Build a brand strategy that supports your next stage of growth.
Is your brand keeping pace with your business?
Brand Growth Alignment Sprint
Clarity before committing to change.
For established businesses navigating growth, expansion or increasing market complexity, the Sprint identifies where the brand may no longer support the company's direction and what leadership should prioritise next.
Over 2–3 weeks, we assess the business, brand, customer evidence and competitive context to deliver a prioritised roadmap for informed brand decisions.
Engagement
2–3 weeks
Investment
From ₦1.5 million
What makes strategic clarity possible? Sharper positioning, more coherent brand decisions, stronger customer relevance and better alignment between brand and business direction.
Independent brand strategy consulting for established and ambitious businesses navigating growth, change and new opportunities.
Strategic Advisory Services
From focused strategic assessments to comprehensive brand strategy development, I help businesses address important brand challenges and establish a clear direction for growth.
Brand Growth Alignment Sprint
A focused engagement to diagnose strategic gaps, establish priorities and develop an executive decision roadmap.
Comprehensive Brand Strategy
A deeper engagement covering customer understanding, market context, positioning, brand architecture and strategic direction.
Selected Work
Building a Distinctive African Skincare Brand for Global Markets
(Brand Strategy, Positioning, Identity & Packaging Design)
MODARA NATURALS
(Brand Strategy, Positioning, Identity & Packaging Design)
MODARA NATURALS
CHALLENGE
An African skincare brand sought to expand into the UK and North American markets while differentiating itself in an increasingly competitive natural beauty category. The challenge was to establish a compelling proposition grounded in its African heritage and product efficacy.
An African skincare brand sought to expand into the UK and North American markets while differentiating itself in an increasingly competitive natural beauty category. The challenge was to establish a compelling proposition grounded in its African heritage and product efficacy.
STRATEGIC APPROACH
Through founder discovery, market and competitor analysis,
I developed a strategic direction that positioned African provenance as a source of differentiation. This informed a product naming system connecting African names to product benefits, alongside a contemporary visual identity and packaging system reflecting the brand's heritage.
Through founder discovery, market and competitor analysis,
I developed a strategic direction that positioned African provenance as a source of differentiation. This informed a product naming system connecting African names to product benefits, alongside a contemporary visual identity and packaging system reflecting the brand's heritage.
OUTCOME
A cohesive, scalable brand strategy and identity system designed to support international expansion, encompassing positioning, product naming, visual identity, packaging and brand guidelines.
A cohesive, scalable brand strategy and identity system designed to support international expansion, encompassing positioning, product naming, visual identity, packaging and brand guidelines.
A product from the brand was shortlisted for the 2024 European Natural Beauty Awards.
Understanding High-Value Customers to Inform a Differentiated Banking Proposition
(Customer Research, Segmentation & Product Strategy)
UNION BANK
(Customer Research, Segmentation & Product Strategy)
UNION BANK
CHALLENGE
Union Bank sought to better understand and serve Nigerian HNIs whose financial behaviours, goals and lifestyle needs were not always addressed by banking propositions for mass market. The challenge was to uncover what shaped their financial decisions, where opporunities existed and how these insights could inform a more relevant and differentiated offering.
Union Bank sought to better understand and serve Nigerian HNIs whose financial behaviours, goals and lifestyle needs were not always addressed by banking propositions for mass market. The challenge was to uncover what shaped their financial decisions, where opporunities existed and how these insights could inform a more relevant and differentiated offering.
STRATEGIC APPROACH
Through contextual and qualitative research, customer segmentation, synthesis, concept development and testing, I and my team uncovered the financial behaviours, priorities and unmet needs of affluent Nigerian customers. These insights informed strategic opportunities for a more relevant and differentiated market proposition.
Through contextual and qualitative research, customer segmentation, synthesis, concept development and testing, I and my team uncovered the financial behaviours, priorities and unmet needs of affluent Nigerian customers. These insights informed strategic opportunities for a more relevant and differentiated market proposition.
OUTCOME
The research informed customer segmentation, strategic recommendations and the development and testing of a differentiated financial product proposition tailored to the needs, behaviours and aspirations of the Nigerian affluent. This translated customer insight into a tangible product concept launched shortly thereafter.
The research informed customer segmentation, strategic recommendations and the development and testing of a differentiated financial product proposition tailored to the needs, behaviours and aspirations of the Nigerian affluent. This translated customer insight into a tangible product concept launched shortly thereafter.
About the Strategist
I help established businesses make better brand decisions at important stages of growth. My work brings together brand strategy, research and design to understand changing business, customer and market needs, identify strategic gaps and clarify what needs to change.
I have led multidisciplinary projects across healthcare, financial services, agriculture, consumer goods, beauty and social impact in the United States and West Africa. My experience spans research and diagnosis through strategy and creative direction, translating insight into clear positioning, strategic priorities and actionable recommendations. More About Susan →
Let's discuss what's next for your business.
For established businesses seeking clearer positioning and strategic direction.