The Importance of Branding With Matt Davies

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On this episode of Build Better Brands, Danielle Clarke is joined by Matt Davies, a Level C certified brand strategist who runs his own consultancy business, helping businesses globally understand the importance of branding.



  • What used to really upset me was that the reality of what I was being asked to do for other companies didn’t match the internal culture, intentions and customer experience of the company. That led me to figuring out how to join the dots between what we put out and the reality of things, what the customer asked for and what the designers created.
  • Branding has an identity crisis. The average person might think a brand is the logo, perhaps fonts and colour palettes as well. That would mean that if we created the world’s best logo, we’d have created the world’s best brand, but that’s not how it works. The brand is way bigger than that – it’s the meaning that people attach to you and your products/services that you offer. Ultimately, they control it, not you.
  • To define a brand I ask four simple questions: 1) Why do you exist beyond making money? 2) Who do you exist to serve? 3) How do you show up for them and why should they care? 4) What is your offer and proposition at a high level? Once you have the high level answers to those you then need to drive those through your organisation and operationalise that thinking.
  • The challenge is alignment. The first bit of the process is to define the meaning you want people to attach to you, you do that by listening to your staff, your customers – most importantly, the marketplace with trend research and analysis and listening to the ambitions of the leaders. All that gives you a sense of mismatches and where things aren’t working out. Then you’ve got to define it with the leaders because they make the calls, your job as a brand consultant is to give them the reality and hold a mirror up to them. The next step is getting the employees in line with the message and finally you need to operationalise it within the organisation, getting the culture around the message both inside and outside.



‘I sat in on a workshop and wondered why this had never been done before. Forming alignment is the key thing, so I developed them for my company.’

‘Branding is actually the way you behave, the way you dress, the decisions that you make around how you pay your tax, it’s all of those things because they all give people a perception.’

‘It’s never done, you’ve always got to keep doing it.’

‘All successful sports teams have a strategy to win and have played that out.  To set yourself up for success you need that strategy’



Matt Davies began his career 20 years ago in graphic design but soon moved from execution into strategy and branding. He was always frustrated with being asked to create design veneers which were not in-line with reality. In a quest for truth and determined to make a real difference he took his design and creative skills into the boardroom to help businesses think differently about their brands.

He founded and ran his own design business for nine years. Sold it. Helped run a Digital Marketing Agency. Led an in-house team for a global corporate. Written a book. Worked with hundreds of clients all over the world from startups through to large corporates including Microsoft, Nestle, Boots, Virgin, Specsavers, Capital One, Nikon, Fred Perry and Experian. Spoken at all sorts of business events. United, excited and delighted his clients to create positive change which affects their bottom lines.

Today his quest is to help businesses find and live their brand truth.

Books: Storyategy: Unlock the power of your brand with a story based branding strategy



Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner.

Since 2006 Danielle has provided brand design and marketing support for clients including Škoda, Gtech, UK Biocentre, UK Mail and GIRLvsCANCER. Danielle is committed to helping brands that want to have a positive impact on people’s lives. She spends her time consulting and working with business owners to help them attract and retain their best customers.

Insta - @danielleclarkecreative | []
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