My Work Brands need to tell a story, their reason for being. I do the stuff that sets the narrative in hearts and minds – clear and engaging brand positioning and cut-through names.

Sometimes I run a brand strategy and naming process start to finish, sometimes you may want me to focus on one or two of the strategic and creative tasks. Whatever the scope, we are likely to be planning a process that looks to discover and dig for insights, then build and develop strategic concepts, or creative ideas. Words lie at the heart of it all, whether I am writing positioning concepts, names or straplines.

My work will help your business or brand nail the narrative and start to tell the story.

Strategy & creativity
to build & re-energise brands.

My services Insightful, strategic thinking and beautifully creative ideas to establish or re-energise businesses and brands.

Corporate and brand strategy and positioning

Whether a corporate, product or service branding issue, brand strategy and positioning is the start of the story. I define brands so they sing out and stand tall – by shining a light on defendable truth, a big and bold idea, core values and personality.

Desk research and market mapping
Competitor audit
Internal and external audience interviews
Management and staff workshops
Positioning concepts
Brand model
Board engagement.

Brand and naming architecture

Brand architecture takes a holistic view of a portfolio from a customer perspective and with business and brand strategy as priority. I unpick and re-build portfolios with customers and their journey in mind, so your (sub)brands present a united (or intentionally disunited) whole. I also develop naming guidelines to reflect the principles.

Business / brand strategy review
Management interviews
Audience research / interviews
Portfolio assessment
Architecture principles
Naming guidelines.


No name, no brand. Corporate and brand naming is really hard. The name is one of the most important decisions you will make on behalf of your brand so it’s worth proper strategic and creative attention at the start. I create names and advise on all aspects of the process, from trade mark hurdles to wood-from-trees naming paralysis.

Defining the brief and creative strategy
Name creation
Advising on name research and due diligence
Naming workshops.


A strapline starts to tell the brand narrative, with audience insight and brand personality in mind. From day one it says more than the name in isolation can and unites brand idea with visual identity and communications. I create straplines with story-telling and marketing strategy in mind.

Defining the brief and creative platforms
Strapline creation
Strapline ideation and workshops
Collaboration with design teams.

Strategy and naming workshops

Brand workshops are a collaborative tool that aim to pool combined learning and ideas. Some problems are best cracked (or at least blown open) in a room together. I plan and facilitate high-energy sessions, often to kick off a strategy or creative project or involve your people in the brand work – perhaps senior management, perhaps a cross-section of the business.

Defining project parameters and deliverables
Delving in to culture, business strategy, brand territories
Hypothesis refinement
Execution planning
Management ownership
Staff engagement and internal brand cascade
Ideation and name generation.

Internal brand engagement

Building a brand starts on the inside, with brand at the heart of a business. I advise on implementation planning to bring a brand to life for employees, aligning communications, culture, HR and operational principles.

Management on-boarding
Middle management coaching
Planning cascade engagement programs
Train the trainer sessions.

My clients

Businesses & brands if you are a business and brand owner, I’ve been ‘client-side’ and get it. Brand building sometimes isn’t on the Board agenda, nor at the heart of your culture and operations. I work with global, local and micro brand owners across most sectors on business and brand strategy problems and I name corporates, brands, products and services. A selection of my clients below, whilst self-employed and also from my previous agency life.

Your business will have some key questions, ranging from ‘what’s the big idea behind our brand?’ to ‘how do the product names work across the portfolio?’ to ‘how do we get through the legal hurdles and find a protectable and registerable name in time for launch?’

Galvanizers Association
Atom Bank
Arcmont Asset Management
Sir William Perkins’s School
British Airways
Birds Eye
Capital London
Comic Relief
Hewlett-Packard (HP)
General Motors
Standard Life
Spencers New Forest
Posten Norge
Ernst & Young
British Gas
Healthcare Brands International
Land Rover
Close Brothers
Investors in People

Brand consultancies & design agencies if you are the MD of a brand or design agency, or a Strategy / Creative Director, you’re at max and your team is, well, stretched. Or just maybe hasn’t cracked it yet. I specialise in getting under the skin of your clients’ problems in zero time then dedicating intense time to solving stuff, be it brand strategy or naming. I do short-term and long-term contracts in pyjamas at home, in more appropriate attire on your patch or at your client’s place.

I can dig and discover, filter and ideate and then create. You can put me on my feet with the client or white label me and ask me to sit quietly. Brief me before 9 and you get a very long day indeed – and get to get on with yours.

