Clarity beats complexity. Every time.

Strategic Brand Clarity. We help leaders find their edge when the stakes are high and the way forward isn’t obvious.

Picture this: your business is ambitious, the market's shifting, and decisions feel heavier than they should. That's where the fog sets in – vague positioning, mixed messages, teams pulling in different directions. It's friction, and it slows you down.

At Friction, we turn that into traction. We're your strategic brand partner in New Zealand, working with leaders when the stakes are high and the path ahead isn't obvious.

No off-the-shelf fixes. No endless decks that gather dust. Just sharp thinking, clear positioning, and strategies built to get used – in boardrooms, pitches, and everyday conversations.

Who we are

Based in Auckland, we partner with CEOs, founders, and teams across New Zealand and beyond – Australasia, the Pacific, Asia.

We make the complex clear. We make the clear powerful. And we help ambitious brands lead with real confidence.

What we do

We sharpen your edge so you stand out and move forward:

Define your customer value proposition that customers actually get.
Clarify positioning in noisy, competitive markets – whether B2C, B2B,
or B2G.
Build messaging that lands with everyone, from investors to end users.
Align your internal teams around one story everyone can own.
Collaborate closely, plugging into your world without
adding hassle.
Turn tough challenges into advantages that fuel growth.

How we work

Straight talk, no layers:

Fast insights from senior minds
Questions that cut to the core.
Pressure-tested ideas that hold up in the real world.
Language anyone can grasp – if your customer wouldn't nod along, we rework it.
Outputs designed for action: decks, campaigns, chats.
Everything collaborative, built with your team in mind.

The result

A message that cuts through. A value proposition that pulls people in. A brand that doesn't just compete – it leads.

Ready to build momentum? It all starts with a conversation. Drop me a line at colin@friction.co.nz

Services

Brand Strategy

Brand Clarity

Brand Purpose

Brand Identity Design

Brand Audits

Brand & Product Naming

Brand Stories

Brand Positioning NZ

Brand Strategist NZ

Contact

+64 9 35 85 692
colin@friction.co.nz
Linkedin
Address

Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.