I help businesses define, build and lead their brand with clarity
Some businesses come without a clearly defined brand. Others have one, but aren’t confident it’s being applied consistently as the organisation evolves.
In both cases, the challenge is the same: brand needs leadership. Someone to define what it stands for, make deliberate choices, and ensure it’s carried through decisions, behaviour and execution over time.
I work with founders and leadership teams to establish brands properly, strengthen them as organisations grow, and make sure they remain clear, coherent and commercially useful.
Not sure what stage you’re at?
If you’re questioning whether your brand is clearly defined, consistently applied, or fit for where the business is heading next, a short Alignment Diagnostic can help bring that into focus.
BrandOps
Good brand leadership relies on good habits around it.
BrandOps is my work on how brands are run day to day, how decisions are made, how teams stay aligned, and how consistency is maintained as businesses change. It supports both early-stage brand building and more established organisations that want stronger guardrails in place.
Explore BrandOps →
Clear thinking. Deliberate choices. Practical leadership.
Brand work only creates value when it’s grounded in the reality of the business.
I work closely with leadership teams to define what the brand needs to be, clarify what it should guide, and put structure around how it’s applied. That might involve shaping a brand from scratch, sharpening an existing position, or strengthening how brand decisions are made across the organisation.
The emphasis is always on clarity, alignment and decisions that hold up over time — not frameworks for their own sake.
Define the brand properly
I help establish clear brand foundations. What the brand stands for, how it should be positioned, and what it should guide. Whether the brand is being built from scratch or needs sharpening, this is about making deliberate choices rather than vague intent.
Outcome: a brand people can actually use to make decisions.
Lead brand where decisions are made
Brand only works when it shows up in real conversations and trade-offs. I work closely with leadership teams to apply the brand consistently across priorities, messaging and execution, not by policing, but by providing clarity and direction.
Outcome: fewer debates, faster alignment, stronger consistency.
Put guardrails in place so it holds
As organisations evolve, brand needs structure around it. I help put the right habits, decision rules and ownership in place so the brand stays coherent as teams grow, change and move faster.
Outcome: brand that holds up over time, without constant intervention.
Brand-Led. Commercial-Minded. Calm in the Chaos.
I don’t do “brand” as a side dish. I work with leaders to make brand a clear driver of decisions, alignment, and momentum. That means knowing when to push for precision, when to simplify, and when to cut through internal noise so the business can move.
My approach is practical, commercially minded and grounded in experience rather than theory.
✅ 25+ Years Experience: I started in HealthTech and have worked across sectors where clarity and trust actually matter. I’ve seen what happens when brand is led well and what happens when it’s left to chance.
✅ Built and Led Teams: I founded and ran a customer experience and marketing agency, helping organisations sharpen positioning, improve performance, and execute with consistency at scale.
✅ Results That Hold Up: I’ve helped a startup raise over £22m, built a 6 figure communities, and delivered campaigns that generated £35m+ for global causes. I care about outcomes, not activity.
✅ Pattern Recognition: I’ve watched businesses stall because brand got vague, decisions got political, and execution drifted. I know the early signals and I know how to fix the system, not just the symptoms.
Businesses That Want Clarity, Not More Noise
I work with founders, CEOs and leadership teams who want brand to be clearer, more deliberate, and easier to execute. Sometimes that means building a brand properly from the outset. Sometimes it means tightening direction and consistency so the business can move faster without losing coherence.
This isn’t about industry. It’s about intent. Leadership teams who want brand to be a source of focus and confidence, not debate and rework.
✅ Early-stage: Establish a clear brand from scratch, built to last
✅ Scaling: Hold consistency as teams grow and complexity increases
✅ Established: Re-clarify position, sharpen direction, and reduce drift
✅ Changing: M&A, private equity involvement, new leadership or a new strategy where the brand needs re-anchoring
Let’s Talk About Your Business
If you need senior brand leadership, whether to build something new, strengthen what exists, or put better guardrails in place, let’s talk about what’s going on and what the smartest next step looks like.