Your strategic foundation, documented.
Documented Brand Strategy for your business.
Work with me to establish the strategy you can own and use.
NZ $750* / US $495*
Please complete the complimentary Strategic Insight before booking.
30 years of commercial experience. Developed personally with you. Fixed price.
One documented strategy for your business. ✔
Clear briefing foundation for your suppliers. ✔
Strategic decision filter for future marketing investment. ✔
What your Documented Brand Strategy gives you
Clear strategic foundation for the decisions, people and suppliers that shape your business.
A rigorous, collaborative process that turns your business knowledge into a practical strategic foundation.
The engagement produces one documented Brand Strategy, developed with you through five strategic stages.
You do not simply receive a strategy written about your business. We work through the strategic decisions together so you understand what has been established, why it matters, and can commit to using it as the foundation for future decisions.
The Five Strategic Steps
Brand Foundation
Why the business exists, what it stands for and what it intends to achieve.
Brand Strategy
The position your business is best placed to occupy in the market and the difference that supports it.
Brand Identity Overview
The strategic direction for how the brand should be represented and understood.
Brand Experience
Who the business is best placed to serve and how the intended customer should experience the brand.
Brand Planning
How the strategy provides direction for future decisions and development.
One strategic foundation for the business and its suppliers
The completed strategy gives everyone working on your brand something clear to work from.
You receive:
- A formal Brand Strategy document. The complete documented strategy in a professional PDF.
- A master text file. The originating strategic content, which you own and can update as the strategy develops.
- A three-page Brand Visualisation Framework. A concise visual expression of the strategic direction, including mood, typography and identity direction.
The strategy can then be used to brief designers, marketers, developers, copywriters and other specialist suppliers without requiring each of them to interpret the business from scratch.
What This Engagement Does Not Try to Do
A strong foundation, not the whole journey.
The first level establishes the strategy. Further strategic work can follow where the business requires it.
This engagement is deliberately focused. It establishes a rigorous and reasonably robust documented Brand Strategy without attempting to solve every implementation question that may arise from it.
For example, identifying your ideal customer and understanding their language may reveal further opportunities in customer research, messaging, content, sales or marketing implementation.
Those questions can be addressed through further strategic support where required. The important first step is having a strategy to build from.
Who This is For
For business owners ready to establish their strategic foundation.
This service is designed for owners, founders and leaders who need their brand strategy documented and agreed.
It is particularly appropriate when:
- The business has never had a documented brand strategy.
- The owner has a clear understanding of the business but needs that thinking formally established.
- Different suppliers or team members are making different assumptions about the brand.
- The business is ready to make future decisions from a common strategic foundation.
Feedback from Business Owners
What business owners say about the work.
Practical evidence from people who have worked through the process.
★★★★★
Functional business logic
“It supported decision-making rather than added noise. Dayne’s strength was his ability to take existing material and reframe it so the logic held when conditions broke down. He is methodical, calm, and precise, thinking carefully about how information will be used.“
Sam Mulholland, Standby Consulting Limited.
★★★★★
Practical innovative delivery
“Practical, down-to-earth delivery with no hidden surprises. The word marketing often inspires companies to offer airy fairy stuff loaded with large charges. In contrast, Dayne’s down-to-earth manner and delivery were refreshing. Everything was laid out clearly as we went along.“
Derek Senior, Business Owner.
★★★★★
Higher business turnover
“This transformed how we approach every decision. We finally understood what we stood for and why customers should choose us. This helped us achieve a 25% increase in turnover for the 12-month period and we have continued to use Dayne’s services to promote our business.“
Vicki and Francis Fitzpatrick, Tonic Bar.
Trusted globally. Proven locally. Delivered personally.
Meet your strategist, Dayne Smith
30 years of commercial experience in brand strategy and positioning.
I’m an independent brand strategist based in Wellington, New Zealand. Since 1996, I have worked with business owners to understand their businesses, markets and customers and develop strategies that give them a clearer direction.
I work directly with you throughout the process. There are no agency layers or conflicting commercial interests.
The outcome is a documented Brand Strategy that you own and can use as the foundation for future decisions and specialist work.
Brand Strategy Documented FAQs
Common questions often ask before booking.
How soon can I book?
Availability is usually within 7 to 10 days. Current availability is shown through the booking link.
How long does the process take?
The engagement combines preparation, focused collaborative sessions and the development and refinement of your documented strategy. The time required depends on the business and the material available.
What happens if we identify further strategic work?
The documented Brand Strategy establishes the foundation. If the process identifies deeper strategic requirements, those can be addressed through further strategic support.
Can I use AI tools alongside the strategy?
Yes. AI and other tools can be useful during implementation. The purpose of this engagement is to establish the original strategic decisions those tools and your suppliers need to work from.
Is the price fixed?
Yes. The engagement is NZ$750 + GST. Any further strategic work is discussed separately.
Do you work with businesses outside New Zealand?
Yes. The process can be delivered online to businesses internationally.
What support do I receive after delivery?
Seven days of direct support is included to help with early questions as you begin using the strategy.
Is the work confidential?
Yes. Discussions and materials are treated as confidential.
My Brand Stratgey Code session are build on recognised strategy principles. Understanding Marty Neumeier’s ‘The Brand Gap’.