Inspiration is important.
Your brand isn't just about what people know or think about your business.
It's about how they feel about it too.
By inspiring people's hearts & minds, you can attract greater interest, create stronger connection, encourage deeper loyalty &, ultimately, own a clearly defined territory that your competitors can't. See? I said it was important!
Inspirational businesses are built upon inspired core foundations.
So, what are Core Foundations?
Your core foundations are the answers to a set of critical questions about your business' intended DIRECTION, CONNECTION, IMPACT & VALUE.
They form the basis for your business brand strategy.
Typically, they come with a host of labels, such as purpose & vision, mission & manifesto, company values or key principles, market positioning & core value proposition... but what you call them doesn't matter.
What matters is the meaning.
Your core foundations form the hymn sheet your whole business sings to.
BRAND MEANS BUSINESS
Huge companies have spent millions proving the commercial case for aligning businesses around core brand foundations (so you don't have to!).
Here are selected highlights of some recent studies.
70% better sales
KANTAR
"What is Brand Equity"
67% more staff engagement
GALLUP
"Q12 Survey"
46% greater market share
HAVAS
"Meaningful Brands"
10% better performance
EY / HBR
"The Case For Purpose"
3 X faster growth
DELOITTE
"Purpose is Everything"
When to call me...
In a world where change is a constant, your core foundations need "fit & flex" - both to support sustainable growth & to ensure that people's perception of your business remains in sync with its reality.
Whenever there has been, or is expected to be, change in your business, markets or audiences, it's time to check your core foundations remain relevant & compelling.
BUSINESS
Setting up a new business
Acquiring/selling an existing one
Changing direction or focus
Changing business model
Changing business strategy
MARKET
Changing laws/regulations
Adapting to new trends
Staying ahead of competition
Expanding in new territories, products or services
PEOPLE
Changes in leadership
Culture building
Attracting new partners/suppliers
Targeting new audiences
Adapting to audience maturity
Multi-sector Experience
I've worked with clients of all sizes and sectors, mostly in Europe, Asia & the US.
The brands shown here have all commissioned me independently - they represent retail, professional services, entertainment, finance, technology, property & education. If you'd like to see more, I've also got 15+ years of international agency clients to share.
Now, I mostly work with founders of growing companies - who want to stop the marbles running in different directions, leverage the power of a focused, motivated team and build their brand professionally in support of their strategic goals.
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What People Say About Me
PHILIP WOOLF, CEO
Mr Simms Sweet Shop, UK
Rachel has been advising the senior management team; she's been instrumental in developing our new brand strategy and marketing collateral. Couldn’t have done it without her.
LAURENCE LLOYD,
former owner of Lloyd&, HKG
...a consistent source of inspired brand strategy blended expertly with sound commercial acumen. Rachel goes above and beyond any other strategist I've worked with to deliver tangible business benefits.
GUY PARSONAGE, PARTNER, PwC UAE
Rachel is truly one of a kind, a total powerhouse that can direct business and brands big and small around all things; strategy, brand, market entry and customer experience.
EMMA PAYNE, CEO,
HelpTexts, US
We had a great experience working with Rachel to rethink & update our brand identity. Rachel was thoughtful and creative, while also being efficient with our time and quick with her turnarounds.