Brand Strategy Services for Leaders, Business Owners & Professionals
Strategic services that define one coherent logic for your brand, so every supplier and every decision works from the same foundation.
To begin, your first step is to see your brand’s potential.
★★★★★
Brand strategy = financial strategy • Wellington, New Zealand • Serving clients globally.
30 years’ practice guiding founders and organisations. ✔
Proven frameworks applied with discipline and commercial focus. ✔
Strategy-first ethos: clarity before design, brand before marketing. ✔
How my brand strategy services work
One strategic discipline delivered in three structured levels.
Brand Strategy Services give you a single line of sight from insight to decision, fixing inconsistent messaging. If you are new here, start with the Develop Insight Check to see what your brand is doing today and what it needs to do next.
If you decide to proceed, we’ll start with a focussed Brand Strategy Code session to create or refine a strategy your business can follow. This session will address messaging alignment for both New Zealand and global business owners.
Each session is conducted personally by Dayne Smith, 30-year brand strategy practitioner. Ensuring owner-level insight from start to finish.
From there, you add Advisory support when real-world decisions need interpretation, and move into Brand Architecture when the organisation requires deeper structure and governance.
I work only in brand strategy. Not design. Not marketing execution.
- Brand Strategy Code: workshop session that establishes the core strategy.
- Brand Strategy Advisory: interprets and applies your strategy to real decisions.
- Brand Architecture Programmes: develop, test, and govern complex brand structures.
★ ★ ★ ★ ★ | Trusted by business owners across New Zealand, Australia, the US, and beyond.
Brand Strategy Code session
The step before marketing and the source of your strategy.
The Brand Strategy Code session defines the business logic your brand must operate by, so every supplier, campaign, and dollar has a clear job. In a focused online session, we identify what the business stands for, who it speaks to, and the rules your brand must follow. This gives you a fully fit-for-purpose strategic branding code that prevents supplier rework, protects spend, and guides every commercial decision that follows.
What we cover.
- The audience you serve and the outcome they expect.
- The value you offer and how it must be positioned.
- The competitive logic that sets you apart.
- The language and direction that inform your website, proposals, and campaigns.
- A decision filter that stops suppliers pulling the brand off course.
What you receive.
- The Strategic Code for your business, written in plain language. One clear brand message.
- One direction for marketing and design. Instruction that aligns designers, marketers, and digital partners without contradiction.
- A strategic base that protects margin and prevents repeated or wasted spend. One set of words and rules.
Duration and fee.
Two-hour online workshop
NZ $750 + GST
(Global pricing aligned to region)
Brand Strategy Services Advisory Support
Strategic guidance to apply your brand strategy to real decisions.
Brand Strategy Advisory gives you high-level support when you need judgement, interpretation, or direction. It is a way to refine decisions, correct misalignment, or move from strategy into confident execution without overhauling your entire brand.
What advisory helps you achieve.
- Your audience, their goals, and the problem you help them solve.
- Your core value, positioning, and point of difference.
- The language and messaging that guide your website, proposals, and campaigns.
- A simple decision filter that keeps future work aligned to your strategy.
What you receive.
- Apply your strategy to campaigns, websites, and proposals.
- Review work from designers or digital partners against your brand direction.
- Prioritise which projects to advance or delay.
- Strengthen decision-making with an external strategic view.
- Adjust your strategy as your market or offer evolves.
How advisory is delivered.
Advisory is booked in structured half-day or full-day blocks, giving you concentrated access to deep strategic thinking without the inefficiency of hour-by-hour sessions.
Brand Architecture Programmes
Rigorous strategic structure for growing businesses and complex organisations.
Brand Architecture Programmes are designed for organisations that require a deeper level of strategic order. When brands, sub-brands, services, or personality-driven offers grow without structure, the result is confusion, mixed messages, and reduced commercial performance. This programme establishes a clear strategic framework that governs how your brand is built, named, communicated, and experienced.
What this work involves.
- A review of your current brand strategy and visual identity.
- Interviews or workshops with key decision-makers.
- Mapping of your category, competitors, and internal structure.
- Development of a clear architecture model for brands and sub-brands.
- Naming logic, hierarchy, and relationship rules.
- Testing cycles to ensure the model holds under real business pressure.
- A roadmap for implementation across design, marketing, and customer experience.
What you gain.
- One coherent strategic structure that guides all brand activity.
- A system that protects against random rebranding.
- Clear rules for new products, services, or divisions.
- Consistency across internal and external communication.
- A framework that supports long-term valuation and succession.
Programme investment.
Brand Architecture is delivered as a tailored programme.
The scope is defined by the scale of the organisation and the depth of strategic work required.
We agree the programme budget together before work begins.
Not sure where to begin
Start with a developing your Brand Insight.
This Brand Insight is a formulated 14 question process which helps you see where your brand is clear and where it needs refinement. In a few minutes you will understand whether a Brand Strategy Code session, Advisory support, or a deeper Architecture Programme is the right next step.
Brand Strategy Services proof
Results Leaders & Business Owners openly acknowledge.
These remarks come from Owners, Executives, and Professional Teams who engaged Flying Lizard for brand strategy services. Their reflections highlight the practical gains, renewed direction, and strategic confidence that followed the work.
★★★★★
“The brand strategy Dayne developed stayed strong across the entire development and sale cycle. It held its market position for years and built lasting confidence.”
Robert Clark,
Group Manager, Economic Development & Property, DCC.
★★★★★
“For over 18 months, Dayne has been a reliable and valuable advisor in shaping our marketing strategy. His contribution to our success has been remarkable.”
Kurt Bowen, Paterson Pitts Partners Ltd, Partner..
★★★★★
“Dayne delivered a sharp, strategic rebrand that aligned perfectly with our vision. I highly recommend his work for any organisation needing clear direction.”
Jenny Hall, Partner, Healthcare Company.
Further work and outcomes across a range of client projects.
★★★★★
CONFIDENT DECISIONS START WITH STRATEGY.
A clear brand strategy gives you the confidence to make every future decision with direction and consistency. The Brand Strategy Code session is the first step toward strategic alignment.
Begin with a structured session designed to give your brand a coherent strategic foundation.
For general enquiries, you can also call me on +64 21 323 244 Or you can email me
*All services are billed directly. Prices are exclusive of applicable taxes.
This page outlines the Brand Strategy Services offered by Dayne Smith trading as Flying Lizard, offered online or in person, NZ and Globally. Including the Brand Strategy Code session, ongoing Brand Strategy Advisory support, and structured Brand Architecture programmes. These services are designed for Business Owners, Founders, Leaders, and Professionals who require a clear strategic foundation before committing resources to marketing or operational execution. The page provides an overview of the process, outcomes, and engagement pathways for Flying Lizard’s brand strategy expertise.
