Strategic clarity underpins the brands that outperform.
A well-defined brand strategy creates distinction in increasingly crowded markets. It aligns purpose with performance, sharpens positioning and turns brands into cultural movements people choose, trust and advocate for.
In a world of saturated markets, exhausted audiences and overused purpose narratives, strategy must now go deeper than positioning alone.
This is how brands transcend traditional boundaries to achieve commercial success with meaningful impact.
I’ve shaped strategies for over 100 brands, helping founders and leadership teams clarify positioning, purpose, tone, messaging and long-term direction.
My work typically focuses on:
Brand positioning and differentiation
Audience clarity and cultural relevance
Honing brand DNA to support business objectives and impact
Long-term vision and direction
Translating purpose to commercial opportunities
Crystal clear messaging frameworks
This is foundational work designed to guide growth and direction, not just marketing.
Want a strategic core to your brand so every decision is clearer, stronger and aligned with what you want to become?
Are any of these familiar right now?
Strategic drift
You’re making decisions, but without a clear strategic centre - so progress feels busy rather than cleanly directional.
Fragmented expression
Your story, messaging and actions don’t feel fully coherent - internally or externally.
Sameness in a crowded world
Your brand is good, but it doesn’t clearly stand apart. You’re saying the same messages as others or struggling to differentiate.
Purpose without power
You care deeply about impact, but it’s not translating into sharp positioning, momentum or commercial strength.
Growth without fulfilment
Your business may be moving, or stagnating - you want to create greater growth in full alignment with meaning.
Stuck between old and new worlds
You feel the shift - hustle, surface-level purpose and scarcity no longer work and don’t fit you. But are yet to
Together we can craft your strategic clarity to solve these and more.
Take it from them
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"Nikki has the ability to transform brand stories, founder's vision and market situation into a top notch strategy plan. She helped us recognise our beating heart. Nobody I have ever known can feel this as well."
Hylke Muntinga, Founder of NOWATCH
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"Nikki has an exceptional ability to integrate her intuitive understanding of both the spiritual and business realms. Her unique gift for bridging the two brought such enriched authenticity in building my go-to-market strategy."
Hande Sadic, Founder of WITHIN 51/49
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“Nikki doesn’t just strategize - she alchemizes. She sees the soul of a business, strips away the BS and helps turn vision into a brand that’s powerful, purposeful and wildly fulfilling. If you have a brand that’s meant to lead, she’s the one. You’ll never see your business (or yourself) in the same way again.”
Lani Cooper, Founder & CEO of MOBOT
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"I can't recommend Nikki enough. We brought her in to craft the Brand & Comms Strategy for OneClimate and wow, did she deliver! Her presentation gave us goosebumps - you can tell this is her genius zone. We call her the Brand Psychic."
Mirco Gluch, Founder of Piggyback Agency
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"It was beautiful to see how Nikki managed to shape our wider vision into a strong and concise brand strategy, building a strong brand foundation and helping us hone our purpose and mission."
Maya Puig, Founder of SABIA BOTANICALS
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"Nikki has been a key pillar in clarifying my vision as a designer. Thanks to Nikki, I was able to refine the identity of my brand EL TAYEB NATION. Her strategic approach has been decisive in the alignment between impact, mission and visual and verbal communication."
Abdel Tayeb, Founder of EL TAYEB NATION
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"Thanks to her empathy, focus and attention to detail, Nikki helped us convert our company culture and aspired appearance into a brand that connects with our audience based on shared values and beliefs."
Simon Bail, Founder of OneClimate
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"Nikki's range of gifts is vast and she works with an uncommon blend of maximum efficiency and shamanic depth, breathing life into brands and igniting power and potential."
Courtney Feider, Founder of These Wild Humans
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"Working with Nikki is very refreshing - sustainability is intrinsically rooted in her way of working in a dynamic and future-forward way. She's a true powerhouse!"
Willa De Goede-Stoutenbèek, Founder of W.Green
Services
Positioning brands to stand out, own their purpose, carve out space beyond competition, build community and thrive with impact.
Tone of voice, messaging house, narratives, topics of authority and content pillars. Writing and guidance as needed.
Hero narratives, taglines, campaigns, partnerships and tactical concepts to engage and build community.
Positioning, territories, storytelling and content strategy for leaders stepping into visibility - creating a strong growth platform for their personal brand.
Looking to transform an established brand, launch something new in a crowded space or scale a business with impact?
Specialisms:
Impact brands across fashion, lifestyle, beauty, wellbeing, technology, hospitality, food, innovation and culture.
Recent clients include:
Bugaboo, The Usual Hotels, Swappie, NOWATCH, MARTAN, MOBOT, WITHIN 51/49, Lilio, Art of You and EL TAYEB NATION.
Previously:
Calvin Klein, Mercedes Benz, Galeries Lafayette, H&M, The Kooples, Mulberry, Mango, Tiffany & Co., La Prairie and Zalando.
Selected case studies
A snapshot of recent strategy work across scale, sectors and stages including the actual frameworks I used.
My proven approach
Most collaborations begin with a focused brand strategy project. From there, work often evolves into content strategy, messaging development, founder brand strategy, strategy integration management or ongoing advisory support.
My strategy work is grounded in my proprietary framework - honed over 15+ years of global experience - to define where a brand can credibly and distinctively lead.
Every strategy clarifies five core dimensions:
01 Culture — the role your brand plays in the wider zeitgeist
02 Connection — the audience you are truly here to serve
03 Context — the relevant category landscape
04 Cause — the impact your business exists to create
05 Character — the DNA of your brand and business
Opportunities from each area are distilled into a clear strategic platform that:
Sharpens positioning and opens new opportunities
Guides decisions across brand, marketing and growth
Aligns leadership and teams
Provides practical implementation guidance
This is strategy designed to be used, not admired.