BRAND & MARKETING STRATEGY
The Bigger Picture
From $9,500 + GST
Your business has grown more complex. Does your marketing have one clear direction?
For established Australian businesses, typically with 20+ people, that need senior-level strategic marketing expertise to bring their business priorities, competitive positioning and marketing together.
As your business grows, marketing becomes more complicated.
You may have several products or service lines, different customer groups, changing market conditions and competing business priorities.
Your leadership team knows where it wants to take the business. Your salespeople understand their customers. You may have internal people or external suppliers managing marketing activities.
But who's bringing all of that together into one clear marketing strategy?
That's where The Bigger Picture comes in.
The Bigger Picture brings experienced, senior-level strategic marketing thinking to complex business challenges, helping you establish a clear, commercially focused strategy that connects your business priorities, competitive positioning and marketing direction.
We'll examine your markets and customers, clarify your competitive strengths, consider how your offerings fit together and develop a comprehensive Brand & Marketing Strategy.
You'll receive a personalised written strategy, developed collaboratively and personally presented, with clear recommendations and a practical roadmap for moving forward.
COMPLEX BUSINESS CHALLENGES
One clear strategic direction for the bigger picture.
Independent senior-level marketing expertise to connect your brand, offerings, audiences and commercial priorities.
Typical business size: 20+ people
Contact: one nominated senior sponsor
Leadership input: selected, agreed conversations
Delivery: individually scoped
01 / THE RIGHT FIT
Is The Bigger Picture right for your business?
The Bigger Picture is designed for established Australian SMEs, typically with 20 or more people, whose business and marketing challenges have become more complex.
It's particularly relevant for businesses with multiple products or service lines, different customer segments, complex buying decisions or several commercial priorities that need to be supported by marketing.
You might recognise some of these situations:
- Your business has grown, diversified or changed direction, but your brand positioning and marketing strategy haven't kept pace.
- You offer several products or services, but it's not clear how they fit together or how to communicate their different value propositions.
- You serve different markets or customer groups, each with distinct needs, buying motivations and decision-making processes.
- Your leadership team has clear business objectives, but no overarching marketing strategy to support them.
- Your sales and marketing activities aren't connected by a consistent strategic direction.
- You lack experienced senior-level marketing expertise within the business to bring everything together.
- Marketing activities are being managed by internal staff or external suppliers without clear strategic priorities.
- You need an experienced, independent perspective to help make important decisions about your market position, customer priorities and marketing investment.
The Bigger Picture is for businesses that need more than a competitive positioning exercise or a marketing plan for one part of the business.
It's about understanding how the different parts of your business fit together, making informed strategic decisions and establishing a clear marketing direction that supports your wider commercial objectives.
Business size is a guide, not a strict cut-off. The complexity of your business and its strategic requirements will determine the most appropriate engagement.
02 / WHY THIS ENGAGEMENT
Why take a bigger-picture approach?
As businesses develop, their marketing challenges don't always sit neatly within one product, service or customer group.
One offering may be well established while another needs greater market awareness. Different customers may value different things. Salespeople may use different messages, and marketing activity can become driven by immediate requests rather than agreed priorities.
The result can be a lot of activity without a clear understanding of what's contributing to the business's goals.
The Bigger Picture brings those moving parts together.
We'll examine where your business can compete most effectively, how your offerings should be positioned, which customers and opportunities matter most, and how your marketing can better support your business priorities.
We'll also look at how your overall brand, customer value propositions, sales communications and marketing activities should work together.
Unlike a strategy focused primarily on strengthening one competitive position, this engagement considers the relationships between your different offerings, markets and commercial priorities.
The goal isn't simply to produce more marketing activity.
It's to give your business the strategic clarity to decide where to focus, what to communicate, where to invest and what to do next.
03 / THE DELIVERABLE
What exactly do you get?
A comprehensive, personalised Brand & Marketing Strategy, developed around your business, commercial objectives and agreed strategic priorities.
Because every business is different, we'll define the appropriate scope before commencing. Your strategy will address the areas relevant to your agreed brief, which may include:
01
Business and strategic diagnosis
An assessment of your business objectives, growth priorities, current market position and the commercial and marketing challenges that need to be addressed.
We'll identify the important strategic decisions and examine how marketing can contribute to your broader business goals.
02
Market and competitive analysis
Research and analysis of your agreed priority markets, competitive environment and key competitors.
We'll examine how competitors position themselves, where they compete and the opportunities or challenges that may influence your business's strategic direction.
03
Customer segmentation and buying insights
Identification and prioritisation of your key customer groups, including their needs, buying motivations, decision-making processes and the value they expect from your business.
Where relevant, we'll consider the different decision-makers involved in purchasing your products or services and what that means for marketing and sales.
04
Brand positioning and offering architecture
A clear overarching competitive position for your business, supported by a logical approach to how your products, services or business capabilities are presented.
We'll consider how your different offerings fit together, how they relate to your overall brand and how customers can understand the value of each.
05
Customer value propositions
Clear articulation of what makes your business and priority offerings worth choosing.
Where customer groups have different needs, we'll develop relevant value propositions that address those needs while remaining consistent with your overall brand positioning.
06
Delivery and customer experience
An examination of how your business delivers value, the strengths that support its competitive position and the customer experience needed to reinforce your promises.
Your positioning should reflect what your business can genuinely deliver.
