A decision-making system for your brand.
A documented brand strategy covering your business, ideal customer, positioning, brand identity and marketing direction.
Message your customers, guide your team, instruct suppliers with your decisions.
NZ $750* / US $495*
Please complete the complimentary Strategic Insight before booking.
One-to-one with Dayne. Fixed price.
One documented strategy for your business. ✔
Clear instructions for your suppliers. ✔
Strategic system for future decisions. ✔
What your Documented Brand Strategy gives you
A clear foundation for the decisions, people and suppliers shaping your business.
Your business, customer and market decisions are brought together in one documented strategy, giving you a clear reference point for what the brand should say, do and deliver.
You use the strategy to define your ideal customer, shape their path to purchase and establish the messages and customer experience that support the value you offer.
Your team, designers, marketers, developers, copywriters and other suppliers can work from the same strategic decisions, rather than relying on you to explain the strategy each time.
The result: your brand becomes the reference point for marketing decisions and implementation.
Strategy, developed through five strategic steps
You do not simply receive a strategy written about your business.
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 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.
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 your 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.
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 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.
Documented Brand Strategy 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’.