Brand Analysis & Strategy

Title: Brand Analysis and Strategy

Client: World Surfing League (WSL), Kelly Slater Wave Co., & Surf Ranch

Role: Brand Strategist & Marketing Consultant

Date: Q1–Q2 2022

Overview: Led brand analysis and marketing strategy for three interconnected companies, delivering executive-level insights and actionable recommendations to align marketing efforts across all brands. I was tasked to evaluate all brands without prior context to prevent bias. I conducted a full-scale assessment and delivered actionable recommendations. Met weekly with executives, conducted follow-up interviews, and presented findings directly to executive leadership

Internal Teams: Executive Team, Web Developer, Operations Manager

External Teams: Served as the external strategist/consultant for all three companies, working independently while coordinating with internal leadership and support roles

Key Contributions:

  • Developed a comprehensive brand analysis deck outlining positioning opportunities and gaps

  • Presented findings and strategic roadmap to C-level executives across all three companies

  • Delivered detailed audience insights, brand alignment strategy, and forward-facing marketing direction

  • Conducted brand audits and synthesized competitive research to shape cross-brand recommendations

Process / Methods: Performed market research, competitive benchmarking, and brand audits. Gathered insights through weekly meetings and independent analysis, synthesizing findings into a cohesive multi-brand strategy with supporting rationale and next-step recommendations

Deliverables:

• Executive-ready brand analysis presentation

• Full appendix with supporting research and visual examples

• One-hour live strategy presentation with Q&A for cross-brand executive team

Challenges: Faced limited access to internal data and an executive team reluctant to share strategic vision. Navigated vague direction by proposing bold yet grounded brand recommendations based on independent research and informed assumptions

Lessons Learned: Learned to push through analysis paralysis and make confident strategic decisions without overthinking. When vision is unclear, the best contribution is to trust your expertise and offer a clear path forward rooted in insight

Impact: Work initiated strategic planning around social media and content initiatives, and I was re-engaged for further feedback. While broader execution paused due to pandemic-related funding issues, the foundation laid influenced internal shifts in brand alignment and planning

Tools Used: Google Slides, Google Drive, Google Docs, Excel, Adobe Illustrator, Photoshop, InDesign, Lightroom, Google Analytics, SEMrush

Brand Strategy Presentation

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