What each capability includes.
Packages define what you get; capabilities define what is possible. Each card says what the work covers.
THE TEN
01
Core strategy
The decisions everything else is built on.
Brand positioning
Strategic direction
✓ A clear positioning statement
✓ What you do, who you serve and how you are different
✓ Where you fit in the market
Used to guide website structure, identity and messaging.
Value proposition
Differentiation and clarity
✓ Your value, set out in a clear structure
✓ Outcomes, benefits, proof points and reasons to believe
✓ An offer that is easier to understand and to sell
Customer personas
Audience definition
✓ Ideal client profiles
✓ Motivations, pain points, goals and objections
✓ The criteria they use to decide
Used to improve messaging, offers, content and conversion.
Messaging framework
Messaging structure
✓ Core messages and proof points
✓ Communication pillars
✓ Direction for website, marketing, sales and social content
Voice and tone guide
Communication rules
✓ Clear rules for how your brand sounds
✓ In written and spoken communication
✓ Consistent tone, language and style across channels
02
Context and diagnostic
These diagnostics identify what is happening. The strategy defines what to do about it.
Competitive analysis
Strategic level
✓ Review of 3 to 5 relevant competitors
✓ Positioning patterns and messaging themes
✓ Differentiation gaps identified
✓ Insights that support your positioning decisions
Brand audit
Diagnostic review
✓ Review of brand assets, messaging and offers
✓ Website and key touchpoints assessed
✓ Consistency and alignment evaluated
✓ Gaps, risks and improvement areas identified
Market research
Context analysis
✓ Analysis of your market and category
✓ Audience expectations and trends
✓ Opportunities, risks and constraints that shape the direction
03
Strategic articulation
The strategy turned into clear narratives and guidance your team can use.
Brand story outline
Strategic narrative
✓ A clear brand narrative
✓ Who you are and what you solve
✓ How you create value and why clients should trust you
Rollout recommendations
Strategic guidance
✓ Where and when to apply the strategy
✓ The order across touchpoints, channels and initiatives
✓ Consistent, effective adoption
04
Group
Intent
Extensions, where the strategy goes next.
Strategy-led work that shapes what comes next: the website, the offer, the sales conversation.
APPLY THE STRATEGY
Website copy and structure foundation
Strategy-led, not full copywriting
✓ Website structure: pages and hierarchy
✓ Homepage section flow
✓ Page goals and messaging focus
✓ Headline and section intent guidance
Guidance, not final copy. Assumes your positioning is validated or provided.
Standalone · best with a strategy project · also in Website Design & Build
SEO strategy foundation
Search direction and priorities
✓ Keyword themes per service or offer
✓ Search intent mapping
✓ SEO priorities for your main pages
✓ Title, meta and on-page guidance aligned with your messaging
Does not include content writing or backlinks.
Standalone · best with a strategy project · also in Website Design & Build
Service architecture and offer structuring
How the brand maps to what you sell
✓ Service structure and naming recommendations
✓ Short and long descriptions
✓ Capabilities, benefits and FAQ outlines
✓ Offer hierarchy
Needs a strategy project or a deep intake process.
Conditional · best with a strategy project
Website wireframe and UX recommendations
Structure before design
✓ Low-fidelity layouts and content hierarchy per page
✓ CTA logic and conversion flow guidance
✓ UX best practices aligned with the strategy
Not visual design and not final wireframes.
Conditional · best with a strategy project
Sales and pitch messaging framework
Value in the sales conversation
✓ Elevator pitch and one-liners
✓ Sales conversation framing
✓ Objection-handling language
✓ Clear value for each service or product
Conditional · best with a strategy project
Your team runs it. We stay close.
Helping your team adopt the strategy and apply it consistently.
USE IT DAILY
Internal brand playbook
Team version
✓ Simplified internal brand rules
✓ Messaging do’s and don’ts, with examples
✓ Quick-reference guidelines
Limited · best with a strategy project
Brand activation and rollout plan
From recommendations to action
✓ A prioritised action plan built on the rollout recommendations
✓ Channel-by-channel guidance
✓ Sequencing and dependencies
Not standalone · extends the rollout recommendations
Which package includes what.
Two packages and a consulting engagement carry the ten in different depths. Add-on means available with any package. Tailored means scoped to your business in the consulting engagement.
COMPARE
Core strategy
Context and diagnostic
Strategic articulation
Group
Extensions
Use it daily
Capability
S1
Brand strategy
price to decide
MOST CHOSEN
S2
Strategy for website and growth
price to decide
S3
Strategic brand consulting
scoped per project
Brand positioning
✓
✓
tailored
Value proposition
✓
✓
tailored
Customer personas
−
✓
tailored
Messaging framework
✓
✓
tailored
Voice and tone guide
✓
✓
tailored
Competitive analysis
−
✓
tailored
Brand audit
✓
✓
tailored
Market research
✓
✓
tailored
Brand story outline
✓
✓
tailored
Rollout recommendations
✓
✓
tailored
Website copy and structure foundation
−
✓
tailored
SEO strategy foundation
−
✓
tailored
Service architecture and offer structuring
−
✓
tailored
Website wireframe and UX recommendations
add-on
add-on
add-on
Sales and pitch messaging framework
add-on
add-on
add-on
Internal brand playbook
add-on
add-on
add-on
Brand activation and rollout plan
add-on
add-on
add-on
Prices to be confirmed. The highlighted column is a placeholder until you decide which package to recommend.