine’s Marketer of the Year award, as well as four Effie advertising awards.

In 2020, Graham was ranked one of the top ten CMOs by The Silicon Review and in 2021, he was recognized as one of the most inspirational leaders in business by Tycoon Magazine.

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