Brand Strategy 

Process and Case Studies

If you’re reading this, chances are you want to learn how brand strategy can help your business:

  • Stand out from competitors 
  • Acquire new customers 
  • Impress and secure investors

To accomplish these goals, we collaborate through a process that is research based, open-minded and generally enjoyable. Yes, strategy can be fun.

A typical brand strategy Includes:

Align the Business and Brand 
  • Business challenge
  • Consumer challenge
  • Brand objectives 

Inmmerse Ourselves in the 3 Cs
  • Company audit 
  • Competitor audit 
  • Consumer audit

Learn From the 3 Cs
  • Company insights 
  • Competitor insights
  • Consumer insights 

Converge Learnings Into a Strategy
  • Distinction compared to category
  • Main benefit and brand promise
  • Positioning statement

There’s always something new to learn. I continue to evolve my method by working with strategists and agencies, books like this one, podcasts and training.

If you’re considering reaching out to discuss brand strategy, here are a few helpful questions to ask yourself first.

Why are you making this change?
Why brand strategy?
Why are you doing this now?
Why me? 


A novel product (a belt without holes) was looking to develop distinction from their competition, evolve beyond features-focused messaging and establish themselves as the category leader. 

Research lead to new customer insights.

Insights led to a new brand promise.

Client quote.


An established cannabis brand wanted to rebrand, refine their consumer segments and stand out in a tricky cannabis category. 

Research led to a new set of values. 

Values led to a new brand promise.

Client quote. 

Unique Vintage 

A growing ecomm fashion brand wanted to reach new consumers and develop a new identity, while staying true to their roots.  


Research led to new customer insights

Insights led to a new brand promise

Client quote


Hi, I’m Zane

I help brands develop their strategy and express it through creative concepts, content and copy.  

I’m your co-pilot in the oftentimes complex world of marketing and branding.

Who will help your business grow through 4 specialties:


Verbal Identity

Brand Strategy


Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.

Nowadays, I partner directly with the people at agencies and brands.  

Together, we create cool new stuff:

🏆 Award-winning verbal and visual identities. Like my work on Arch Anchor and Mosaic, done in partnership with comrades at Dean & Co.

🐣 New brand campaigns and performance marketing assets. That question category norms and drive engagement. Like my work with UCLA and Guava Family.

👔 Partner with CEOs at brands like Lejon and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors. 

Say Hello 


“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.” Reed Schmidt, Creative Director, Guava

“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.” Gregg Hemphill, CEO, Nexbelt

“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.” Gina Colonette, Senior Social Media Manager, Philips 


Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.

The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.

Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”




Copywriting Archive

Verbal Identity Archive

Brand Strategy Archive