If your marketing's not performing, your Brand Strategy could be the problem.

Brand strategy drives business success.

When something's wrong with their marketing, most marketers overlook their brand strategy.

Instead they look at their ads and traffic sources. And sometimes their sales funnel. But rarely their target audience, positioning and offer, which all sits inside brand strategy and impacts their messaging.

Whilst marketing is about presenting the right messages, brand strategy heavily influences those messages. 

Marketing is how you make a good, surface level impression. Whereas branding goes deeper to impress your prospects with your substance. 

Just like relationships between people, a lot of groundwork goes into building brands. Before presenting an offer, these relationships are nurtured and trust grows at each touchpoint. All the while, you're weaving in your brand story to build deeper, more meaningful connections.  

It's an inside-out view which is a more authentic, human approach. That's good for brands because people like brands that are more human. 

Without a well-crafted, human-centred brand strategy, your business could die a death of a thousand cuts.  

I'm Will Roffé, a Brand Strategist & Copywriter with over 25-years' of experience. I can halt brand bleeds, identify underlying issues, and help you build a superhighway to your audience's minds and hearts.

Having an insightful Brand Strategy is not only priceless but a massive time and stress saver too. 

By the time we're done, you'll be making better connections and creating bigger goals. Many of my clients have double and triple digit growth within 18-months. And smaller clients have had 10X growth within a few years.  

If you'd like to explore what that might look like, book a no-pressure call to discuss your business' goals. We can see if we're a good fit too. If not, that's okay, I'm here to add value and share good vibes. 

See what my clients say below, learn more about me here or click the red button. You'll be glad you did. 

Why work with Me?

My clients want to deal with an expert brand strategist and copywriter with the right advice. They like that I have both sides of my brain engaged, and have run my creative and strategic business for over 20 years. So I understand many of their struggles. As a proactive problem-solver, I add value and fast-track their goals. We have fun too.  

Client feedback...

LWC client

Will just 'gets it'. Period!

With such a tremendously creative and strategic mind, but also an astute business sensibility, Will is someone you can go to with supreme confidence, to deliver incredible results - time and time again. 

JEREMY SNOWSILL  //  Director, LWC Australia

SIS client

Will has always impressed us with his creativity

We have worked with Will Roffé for the past 10-years. Will created our successful brand strategy before working on our suite of insurance products, along with developing and writing our corporate brand story that has formed a significant part in us creating and maintaining an engaging staff culture.

Will re-positioned our parent company brand, and brought cohesion and simplicity to our brand as we moved our individually branded products into a package of products with commonality and unity between them. 

Will wrote our website and a chunk of our backend portal for our brokers and partners. He has worked on geo-location campaigns, SEO campaigns, digital billboards, brochures, trade show content, letters, our quarterly magazine, digital and print ad campaigns and more.

Internally, Will helped us discover and formalise our company culture, then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind. The results of this have seen us consistently measure above 90% for our staff engagement surveys.

Will is an expert brand strategist, strategic copywriter and ideas generator. If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right strategies, language, tone and ideas.

Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence. I have no hesitation in recommending Will.

NICHOLAS BAKER  //  CEO, Star Insurance NZ

Monier Marketing Manager, Lou

Will's integrity is outstanding!

I absolutely appreciate Will and his team's commitment to delivering on our projects, which they always do with passion, talent and an exceptional level of courtesy.

LOUISE FARAC  //  Marketing Manager, Monier Bricks & Roofing

IHG client

Will creates Copy You Feel

Will Roffé created Crowne Plaza's positioning and Copy for our websites and other collateral. We felt well taken care of, with Will guiding us throughout the process. We especially liked his ability to work with the senior management team, either face-to-face in focus groups or over the phone to complete the project, which has been smooth. 

Will captured all nuances of our vision and translated it onto paper during the given time frame. We were so impressed we then engaged Will to work with our Holiday Inn properties.

FRANCK HESSE  //  Area Director Sales & Marketing, InterContinental Hotel Group

Vodafone client

Will is a great team player and motivator who gets things done.

Will has an excellent understanding of digital life and has great strategies and ideas for online and offline worlds.

He is a digital specialist but is grounded in the knowledge of all other forms of media. This is really important in the digital age moving forward; as his knowledge and experience allow him to see the wood from the trees.

MIKE WILSON  //  Head Of Digital Engagement, Vodafone

Quotient client

With his valuable ideas, Will has become a go-to confidant and an integral part of our team.

Will has spent a lot of time understanding our business as well as bouncing ideas and strategies we could implement. He helped shape our brand voice and his copywriting approach has added real personality to our communications, including our website, emails and blog. 

Will is a genuine, caring and hardworking person who wants the best for his clients. If you have the opportunity to work with Will, jump at it. He is insightful and once he understands your business and its objectives, will be your biggest advocate.

NATHAN CARTER  //  Co-Founder, Quotient App

Rhys Darby

Will has amazing Jedi mind tricks

Will has a huge amount of experience in advertising and computer wizardry stuff, which means he can turn your brands into more successful ones using his amazing Jedi mind tricks.

RHYS DARBY  //  Comedian & Actor USA & NZ


We enjoyed working with Will, tremendously

Will quickly understood the market we operate in and the style of communication we wanted to portray. His work was current, well researched and mostly self-driven on our behalf, which worked very well. Thank you Will for all you have done for Fifo Capital.

NIGEL THOMSON  //  Global CEO, Fifo Capital Business Finance

I am very happy to recommend Will.

We worked with Will Roffé, initially to get him to write five Architectural Award entries. We ended up winning four of our five entries. 

We then engaged Will and his team to create our new brand identity system with all associated materials, and then write, design and develop our new website. The website got rave reviews, so they nailed it! 

We have worked with Will for several years and our practice has continued to go from strength to strength, with A LOT (!) of extra work. I am very happy to recommend Will to you.

NOEL JESSOP   //  Founder & Director, Noel Jessop Architecture

TrailLIte GM

Will has always impressed us with his creativity.

We appreciate Will's creativity, the high standard of his work and very importantly, how hard he works to get the job done, sometimes with seemingly impossibly tight deadlines.

The quality of work delivered by Will has been very impressive. We enjoy working with Will and greatly value the contribution he makes to our business.

SHAUN NEWMAN  //  Joint-Managing Director, TrailLite Motorhomes

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