A clear brand position shapes the direction of a business, who the brand is built for, how it evolves, how it shows up, what it communicates, and why people should care. I help define that foundation.
A clear brand position shapes the direction of a business, who the
brand is built for, how it evolves, how it shows up, what it communicates,
and why people should care. I help define that foundation.
Hi, I’m Nayan.
A Filmmaker Turned Strategist
The Work Behind
My Strategic Perspective
I spent years working across filmmaking, storytelling, creative direction and brand communication.
Along the way, I became fascinated by the business, the brand, the audience, and the ideas connecting them.
That led me beyond execution and into strategy, shaping the thinking behind how a brand is built.
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I spent years working across filmmaking, storytelling, creative direction and brand communication. Along the way, I became fascinated by the business, the brand, the audience, and the ideas connecting them. That led me beyond execution and into strategy, shaping the thinking behind how a brand is built.
Where Strategy Begins
Before anything, I look at four connected questions
that give a brand the clarity to move forward.
1 · BUSINESS
Where are we going?
Aligning the brand with the direction
of the business
2 · AUDIENCE
Who is it built for?
Understanding the people, beliefs
and motivations that matter
3 · BRAND
What should we mean?
Defining the position and meaning
the brand can own
4 · EXPRESSION
How should it come to life?
Turning that foundation into a coherent
way of showing up
When these answers are clear,
everything downstream has a stronger reason to exist.
Where I Create Value
I work upstream, where business ambition, audience understanding and brand meaning need to come together before creative and communication take shape.
I work upstream, where business ambition, audience understanding and brand meaning
need to come together before creative and communication take shape.
01
When the brand has
outgrown its old identity.
The business has evolved, but the brand still shows up and communicates like the company it used to be.
The business has evolved, but the brand still shows up and
communicates like the company it used to be.
02
When the communication has
become fragmented.
Different teams, campaigns and channels are saying different things because there isn't a clear idea holding them together.
Different teams, campaigns and channels are saying different things
because there isn't a clear idea holding them together.
03
When the creative needs a
stronger strategic foundation.
Good ideas and execution are there, but the bigger question remains: what should this brand mean, and why should people care?
Good ideas and execution are there, but the bigger question remains:
what should this brand mean, and why should people care?
