Strategic brand roadmaps

Focusing efforts to maximize brand impact
Organizations with focus stand out in a sea of sameness, establish strong internal alignment and are well-equipped to achieve ambitious growth. Why? Because brand positioning is more than a tagline or a marketing message. It’s a strategic foundation that shapes how you compete, how you grow, and how you lead.
At The Brand Consultancy, we help ambitious organizations define brand positions that are not only clear and compelling but built to drive business performance. We bring focus to your strategy, alignment to your teams, and confidence to your decisions.

Effective brand positioning doesn’t have to be a frustration

Even the most capable leadership teams face positioning strategy challenges.
The root causes are often systemic:
  • Misalignment between marketing, sales, and product
  • Messaging that reflects the past, not the future
  • Inconsistency across channels and customer touchpoints
  • Broad targeting that dilutes impact
  • A lack of true differentiation in a crowded market
These issues impact all industries. They are universal. And they’re solvable.

What’s at stake if this goes unsolved

When your brand lacks clarity, the consequences ripple across the business:
  • Sales cycles slow down as customers struggle to understand your value
  • Loyalty weakens, and Net Promoter Scores decline
  • Internal teams pull in different directions, wasting time and resources
  • Even strong products fail to gain traction in the market
Without a clear brand positioning, businesses are missing growth opportunities. Poor positioning results in slowed momentum, and most importantly, lost revenue.

How we approach brand positioning strategy differently

We help you find your focus, and lead with it.

Research-Led Insight

We engage real stakeholders through proprietary qualitative and quantitative research to uncover what truly drives decisions and behaviors.

Clarity-First Strategy

We distill complexity into clear, defensible positioning rooted in competitive reality and business ambition.

Executive Alignment

We bring leadership together through facilitated workshops that foster alignment, conviction, and shared ownership (without being time consuming).

Actionable Frameworks

We deliver tools that translate strategy into action—messaging hierarchies, positioning platforms, and visual frameworks that guide execution and ensure consistency.

Research-Led Insight

We determine what you should keep doing, start doing, and stop doing utilizing the fewest resources (manpower and money) to achieve the greatest business impact and create a feasible and actionable roadmap to get there.

Our methodology is rigorous yet quick, collaborative yet decisive. We blend deep expertise with innovative thinking to help you move forward with confidence.

Great design starts with insight

Every creative decision is grounded in data, aligned with strategy, and built to perform.

Insight-led design

Research is the foundation of
our work – all done in house –
for decision making with
confidence.

Deep strategic alignment

Your identity becomes a
direct expression of your
brand’s essence and
personality.

Senior-level integration

Our experienced team
collaborates across research,
strategy, and design—
seamlessly.

Focused, efficient engagements

We move quickly and
decisively, removing
subjectivity and reducing
complexity.

What branding looks like in financial services today

Financial services firms face a unique set of branding challenges:
  • Declining trust in insurers and financial institutions
  • Digital disruption and fintech competition
  • Indistinguishable rates, products, and services leading to commoditization
  • Member/customer loyalty erosion
  • Generational shifts in expectations
  • Customer skepticism and trust gaps that slow acquisition
  • Internal misalignment across siloed teams and business units
Our unique approach will help you overcome these barriers with clarity, confidence, and a brand
strategy built for today’s financial landscape.
We believe great branding starts with great understanding. Our robust approach to both qualitative and quantitative research uncovers what matters most to guests, franchisees, and staff. Our in-house research and analytics team translates data into insight, and insight into brand strategies that are emotionally resonant, operationally grounded, and built for growth.
“They helped us create and launch a new brand that outperformed all underwriting in terms of rate,
revenue, and net promoter score. Their research has informed some of our most important strategic
decisions, including brand architecture, customer segmentation and targeting, and creative
optimization.”
—Extended Stay America

We help organizations position their brands for success

“They bring many years of hands-on branding experience to their work, and their expertise really shows in the results they deliver. The power of a brand is unleashed only when it goes far beyond advertising and logos and into your organization and operations. Not all branding firms understand that; they do.” 

—Northside Hospital

Impactful brand positioning

Case Study: Curi
Link >>
Curi engaged The Brand Consultancy to reposition its brand for national growth, evolving from a regional medical malpractice insurer into a diversified financial services enterprise. Through a comprehensive approach including research, enterprise brand platform development, brand architecture, positioning, visual identity, messaging, employee engagement, and activation, we introduced a unifying Masterbrand strategy anchored in the brand essence “Unwavering Commitment.”
This strategy aligned Curi’s three business lines, Insurance, Advisory, and Capital, under a cohesive identity with distinct visual and verbal expressions, enabling each to compete effectively while reinforcing the strength of the whole.  As a result, Curi has driven strong year over year performance and growth.
"The Brand Consultancy has been an invaluable partner for years helping us define, refresh, and activate a brand that has become a true growth engine—contributing to measurable gains in awareness, engagement, and growth. Their top-notch research, strategy, and creative are matched only by their expert guidance that has driven meaningful increases in both internal alignment and market performance."
—VP, Marketing

Your brand is a strategic asset. Let’s ensure its driving as much value as you are.

Whether you're navigating a merger, introducing a new solution, or restoring market confidence, The
Brand Consultancy delivers the insight, strategy, and collaboration to help you advance, with
purpose and precision.

Impactful brand positioning

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"The Brand Consultancy has been an invaluable partner for years helping us define, refresh, and activate a brand that has become a true growth engine—contributing to measurable gains in awareness, engagement, and growth. Their top-notch research, strategy, and creative are matched only by their expert guidance that has driven meaningful increases in both internal alignment and market performance."

—VP, Marketing
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