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create brand clarity
"clarity precedes success"
The Who
The What
The Why
I'm Keith Wells. For over 30 years, I've said that I do brand strategy. Specialising in B2B clients, or those whose people are their brand.
But recently a client told me that what I really do is clarity.
"Everything we achieved came from that single point of clarity you made us understand. And it's the word we heard time and again when we were taking out references on you. It's incredibly valuable."
And he's right. All of my work is helping clients be clear about their priorities, their strategy, their values, and what they say.
Because clarity precedes success.
"Our people are our brand"
FINANCIAL
SERVICES
MANUFACTURING
PROFESSIONAL
SERVICES
TRAVEL
& LEISURE
BUSINESS
SERVICES
EDUCATION
strategy
Where do you want to be?
How will you get there?
What will you have to be great at?
What will you need to change (and not)?
positioning
Why will people prefer you?
How can you differentiate yourself?
Where will you sit in people's minds?
What will people associate with you?
values
What is the principle behind your decisions?
What do you stand for?
How will you behave?
How will you show integrity?
communication
Who do you need to talk to?
How should you talk to them?
What do you need them to believe?
How should you reach them?
marketing
Who is your real market?
Why might they need your help?
What do they know/think of you?
How can you attract or retain them?
Clarity precedes success...
strategy
a global B2B supplier
positioning
an international insurance company
values
a professional services firm
communication
a European B2B partner
What's the value of clarity?
"Everything we achieved flowed from that single point of clarity"
"Everything" included market share growth, sector leadership, innovation programme, enhanced employer brand commitment...and was still in place 10 years later
COO - Insurance company
"We have incredible cut-through. We've got to a place none of us could have imagined"
A profound statement of purpose and contribution inspired a strategic leap for an international law firm.
Managing Partner
"We made record profits in Year One, and beat that in Year Two."
Don't let anyone tell you that you can't make money while running a major change programme. You just have to get everything clear and aligned.
CEO
Travel & Leisure company
Is there something on which you would like clarity?
Please get in touch - I'm always happy to have a conversation