Frequently asked questions

In the discovery session, we ask the tough questions that uncover where you are — and where you want to be. We’ll challenge assumptions, dig into the real obstacles holding growth back, and surface opportunities most businesses overlook. Together, we’ll define what success actually looks like and what has to change to get there. You’ll leave with a clear, strategic framework — and probably a few uncomfortable truths that most agencies wouldn’t tell you. It’s not for everyone, but if you’re serious about growth, it’s the smartest two hours you’ll invest this year.

That’s a fair question. Most agencies skip this step or give it away for free — and that’s exactly why most strategies fall short. Our Discovery session isn’t a formality; it’s where we uncover the real issues, align your goals, and build a foundation that’s actually worth investing in. If we don’t get this part right, everything that follows risks being wrong — and you end up wasting a lot more time and money down the line. Think of it this way: the small investment in Discovery protects the much larger investment you’re about to make in growth.

A brand positioning statement defines the unique value your business delivers, who it’s for, and why it matters. It ensures every strategic decision — from marketing to product development — is anchored to a clear, differentiated market position. Without it, organisations drift into generic messaging, diluted brand equity, and slower growth. A strong positioning statement sharpens competitive advantage and creates consistency across all customer touchpoints. In any serious growth strategy, clear positioning isn’t optional — it’s the foundation investors, customers, and teams need to trust and act.

If you don’t know who your best customer is, you’ll spend all your time chasing the wrong ones.

An Ideal Customer Profile (ICP) defines the exact type of customer that generates the greatest value for your business. It sharpens focus, so marketing, sales, and product teams target prospects who are most likely to buy, stay loyal, and grow. Without a clear ICP, businesses waste resources chasing low-fit leads that drain time, margin, and momentum. A strong ICP aligns the entire organisation around who to attract, how to serve them, and when to walk away. In any serious growth strategy, knowing who not to sell to is just as important as knowing who to prioritise.

If you can’t describe your ICP in two minutes without looking at notes, it’s not clear enough yet.

A high-level marketing strategy overview sets the vision and mission for your marketing efforts, ensuring alignment across teams and stakeholders. It begins with a clear understanding of your target audience, positioning, and key business objectives, then translates that into strategic priorities. This overview highlights the main channels and tactics you’ll use, along with high-level goals (such as brand awareness, lead generation, or revenue growth). It also addresses potential risks and contingency plans, giving you flexibility in a changing market. Importantly, it doesn’t dive into execution details; rather, it creates a guiding framework that keeps the entire team focused on achieving measurable outcomes. Without this clarity, you risk wasting time on disconnected tactics that don’t drive your business forward.

A 90-day action plan takes your high-level strategy and breaks it into clear, actionable steps that can be executed immediately. It’s not just about setting goals, it’s about creating real momentum — showing what you need to do and when. Without this short-term roadmap, the big picture can easily get lost, and priorities can slip. The 90-day window forces focus, creating a sense of urgency while allowing enough time to see meaningful progress. If you’re not taking action in the next 90 days, you’re not building the foundation for long-term success — you’re just talking about it.

Deep competitor research goes beyond simply knowing who your competitors are — it’s about understanding how they operate, what they offer, and where they’re vulnerable. This research uncovers gaps in their strategy, weaknesses in their execution, and opportunities for your brand to stand out. Without this insight, you’re flying blind, reacting to trends instead of leading them. By knowing your competitors inside and out, you can position yourself strategically and avoid costly mistakes. If you don’t know where the competition is weak, how can you exploit those gaps to your advantage?

A full channel strategy outlines where and how you’ll reach your customers across multiple platforms — from social media to email, SEO, paid ads, and more. It’s not just about being everywhere; it’s about being in the right places with the right message to maximize engagement. Without a cohesive strategy, you risk spreading yourself too thin, delivering inconsistent messages, or missing key opportunities. A strong channel strategy ensures you’re leveraging each platform to its full potential, aligned with customer preferences and business goals. If you’re not intentional about your channels, you’re wasting both time and money on tactics that don’t drive results.

Customer journey mapping is about understanding every step your customer takes — from the first moment they hear about you to when they become loyal advocates. It’s not just about making a sale; it’s about designing an experience that guides them smoothly through their decision-making process. Without a clear map, you risk creating friction points that frustrate prospects or lose them before they convert. A well-defined journey helps you personalise interactions, increase conversion rates, and enhance customer satisfaction. If you don’t know where your customers are in their journey, how can you provide the right message at the right time?

A messaging matrix helps you clearly define and align the key messages for each of your customer segments, ensuring you’re speaking directly to their needs and pain points. It’s not about a one-size-fits-all approach; it’s about tailoring your message to resonate with each group at every stage of their journey. Without it, your communication becomes generic and fails to connect with the right people in the right way. A strong messaging matrix ensures that every piece of content, every ad, and every conversation is on-point and reinforces your value proposition. If you’re not saying the right thing to the right person, how can you expect them to take action?

A 6-month marketing roadmap takes your high-level strategy and turns it into a clear, actionable plan with specific milestones and deadlines. It provides a step-by-step guide for what needs to happen in the next 6 months to keep the business moving forward — whether that’s launching campaigns, refining messaging, or optimising channels. Without this level of planning, it’s easy to get distracted or overwhelmed by day-to-day tasks that don’t drive long-term results. A solid roadmap ensures your team stays focused, prioritises the right activities, and can measure success along the way. If you don’t have a 6-month roadmap, you’re flying by the seat of your pants — and that’s no way to achieve sustainable growth.

A strategic campaign blueprint outlines exactly what needs to be done to achieve your marketing objectives, from creative direction to tactics, timing, and channels. It’s a roadmap that ensures every campaign element is aligned with your overall business strategy, with clear goals and measurable outcomes. Without a blueprint, campaigns risk becoming disjointed, wasting resources, and failing to deliver the impact you need. A well-crafted blueprint helps you optimise each step, from concept to execution, ensuring efficiency and effectiveness. If you don’t have a campaign blueprint, you’re essentially hoping for success without a plan — and that’s risky.

A crisis communications strategy prepares your brand for the unexpected, ensuring you’re ready to respond quickly and effectively when things go wrong. It outlines who will communicate, what messages will be shared, and how to maintain your reputation even in the face of a crisis. Without this strategy, you risk scrambling for a response, losing control of the narrative, and damaging your brand’s trustworthiness. A strong crisis plan provides clear direction, reduces panic, and helps you turn a potentially devastating situation into an opportunity for growth. If you don’t have a crisis communication strategy in place, you’re setting yourself up to fail when the storm hits.

A go-to-market launch plan is a strategic blueprint for introducing a new product or service to the market, detailing the steps, timeline, and resources needed to generate maximum impact. It aligns sales, marketing, and product teams around a common goal — driving awareness, interest, and sales from day one. Without a solid launch plan, you risk a disorganised rollout, missed opportunities, and a product that fails to gain traction. A well-thought-out GTM plan ensures you’re hitting the market with precision, creating buzz and urgency while maintaining clear, consistent messaging. If you don’t have a plan, you’re essentially launching in the dark — and that’s a surefire way to underperform.

An internal marketing team audit is a comprehensive assessment of your team’s strengths, weaknesses, and capabilities to execute your marketing strategy effectively. It dives deep into skill sets, workflows, technology, and communication to identify areas where your team is performing well and where improvements are needed. Without this audit, you risk overburdening your team with tasks they’re not equipped to handle or missing opportunities for optimisation. The audit helps you ensure you’re maximising efficiency, aligning efforts, and empowering the right people to drive results. If you don’t know where your team is underperforming, how can you make informed decisions to improve performance and achieve your goals?