Hensley Partners
Mr B & Friends
We Pioneer
Circus London
The Art of Branding
Make Studio
7 Dots
Hundred Brands
David Carroll & Co
Mega Agency
Wolff Olins
Williams Murray Hamm
Plum Brands
Anthem Worldwide
Haines McGregor
Landor & Fitch
Fin International
Conran Design Group
Coley Porter Bell
Butterfield Harris
The Escape
Bright & Bold

Testimonials I tend to work with senior marketing and brand people or strategy and creative teams inside agencies. Here are a few comments from clients and colleagues I have worked with. I am always happy to put you in touch with past clients so you can ask some pointed questions.

“We brought Suzanna in as a specialist to lead thinking on a particularly knotty brand strategy piece for a luxury hospitality client of ours. She is a rare find in the world of brand strategy, blending a business and commercial head with a lot of experience in crafting brand positioning and bringing it to life with beautiful words. She got up to speed with our client and their strategic challenge in double-fast time, she listened hard and her thinking took the client on a journey towards the future, whilst preserving heritage and equity in their brand. We also really enjoyed having her as part of the WePioneer team and introducing her to the client. I hope we can work with her again when the right opportunities present”.

Bryony Simpson, CEO and Founder – WePioneer

“I worked with Suzanna at Interbrand several centuries ago and I’ve worked with her in our various guises since then over the years. Basically she’s really good at strategy and naming, tricky things like that. She does some thinking and wordy stuff and then I do some pictures and other stuff. It works well and clients like it”.

David Carroll – Founder, David Carroll & Co

“The Escape team has worked with Suzanna on strategy projects – initially for a client in the sports industry and then also to help us as an agency redefine our positioning in the market. Suzanna helped us to articulate a big, bold idea and our purpose and personality. She is a very skilled facilitator and really quick at getting under the skin of a business and teasing out the important stuff – as well as helping a business start prioritising the things that really matter when it comes to communicating a brand to key audiences. I very happily recommend her as a strategist to any client or brand / design agency needing a sharp brand thinker on their team”.

Ian Mumford – CEO, The Escape

“Suzanna worked with us on the re-brand of Bought By Many to Many Pets. She understood our business plan and objectives moving forward and helped us to develop and consider strategic options for rebranding and how those could come to life through naming. She has a fantastic grasp of how to bring business strategy to life through brand strategy and cuts straight to insightful, honest consultancy. I would wholeheartedly recommend her work”.

Ryan Wheaton – Global Creative & Brand Director, Many Pets

“Formerly the BlueBay Private Debt business, we needed to create a new brand as the business became independent. Suzanna quickly took on board our business strategy and philosophy, as well as the nuances of our market and the needs of the businesses we work with. She took this through to identifying a naming strategy and objectives with us as well as a number of potential creative routes our new corporate name might reflect. She delivered us wide-ranging and interesting creative options, all of which reflected aspects of our new brand as well as the personality and tone of the business. She has a very in depth understanding of matters trade mark and cultural in relation to names, meaning that from the start she guided us towards names that were likely to have a higher chance at being available to use and protect. We chose the name ARCMONT from her recommendations, which beautifully encapsulates our principles of relationship-building with our partners and delivering responsible and sustainable capital solutions”.

Anthony Fobel – CEO, Arcmont Asset Management

“It’s always a pleasure working with Suzanna, which I have done many times on both brand strategy and naming projects. She gets under the skin of a brief in super-quick time, works alongside strategists, creatives and client services seamlessly and always delivers on and beyond the brief. Her creativity is always built on robust strategic thinking”.

Millie Rowe – Senior Strategist, Pearlfisher

“Suzanna has worked with me as a freelance consultant for in the region of ten years, and I’ve known her professionally for almost 25. In that time, she has consistently produced high quality work that has brought perspectives I hadn’t thought of, helped me out of tight spots, delivered copious quantities of names, and introduced rigorous lines of questioning – sometimes all at once. Her ability to turn around a quantity of high quality names is unmatched, and her skills extend across a range of strategic disciplines, from positioning to architecture. Discipline is a hallmark of Suzanna’s approach – steeped in branding best practice, she is a true professional”.

James Withey – Executive Director, Strategy and Innovation, Landor&Fitch (EMEA)

“I’ve worked with Suzanna for over 27 years, on a range of brand strategy and naming projects. She has an excellent set of consultancy skills; the ability to get up to speed and critique a brief quickly and astutely and the rigour to frame strategic issues and ask the right questions. She has an instinctive ability to turn strategic insight in to great creative ideas. She’s a pleasure to work with: diligent, dependable and with a good sense of humour”.

Andy Milligan – Founding Partner at The Caffeine Partnership & Managing Partner at Smith+Co

“Suzanna defines flexible ways of working freelance… happy to work solo and come up with the branding goods or act as a phenomenal facilitator extracting the very best out of a disparate and on occasion inert audience… I wish I could work more with Suzanna and cherish the times we do”.

Richard Baxter – Group Business Director, Jones Knowles Ritchie