MY APPROACH

Obviously, my approach is very personal and tailormade. And it depends on the assignment. The assignment can vary from starting a new brand, repositioning of a brand or helping to find new brand agency partners. 


But in all cases, my approach will be using a combination of Simon Sinek’s Why/How/What, Byron Sharp’s How Brands Grow and Les Binet & Field's research. 

Brand (Re-)Positioning

The first step, I will define what the brand stands for.  I will ask questions like: Who is the target audience? What attributes define the market you are operating in? Who is the competition? What makes the brand different? What are the key market insights we can build on? What are the distinct brand assets? How can we build them?

After this process I will deliver a brand strategy deck and an internal and external roll out plan.

Brand Identity

Once the brand positioning has been set, the next phase is to define the Corporate and visual identity guidelines.
I will help to define a distinctive identity and build brand assets. 
In a world where on average 5,000 ads a day are served, how do you stand out? 
Together with my network of designers, copywriters, UX/UI designers, etc,
I will deliver a brand book. 

Brand Consultancy

The brand needs fresh eyes to make sure it’s going into the right direction. Or take another direction. In this case I will ask questions such as: Do we need new partners? How do we select partners? How can we write the right brief? How do we judge the new partners? 
I will be part of the pitch team from a content point of view. I won’t be the process support. I will challenge both the clients and the agencies to make sure you choose the correct partners  
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