GuyTal
Brand-led business enhancement
Thanks for Coming.
Different businesses have different needs.
Different businesses have different needs.
Different businesses have different needs.
Sometimes the business itself needs greater clarity and a shared direction across the entire operation — giving different parts of the business a common point of reference for the decisions they make.
Sometimes the challenge is already clear, and the existing team needs additional experience, perspective and capacity to move it forward.
Two ways I work with businesses.
Business Expression
Brand & Marketing
Partnership
YOUR BUSINESS IS DOING WELL.
That’s good.
BUT COULD IT DO BETTER?
You have a strong product, good people, active marketing and plenty of things moving in the right direction.
But you think the business could be sharper. More focused. More precise about what it is and where it's going.
Perhaps the people across the business could be working from a clearer shared understanding of what the business is really about.
If you're thinking yes, let me tell you about Business Expression.
Business Expression starts by looking at the business as a whole and distilling what sits at its core.
Not a slogan. Not a marketing idea.
Something that is true to the business itself and clear enough to give direction to the people working across it.
Once that is clear, every part of the business can express it in its own way.
We start by understanding the business.
Listen
I speak to the people who see it from different sides,
look at the market and the reality it operates in,
and bring those perspectives together.
Distill
Then we distill what sits at the core of the business into
ONE CLEAR BUSINESS IDEA.
Not something created for a campaign or presentation.
BUT SOMETHING THE BUSINESS CAN ACTUALLY USE —
to make decisions, give direction and bring its different expressions together.
ONE BUSINESS.
ONE IDEA.
EVERY EXPRESSION.
So, what changes?
Decisions become easier
because there is something clear to make them against.
Brand and marketing become sharper
because they know exactly what they need to express.
Different teams can still do what they do best
but from the same understanding of the business.
And when something doesn't fit, you can see it earlier
— before too much time, work or money has gone into it.
The business doesn't become less complex.
It simply becomes much clearer how to navigate that complexity.
Want to understand how
Business Expression
works in more detail?
I've built a full methodology around it — from understanding the business and distilling the Business Idea, to bringing that idea into its different expressions.
Brand & Marketing
Partnership
And sometimes you could use another experienced person
Someone who
can become part of the team
when you need them
while bringing a perspective from outside it.
Your brand and marketing are already moving.
You have a team. You have agencies and partners.
You have plans, campaigns, challenges and decisions that need to be made.
Someone who can step into the issue at hand
with the time and space to look at the wider business around it, bring another way of looking at it, challenge the thinking when needed, and work alongside your team to
make the outcome better.
Where can I be useful?
- It could be a brand or marketing strategy that needs sharpening.
- A campaign or creative direction that isn't quite there yet.
- A new market you're entering and need to understand how to approach.
- Choosing a new agency or partner — from defining what you actually need, through the selection process, to making the right choice.
- Or you may simply want an experienced addition to your team — someone who can bring an extra level of thinking to the ongoing work and make good work even better.
There can be many different reasons to bring me in.
Add real value
That’s the principle.
MORE THAN 20 YEARS ACROSS:
A little about how I got here.
That was the only way I could make the work coming out of brand as good as it needed to be.
When I moved from advertising into tech,
it was still an uncommon move for advertising people to make.
Brand departments in tech companies were also relatively new.In the companies I joined, they had to be built from the ground up.
So alongside the professional work I was hired to do, I also had to build a two-way infrastructure between brand and every other part of the company it touched — which, as it turned out, was pretty much all of it.
To do that well, I had to understand what those different parts of the business did, what mattered to them and how they worked.
And that required more than my professional expertise.It required building relationships with people across the organisation —
getting them to want to bring me into their world,
while bringing them into mine.
Luckily, I often found myself sitting at the junction between different parts of the business.
Small decisions could have consequences somewhere completely different.
I realised that this is the butterfly effect of a business.
Managing all of that meant more than coordinating the work.
It meant getting very different people to genuinely want to make it work together.
That meant turning suppliers into partners.
Creating real ownership of the work.