Approach
Make your Brand A Business Advantage
My approach puts customer-centric brand strategy at the centre of business transformation.
I help align leaders and teams around a clear, vision - one that’s commercially scalable and built for the future.
Using proven strategic brand management techniques, energising communication and a deeply personalised, hands-on style, I partner with you to define your strategy and then turn it into action.
I define "brand" as the “meaning people attach to you and your offering”. You do not own your brand. Your audience does. It's what they say it is. Its the value they place on you.
“Branding” is the “management of meaning”. It is the strategic analysis, planning and delivery of experiences designed to give the right meaning to the right people. It allows you and your team to make better decisions.
My approach is commercial, strategic, and actionable - enabling powerful brand management.
FROM...
Let's shift
TO...
Having a brand that's hard to explain
→
Having a brand with a clear, consistent story that everyone can articulate
Branding as a Marketing cost centre
→
Brand as a driver of commercial growth and differentiation
Leadership misalignment
→
Leadership aligned and focused
Internal confusion or cynicism
→
Internal belief, buy-in, and behavioural alignment
"Branding" seen as external only
→
Brand embedded in culture, people, process and innovation
#4
manage
We put in place systems to track ongoing progress, keep the brand on course and ensure ongoing alignment. Brand becomes a tool for focus, clarity, and continuous improvement.
#3
Deploy
Together we bring the strategy to life - internally & externally. We create brand plans across functions, aligning your people, helping embed the brand in culture, experience, communication and operations.
#2
DEFINE
Next, we collaboratively align around the core brand strategy - answering big strategic questions and shaping a clear, practical strategy. This gives us one powerful idea to rally around and a focused plan to move forward.
#1
Discover
First we begin with diagnosis and insights. Conducting research to get qualitative and quantitative data about the situation that we can use to make informed decisions.
My battle tested BRand Management Process
#1
Discover
- Leadership discovery survey
- Stakeholder interviews
- Market segment focus groups & interviews
- Loyalist customer research
- Ethnography
- Competitor & market research
- Staff focus groups & surveys
- Heritage Research
TYPICAL ACTIVITIES
- Discovery Playback Presentation
- Insights report
OUTPUTS
Every brand already means something - to staff, customers, and the market. Discovery is where we find out what that meaning currently is. This is diagnosis, not design. We look at how your brand is perceived, what attributes and value is attached to it, how it behaves and how aligned your teams are around what it stands for.
Typically I would actively involve your people. We announce the work internally and invite participation to build excitement, transparency, and early buy-in. This is a moment of change - and we want your staff to feel part of it. Discovery usually includes leadership interviews, staff surveys, customer feedback, brand audits, and market analysis.
I also bring commercial and market context into the mix. What’s driving change in your industry? Where are the pressures? How can brand become a lever to help achieve your growth ambitions?
This phase surfaces gaps and misalignments, but it also builds momentum. It’s the first step in shifting your brand from passive asset to active operating system.
#2
DEFINE
- Leadership Workshops
- Identification of strategic opportunities
- Vision and positioning statement development
- Brand strategy devleopment
- Brand portfolio architecture & naming
- Narrative & Messaging Development
TYPICAL ACTIVITIES
- Brand Strategy Document
- Brand Strategy Presentation
- Core Brand Foundation Statements
- A single “Big Brand Idea” to anchor all activity
OUTPUTS
With insight gathered, we align leadership around what the brand should mean - and who it should matter to. This is not a comms task. It’s strategic and requires leadership. Together, we;'ll define the brand from the inside out, starting with four essential questions:
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Why do we exist beyond making money?
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Who do we serve, and why does it matter to them?
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How do we show up for them?
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What is our unique offer?
We tackle these questions together, in high-impact workshops designed to unify the leadership team and connect different parts of the business. From this alignment, we extract a single, powerful brand idea - a north star for the organisation.
That idea becomes the basis of a clear, actionable brand strategy document. A tight, focused guide containing an outline of what’s happening, why it matters, and what we believe to be true - a clear outline of our plan, it's implications and what needs to change and a high level roadmap showing what we're going to do about this and when.
