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Home / News / Spark positioning Put Some Spark Into Your Brand Strategy
Home / News / Spark positioning Put Some Spark Into Your Brand Strategy

Spark positioning Put Some Spark Into Your Brand Strategy

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Published 00:00 on 10 Mar 2022

Put Some Spark Into Your Brand Strategy

Decathlon, Tech Nation Top 33 upscale Vitaccess, plus StoryStream, Guardian Angel Carers and Woo Woo are all feeling sparked. Why?

They’ve utilised our Flintlock Spark* Workshop to get their brand strategy straight, improve their proposition, and reassess how to get their businesses growing beyond 2021.

If you think your business or brand positioning could use a fresh pair of strategic eyes, we can move at pace, get laser-sharp and work with you to deliver a strategy that works.

Who are you to say that?

Flintlock has led brand, marketing and communications strategy for household names such as Boots, The Co-Op, B&Q and Denplan, with proven results. For 30 years, we’ve worked in the tricky, competitive retail and FMCG brand world, mastering the art of cross-functional working and how to best results through co-invention.

We have the ability, and capability, to cut-through. You can expect us to listen closely and make accurate strategic brand judgements. To use a well known brand phrase we reach the parts other branding agencies (usually coming from a design-led background) do not.

We get business, teams, and customers. Entrepreneurial in spirit, we’re always delighted to support smaller companies with big ambitions on their brand strategy, too, like Bywater, Randell Design Group and Vitaccess.

For us, brands of all sizes share the same route, and get the same benefits from our outside-in perspective, that helps hone thinking, offers clarity and create a brand strategy that can work for you.

If you’ve got here (thank you), and you’d like to know more already, do contact Tasha Gladman for a complimentary 30-minute consultation to discover if our insight can produce results for you.

Or, if you’d like a little bit more to go on, we’ve written a cup-of-coffee read on what strategic branding and our Spark* Workshop can do.

Why Does Brand Strategy Matter?

At Flintlock, we always say a brand cant be built on shifting sands. In other words, you have to get strongly rooted. These roots are going to be inherent to your brand strength with your customer and for your future growth.

Understanding just whats at your root will help you see where and how to connect with your audience. And how you, your service, your products, your people (all your touchpoints) can form and create that brand, wherever your consumer meets you.

It has a big job to do. So, it’s best to understand how to ‘land’ your brand in the right place, with the right people, saying the right things.

This is where brand strategy counts.

Long and Short

Brands and businesses are usually very good at what we call the ‘short’ – sales and immediate business concerns but not so good at building ‘the long’ – or the Brand Love (brand equity) for what the brand means to someone, and the emotion they feel for it.

It’s best to be actively doing both, because short term sales, don’t deliver long-term growth, long term lenses can miss the opportunity right now.

What am I aiming for?


  • Establishing the essence/roots of what you’re about – you in a nutshell
  • a clear purpose behind why you’re doing what you’re doing
  • Supporting brand pillars with your reasons to believe

How will that help me?

Your brand strategy is the foundation that informs your marketing, your messaging, and drives long-term brand salience and successful short term sale.

Sounds good. How do you get to that?

Taking time out and getting honest. Our Spark* Workshop investigates all the aspects of your brand/business so that we can get your brand strategy and market positioning clear for:

  • your customer
  • your stakeholders
  • your direction

They are also hugely engaging for a business and can be run across several sessions to engage your people, and help them feel vested in the process.

We adapt these accordingly, but in brief we would look to cover:

  • Brand diagnostics – to understand what’s working, what’s not, and your competition
  • Proposition – to dig down to see why, what and how you’re solving your customers problems

Okay, but I already know that.

Yes, but you may not have ‘leapt’. And that’s our strength.

In short, through 30 years of experience and insight in the most challenging sectors, we’ve learnt how to bring that all together, distill and get the best out of people and business.

Using all the good information weve gathered from the Spark* Workshop, we can spot patterns and identify themes. We push our thinking to take a creative and strategic leap to get you a renewed positioning for your brand, that in a few careful words with supporting evidence, gives you a clear, hardworking brand strategy that forms:

  • brand purpose
  • brand essence
  • differentiated proposition

What do I do with that?

Strategy becomes action. You use these to filter through into all your marketing activities, communications, and behaviours. Plus keep focussed on both your long, and your short.

We can also help you to get your marketing sparked. Working with your team or filling skill-gaps where you need, our expert associates can roll-up their sleeves, and put into practice what we preach.

Our goal is to help you meet yours and cut-through to your customer to drive growth.

Does it make a difference?

We’d say yes, wouldn’t we. So instead, we invite you to take a look at what our clients have to say. They’ll be the best judges of that – to see this, and some of our work you can hop across here.

If you’d rather stay with this thread, see what Vitaccess, had to say recently. After wining Innovate UK backing and been identified by Tech Nation as one of the UKs top 33 scale ups to watch they needed to find a brand partner – this is what they said:

Flintlock emerged as the ones who got us thinking the most. Moments of oh! THATs our challenge! Why havent we asked ourselves that question before?. They convinced us that they would get the best out of us. Carrying out Spark* Workshops across the company, they drilled down to the essence of our culture, our people, and our offering in an impressively compact time frame. Weve moved quickly and decisively through the project milestones, thanks to their understanding, their expert, intuitive way of presenting pathways and the calibre of the brand positioning and creative artwork. Its bold, its really exciting and its really us. Hands down, this has been my personal favourite project to date. Helen Williams, COO, Vitaccess

I like what I see, but whats it going to cost?

We are aware that every business has a variable budget, so aim to keep our costs relative to your organisational needs, and required team involvement.

But, its not as scary as you might think.

It is an investment, but we expect to give you a good return by positively impacting growth.

You can also take us up on the chance to have a complimentary 30-minute talk with Flintlock founder, and reputed branding bright spark, Tasha Gladman (07801 146104) to get some insight and initial thoughts on where we can add some spark for you.

Last updated 13:42 on 11 May 2022

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