Brand Strategy with Colin Downing
- Frequently Asked Questions

1. What does a brand strategist actually do?

A brand strategist helps leaders cut through complexity and clarify how their business shows up in the market. I define your positioning, value proposition, messaging, purpose and story, then make sure it gets used across the business - not just filed away in a deck.

2. Why hire a brand strategist in New Zealand instead of a big agency?

If you want speed, clarity and senior thinking without layers, an independent strategist is the smarter choice. You work directly with me - no junior teams, no retainer padding, no generic frameworks. Just sharp direction that actually moves the business forward.

3. How do I know if my business needs brand strategy?

If you’re scaling, pivoting, preparing for investment, or realising your message isn’t landing anymore, it’s time. Most of my clients come to me when the stakes are high and clarity matters.

4. What industries do you work with?

Yes. Many CEO's, founders and senior management bring me in for a single high-impact session to pressure-test thinking or sharpen a story before a board meeting, pitch, or acquisition conversation.

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5. What’s your approach to brand positioning?

I work across New Zealand’s private and corporate sectors: FMCG, finance, PE-backed businesses, retail & trade, food & bev, travel & tourism, education, construction, professional services, health, and export brands. The common thread isn’t industry - it’s ambition.

6. What makes your process different from other NZ brand strategists?

Over twenty-five years doing this at the sharp end. No fluff. No buzzwords. No frameworks pulled off a shelf. Just clarity, alignment and strategy that leaders actually use.

7. Do you offer one-off advisory sessions?

Over twenty-five years doing this at the sharp end. No fluff. No buzzwords. No frameworks pulled off a shelf. Just clarity, alignment and strategy that leaders actually use.

8. How long does brand strategy work take?

Most core positioning and messaging projects take 4–8 weeks. Advisory work can be immediate. Bigger transformations can run longer depending on what’s needed.

9. Can you help with naming, tone of voice, or brand architecture?

Absolutely. These often sit inside the wider strategy. Once the positioning is clear, the language becomes far easier to define and use.

10. Do you work with agencies or internal marketing teams?

Yes. Agencies can bring me in as a plug-in strategist when briefs need sharpening or when clients require senior guidance. I also partner directly with in-house teams.