This is a strategy people can use. It doesn’t just inspire - it informs decisions and unlocks growth.
#3
Deploy
TYPICAL ACTIVITIES
INTERNAL
- Brand launch event
- Brand plans with HR, People, Ops, etc.
- Employer Brand + Employee Value Proposition (EVP)
- Culture Programme
- Employee Journey
- Internal comms
- Internal brand launch
- Training sessions
- Renaming processes / Brand architecture
- Change management
EXTERNAL
- Brand launch event
- Brand plans with Marketing, CX, product, etc.
- Audit of existing brand expression
- Innovation programmes
- Brand codes and visual identity strategy
- Customer journey map
- Experience design consultation
- Internal + External Brand launch Events
- Functional 12-month brand plans
- Internal launch and communication roadmap
OUTPUTS
With strategy defined, we move to action. The next phase is where the strategy starts to becomes real - through communication, behaviours, systems and experience.
Deploy: Internal
We start inside. If your people don’t understand or believe in the brand, your customers won’t either. Internal deployment focuses on embedding the brand into your culture, processes, and people.
We begin by asking what the new strategy means from an Employee's perspective. We plan a launch and change communications. Where needed training and enagaement is designed and planned.
Often this work would involve shaping a strong, brand-aligned Employee Value Proposition (EVP) - what you promise your people, and how that promise is delivered. We work with HR and leadership to align hiring, onboarding, values and performance systems. This enhances your employer brand and supports retention and recruitment.
We also help internal teams create brand plans - practical, team-specific actions based on the master brand strategy. These are usually built on a 12-month cycle and designed to orientate each function (e.g. HR, Ops, Innovation) toward the new strategic direction.
This is collaborative work. I build capability inside your teams and equip them with the tools, language, and ownership to make it stick.
Deploy: External
Now we look at how the brand shows up for customers. This includes communication, naming, product, service and experience design. Every external touchpoint is reviewed through the lens of the strategy.
I support marketing, product, and CX teams create their own brand plans in repsonse to the Master strategy with clear measures and activities mapped over 12 months. These plans ensure your brand message isn’t just expressed - it’s felt by customers through real experiences.
Whether using your in-house team or trusted creative partners from my network, I support the rollout to ensure coherence, distinctiveness, and strategic alignment. This is not about creating ads. It’s about creating meaning - at every moment of the customer journey.
#4
manage
- Brand KPIs & Success Measure Setting
- Brand tracking programme
- Governance Frameworks & Processes
- Review & Reporting Rhythm
TYPICAL ACTIVITIES
- Brand Tracking & Reporting
OUTPUTS
Branding is a continuous discipline. Implimenting tracking & review cycles helps your business stay aligned, evolve intentionally, and measure impact.
We set clear, trackable objectives tied to the strategy. These might relate to staff engagement, CX metrics, innovation output, market positioning, or commercial outcomes. The goal is not vanity metrics - but proof that the brand is creating positive change.
We build lightweight brand governance systems that help maintain momentum - quarterly check-ins, brand councils, and integration of brand into planning cycles. We also equip internal leaders to act as brand stewards, not just project sponsors.
This phase turns strategy into habit. Brand becomes embedded in how you think, plan, and lead. You keep evolving, but never drift.
My approach has been featured in :
"Having worked with Matt Davies for 12 months I can genuinely say I have rarely worked with such a professional, creative and results driven strategic thinker as Matt. He brings integrity and structure combined with relentless energy and enthusiasm to deliver game changing results. "
Alan Baker, CEO, Goodshape
"Working with Matt was an exciting experience! It's like handing your brand to a magician who also happens to be a psychologist, storyteller, and business strategist— with the energy of a superhero!!! I can confidently say that Matt is one of the most insightful and forward-thinking professionals that I've come across and I highly recommend him."
Mary Trimithiotou, FOUNDER & MANAGING DIRECTOR, ROYAL PINE, CYPRUS
“Matt strongly contributed towards creating a shared vision for Montel which has then informed many important company initiatives. Matt gave inspiring presentations and hosted several workshops which supported Montel in being able to clearly set, measure and ultimately achieve its goals.”
