Independent brand strategist
The clarity to move forward
Clarity that moves people. And your market.
I help brands and organisations get clear on what makes them different and why
people should care. Then we put that clarity to work.
Clarity that moves you
Most brand challenges come down to clarity – or the lack of it.
You know your business, but you can’t quite say what makes it different. Or you can, but it’s not landing. Or a strategy exists, but nobody’s using it.
That’s where I come in. With the clear focus and articulation that makes your strategy stick. Words your people can use. Ideas your customers can feel. That’s clarity that moves you forward.
Senior-level international brand (and big-five brand agency) experience – focused on solving your challenges…
Define where you’re headed (and how you’ll get there)
I work across brand strategy and expression. Maybe the complete journey. Or, you need one or the other. Even when working on just one, I’m thinking about how it all connects. Because strategy that can’t be clearly expressed doesn’t work, and messaging without strategy is noise.
Brand strategy
Get clear on what makes you different and why people should care. Market positioning, a clear narrative, a distinct personality, and the North Star idea to organise, inspire and motivate.
Brand messaging & voice
Find the words. Messaging that cuts through, brand naming, hard working taglines, and voice principles to help you stand out – and show up consistently.
What clarity looks like
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Award-winning naming strategy
A French biotech
Knocked back by late-stage trial setbacks, pivoting under new leadership into a life sciences group. Renamed and relaunched around a single purpose – turning research into medicines.
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Distinction by brand voice
A global software giant
A relaunched web browser with everything to prove, in a category a rival had come to own. Given a human, distinctive voice to stand apart – differentiation by personality, not features.
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Award-winning brand strategy
A broadband network
A new wholesale brand created to serve retail rivals its parent was created to compete with. Positioned independently to serve competitors, yet connected enough to carry the parent’s values and reputation.
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Strategy and copy
A national organic brand
Off the shelves after a fire stopped production, customers were missing more than the product. Reintroducing a firm favourite – back to the shelves and customers’ hearts.
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Repositioning and rebrand
A leading law school
The oldest in its market, presenting itself as a venerable institution – classical halls, beautifully lit and empty. Repositioned around the living community of practice within, as where the law is learned and lived.
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‘I’d highly recommend Garrett for strategic brand work.’
CEO / Founder
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‘Your strategy doesn’t just sit there in a PowerPoint.’
CEO
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‘Hits the nail on the head’
COO
Working with me
Direct, collaborative, creative.
I listen first, challenge constructively, and focus on what works in the real world.
What you get
- Clarity on what makes you different and why people should care
- Messages your audience connects with
- Language your people can actually use
- A way of being that makes sense across sales, marketing, recruitment (and everything else).
Who I work with
I work directly with organisations at pivotal moments – scaling up, entering new markets, repositioning after a merger, embracing an opportunity or recovering from a crisis.
Moments when getting the brand right really matters.
I also work as strategic partner to top agencies who need c-suite level brand thinking.
My experience with national and global brands includes senior roles with industry giants FutureBrand, Landor, and Brand Union. Now, I’m independent – you get the thinking without the overhead.
What I help with
I get the call when:
You’re growing, but the brand hasn’t kept up.
What worked when you were small feels stretched. The story’s muddled. You need to figure out what you stand for – and make it stick.
You’re entering a new market or launching something new.
Different audience, different context. You need positioning that works there, not just a translation of what you’ve always said.
You’re merging, acquiring, or restructuring.
Two brands becoming one, or one becoming many. Someone needs to make sense of the architecture – and find the thread that holds it together.
You need to say what you do, clearly.
The message is mixed, or individuals are creating their own different pitches. Outside the team, nobody knows what you actually offer or why it matters. You need words that connect with your audiences.
See previous examples and how I work →
Brand thinking – articles
Business strategy made sticky.
February
You have a business strategy. It’s ambitious. Well-conceived. The board’s on-board. Why isn’t everyone moving in the same direction? Because strategy on paper isn’t strategy in action. And the gap between is where many plans come undone.
MoreDo you have a positioning problem? Six ways to tell.
February
You have a great offer. Your customers love it. But new prospects aren’t biting, every conversation drifts to price, and your own team describe what you do differently every time. Sound familiar? These are symptoms. The problem probably isn’t your marketing.
MoreBrand tone of voice: strategy before style
January
When people talk about tone of voice, they often mean some basic word choice. A vocabulary. Maybe a list of ‘words we use' and ‘words we don't.' That’s not wrong, exactly. But it’s not where to start.
MoreClient and partner reviews…
Garrett has the ability to look wide and understand the business needs. He knows and understands where you need to be in the market and gives you practical steps to take you there. He seeks out ideas to get you there, to help you to stand out. He has a gift for finding the words and images, translating the concept of the strategy into practise. Your strategy doesn’t just sit there in a PowerPoint.
Garrett is very skilled at collaborating with key stakeholders to understand the essence and personality of the brand and what makes it unique in a somewhat crowded marketplace ... Garrett’s ability to take outputs from the workshop and craft authentic, credible and impactful messaging is second to none. I’d highly recommend Garrett for strategic brand work.
I want to reiterate again how impressed I am with the work you’ve done on the brand strategy. You absolutely nailed it and what we are about, and I am over the moon with all of the outputs, in particular the principles and the promise, they are excellent, genuinely. I look forward to the next part of the project and I think we’ve a super foundation and clear direction now to build on.
Build the best foundation for your brand.
To discuss the challenges and opportunities you are facing…
Get in touch