Brand Strategy, Branding & Positioning for Ambitious Businesses.

At Friction, we help ambitious businesses turn tension into traction, helping them to grow, realign, and lead with clarity.

We work with CEOs, founders, PE firms, and creative agencies to bring strategic clarity when it counts, whether you're scaling up, shifting direction, or trying to cut through the fog.

Our purpose is simple: Turn complexity into clarity. Turn clarity into momentum. You won’t get off-the-shelf anything. You’ll get fearless thinking, sharp strategy, and traction that moves people from the inside out.

We don’t just build brands. We make them matter.

About us

Progress isn’t effortless.
It’s built on friction.

And where there’s friction, there’s opportunity.

Let's connect

The Problem:

Great brands don’t fail because they’re broken.

They fail because they’re buried.

Buried under complexity.
Buried under internal noise.
Buried under vague positioning.
Buried under inconsistent messaging.

And when that happens,
no amount of marketing can fix it.

The Role of Friction:

Friction exists to fix that.

We work with leaders who are growing fast, shifting gears, or finally admitting their brand story isn’t landing.
We bring clarity when it’s needed most.

Strategy that bites.
Messaging that sticks.
Alignment that turns teams into believers and brands into momentum.

What You Can Expect:

We’re not here to impress you with slides.
We’re here to cut through, sharpen the edge, and make your brand work as hard as your business does. That’s how we turn friction into forward movement.