What I Do

strategy & creativity to build & re-energise brands.

What I Do

I’m here to help clients do the following really well:

QUESTIONS I CAN HELP YOU ANSWER

Very, or not at all, depending on the nature of the problem, the time and resource that’s available and whether you want to be a part of it! I can advise on how to put together an effective strategic or creative workshop and facilitate.

Brand management starts with a CEO and their Board. I can help with senior management training to understand roles and how to champion a brand on the inside and out, as well as designing cascade programmes and working with middle management to embed a brand in an organisation.

Brands are created on the inside of an organisation, before impact can be made on the outside. Having staff engaged with your corporate brand and understanding how it can help them do better at work is key to bringing the brand to life externally. I can help design a process to communicate the brand and create ownership, as well as diagnosing gaps in an organisation’s internal processes, systems and resource around the brand.

Every organisation is different when it comes to creating or re-focusing a brand. For some, involving their people in the direction of the brand they are expected to manage and deliver is crucial to success. I can propose a process and tactics that are right for your business, taking in to account practicalities and culture.

The emergence over time of a plethora of brands, sub-brands and services behaving like brands can mean a portfolio pickle, including cost and management inefficiencies. I can help you design a process to review the commercial sense of your portfolio, conduct the review and then help create guidelines for creating products and services that need (or not) their own identity.

A brand can’t go far without an identity. I have been naming businesses and brands for over 20 years and love nothing more than a naming conundrum. I can also advise on how to achieve consensus internally and on considerations in the complicated field of Trade Mark law.

There are many ways to approach a corporate or brand naming exercise, from facilitated workshops to engaging the services of a professional name-writer. I can give advice on the best approach for your business, based on time, budget and culture.

No brand can maximise opportunity without a clearly defined driving idea that informs its behaviours internally and externally. I can help you design the right process and then lead or be a part of your team to define the big idea and supporting elements.

As humans and consumers we are all better at remembering two or three key things – and simple is powerful. Thinking about the commercial landscape, your sector and competitors I can help you decide which elements of a model will be most relevant for your brand. Vision, mission and values aren’t a one solution fits all.

Sometimes performance or customer feedback might point towards a problem with engagement or some element of your brand just not quite connecting. I can help you explore what a brand MOT would look like and how to ask the right questions. I can then ask them.

About Me

Suzanna Jackson

Do get in touch to say hello, set up a meeting, or chat.

I’ve been a brand consultant since 1996 and self-employed since 2005. I started as a graduate at Interbrand, working across brand naming, strategy, corporate identity, brand valuation and internal brand engagement. I was Director of Naming and then New Business Director before making the leap client-side in 2002. As head of Brand at Consumers’ Association I led the corporate re-brand to Which? This involved creating and rolling out a new brand strategy and identity internally and externally.

Self-employment has brought me the freedom to do what I love – creating and developing brands, with a focus on brand positioning and naming. My strength is sharp and rigorous thinking, blending strategic and creative insights to help new brands get established, or re-focus existing brands. I’m as happy on my feet in strategy workshops or in front of a Board as I am behind the scenes creating names. Sadly I’m not a designer, but I work with talented people who are. Same for Trade Mark lawyers.

Branding aside, I live down on the Hampshire coast and adore the New Forest, Saints FC, foodie things, languages and travel and my black lab Bentley. I’m a weekly volunteer at Lymington New Forest hospital and have a missed career as an A&E doctor. My spiritual home is Spain.

My Credentials

I don’t specialise in any one sector and have worked for a really wide spectrum of companies ranging from small UK charities to multinational brand leaders. It just needs to be the right kind of brand problem, or needing a diagnosis and point of view.

My clients are often brand consultancies and design agencies such as:

  • Wolff Olins
  • Lambie Nairn
  • Lippincott
  • FutureBrand
  • Origin Brand Consultants
  • Jones Knowles Ritchie
  • Interbrand
  • Caffeine
  • Columns
  • New Brand Vision
  • Landor
  • Haines McGregor
  • Siegel + Gale
  • Brash
  • Thoburns
  • Smith & Milton
  • Plum Brands
  • VCG Parachute
  • Coley Porter Bell
  • Brand Union

Since becoming freelance I have worked on projects for clients such as:

  • BBC
  • Britvic
  • KPMG
  • Co-Op
  • Gaucho
  • Birds Eye
  • AXA
  • The Chartered Institute of Marketing
  • Healthcare Brands International
  • Spencer Rose
  • Norway Post
  • Spencers New Forest
  • New Day (formerly SAVCredit)
  • Sasol
  • Kraft
  • Hovis
  • Ernst & Young
  • Guinness
  • British Gas
  • BP
  • KLM
  • Nescafé
  • Nurofen
  • P&G
  • PepsiCo
  • Nokia
  • Orange
  • Close Brothers
  • Sainsbury
  • Philips
  • Revo (formerly the British Council of Shopping Centres)
  • InterContinental Hotels Group
  • Investors in People
  • Marks & Spencer
  • Jaguar
  • Land Rover
  • Mars

Testimonials

Thoughts

I’m paid to have these, which is nice. People who know about digital tell me I must reference relevant terms often to keep Google happy, even if this disrupts beautiful, on-brand copy. This upsets me a bit. So here are some thoughts on strategy, naming and other branding stuff, without copy-disruptive and tactical repetition of strategy, naming and other branding stuff....