Matthew Scrimshaw
Chief Commercial Officer at Montel Group
"Working with Matt has been transformative. He worked our leadership team very hard and he got real results. It’s no exaggeration to say that within two days we had our five year plan in place, a timetable for year one and most importantly real but in from everyone around the table. He then helped us to launch that plan to the wider firm to unanimous acclaim. Matt is so easy to work with, his empathy, positivity and energy is boundless, it’s a superpower. I would 100% recommend him."
Louise Dawson, Managing Partner, Bolt Burdon
"I recommend Matt unreservedly - the sheer magic he works is incredibly powerful and has set the path for a bright future !"
Louise Spellman, CEO, Spark Education Trust
"I recommend Matt Davies if you're looking for someone who can cut through complexity, energise your team, and deliver brand strategy with impact.
I recently had the pleasure of working with Matt on our EVP (Employee Value Proposition) project, where he brought an incredible level of energy, passion, and strategic clarity to the table. Matt uncovered the insights that mattered most and did so in a fun and engaging way. I really appreciated his ability to distil the noise into a clear, compelling narrative that captured our culture and who we are."
Perie Cordner, Head of Culture, Association of Chartered Certified Accountants
“Matt is beyond talented. He's smart, visionary, emphatic, and inspiring. Anybody who works with him can count themselves very lucky indeed. He's one of those people who just make you feel good about life.”
Marty Neumeier, Best Selling Author and Co-founder of Level C
"Matt is incredibly creative and enthusiastic about what he does. He helped breath real life and energy into projects I have delivered, helping me and my team to really consider and articulate the brand/tone of voice we wanted to create. This in turn ensured two key projects where engagement with our learners was crucial, landed with incredible impact with consistency in tone across all communications."
Steven Evans, Global L&D Manager, Specsavers
"The energy Matt brings into the room is unmatched. He always put 110% into everything that he does and engage all stakeholders to make sure we get the best outcome. The brands that have been generated under Matt's guidance have been constantly receiving praise and positive feedback, showing the effectiveness of his craft and methodology. If you think of anything brand-related, think of Matt!"
Neal Tantisukrit, Founder, Beameo
"All I can say is Matt is one of a kind and when he's on board he brings his whole self into whatever needs doing. Matt has a very infectious personality and he brings an abundance of experience, knowledge, positive energy and belief. The best way I can summaries the experience is... Every organisation needs a Matt Davies"
Perminder Rupr, CEO, Elipse Health
"It a real pleasure working with Matt. His ability to help you simply navigate the key essentials of branding in a compelling storytelling format are fantastic. My sessions with Matt always leave me energised, full of actionable ideas and above all are just great fun!"
Lisa Ashdown, Head of Commercial, Holland & Barret
"Matt has a unique talent for influencing change and guiding teams and organisations towards embracing a common vision. The speed at which he gets things done is remarkable. Not only is Matt highly responsive, but he manages to simplify complex issues, communicate them succinctly to stakeholders, provide fast, meaningful solutions and influence change. He is a rare breed of thought leader who not only offers insightful guidance but also actively engages in hands-on work to achieve results."
Lynn Robertson, Design Manager, ACCA
"Matt is extremely knowledgeable, a great guy and able to provide much valued new perspectives on areas for development - both marketing related and general strategic direction."
Tim Carey, Head of Design, Mace
"Matt is focussed, passionate and visionary in his work. His enthusiasm and positive attitude is contagious. With outside of the box thinking I could rely on him to go outside his role to deliver results. It was a pleasure to work with him."
Magdalena Cunnington, Corporate Strategy Manager, Capital One
"I love working with Matt, he brings energy, enthusiasm and positivity to all he does. Matt has worked with us so that we can better understand how we can serve our customers, both internal and external. Matt has provided direction and clarity in the development of our Operational strategy, which is much clearer as a result of his influence."
Chris Yates, Operations Director, Willmott Dixon
"Matt has an infectious energy and creativity which meant I always looked forward to working with him. He was unphased pitching ideas to senior leadership in my organisation and represented our best interests well in challenging inter-agency discussions."
Charlotte Iwanejk, L&D Manager, Boots