07
Brand messaging and proof
Development of your core brand proposition, supporting messages and reasons to believe.
This may include messaging for priority customer groups, offerings and stages of the buying journey, providing a more consistent foundation for marketing, sales and customer communications.
08
Strategic marketing and go-to-market direction
Recommendations for reaching and engaging your priority customer groups, communicating your value propositions and supporting your commercial objectives.
We'll consider appropriate marketing channels, content direction, sales and marketing priorities, and how to make the best use of the resources available to your business.
09
Prioritised marketing activation roadmap
A practical roadmap outlining the recommended marketing priorities, sequence of activities and next steps.
The roadmap will consider your existing people, capabilities and resources, helping your leadership team understand what needs to happen and what should take priority.
One integrated strategy that connects your business objectives, competitive position, customer value and marketing direction.
We'll develop and refine the important strategic decisions together. I'll personally present your completed strategy and explain the recommendations so you understand the thinking behind them and how to put them to work.
04 / PUTTING IT TO WORK
A strategy your business can actually use
Your completed Brand & Marketing Strategy becomes an ongoing strategic reference for your business.
It provides a clearer basis for leadership decisions, marketing priorities and communication across your products, services and customer groups.
- Align marketing with business priorities: Give your leadership team a clearer understanding of how marketing should support your commercial objectives.
- Prioritise investment and opportunities: Make informed decisions about which markets, customer groups, offerings and marketing activities deserve attention.
- Bring your offerings together: Establish a consistent approach to how your products, services and capabilities are positioned and communicated.
- Support sales and business development: Give your salespeople clearer customer value propositions, competitive messages and reasons customers should choose your business.
- Guide your marketing people: Provide internal staff, new marketing hires or external specialists with a clear strategy and roadmap to work from.
- Improve marketing consistency: Connect your website, content, campaigns and customer communications to the same strategic direction.
- Support AI-assisted marketing: Use your completed strategy as a reference when developing content or planning marketing activity with ChatGPT or other AI tools, where appropriate.
- Guide future decisions: Provide a foundation for assessing new opportunities and keeping marketing aligned as your business evolves.
Rather than having different people make marketing decisions independently, your business will have a common strategic direction to guide their work.
05 / WORKING WITH SARA
How we'll work together
Senior-level strategic thinking, developed collaboratively with your business.
The Bigger Picture is a personalised strategy engagement led directly by me, Sara Berry.
Because businesses at this level can vary significantly in their structure, markets and challenges, we'll agree on the scope, working arrangements and deliverables before we begin.
You'll have one nominated senior project sponsor as my primary contact throughout the engagement.
Where the strategy requires input from other senior leaders, we'll include selected conversations as part of the agreed project scope.
01
Understanding your business
We'll begin with an in-depth discovery process to understand your commercial objectives, business structure, products and services, customers, markets and existing marketing activities.
I'll work closely with your nominated project sponsor to identify the challenges, strategic priorities and decisions the project needs to address.
Where appropriate, I'll also speak with agreed members of your leadership team to understand relevant commercial, sales or operational perspectives.
02
Researching and developing the strategic direction
I'll undertake the agreed market, competitor and customer research and analyse what we've learned about your business.
From there, I'll develop the strategic thinking around your overall positioning, priority audiences, offering structure, customer value propositions and marketing opportunities.
We'll work through the emerging findings together, exploring options, challenging assumptions and testing the recommendations against your commercial objectives.
03
Reviewing and refining the strategy
We'll review the important strategic decisions and refine the recommendations before the strategy is finalised.
This is especially important when there are different offerings, customer groups or commercial priorities to consider.
I'll work with your nominated sponsor to bring the relevant perspectives together, resolve questions and establish a coherent direction for the business.
The aim is a strategy that's commercially relevant, credible and realistic to implement.
04
Presenting your strategy and roadmap
I'll personally present your completed Brand & Marketing Strategy, explain the recommendations and work through the prioritised marketing activation roadmap.
We'll discuss the implications for your business, the most important next steps and how to use the strategy to guide your leadership decisions, internal marketing activities and sales communications.
Delivery: Online via Microsoft Teams.
Personal involvement: You'll work directly with me throughout the engagement.
Working arrangements: The number of strategy sessions, selected leadership conversations, research scope and delivery timeframe will be agreed in your tailored proposal.
06 / OUR STRATEGIC METHOD
The Marketing Sense Brand Strategy Method
One strategic approach, tailored to your business.
Effective marketing strategy starts with understanding the business as a whole.
That means looking beyond individual marketing activities to understand your objectives, customers, competition and the value your business delivers.
The Marketing Sense Brand Strategy Method brings these elements together through six connected stages.
- Discover: Understand your business, goals, customers and current challenges.
- Analyse: Review your market, competitors and strategic opportunities.
- Position: Define what makes your business different and worth choosing.
- Define Delivery: Clarify how you deliver value and create a stronger customer experience.
- Communicate: Develop clear messages that connect with the right audience.
- Activate: Turn the strategy into practical marketing priorities and next steps.
The same method underpins Get Clear, Stand Out and The Bigger Picture.
For The Bigger Picture, we apply it across the agreed business priorities, offerings, customer groups and marketing challenges, with the depth of analysis tailored to the project.
07 / WHY MARKETING SENSE
Why choose Marketing Sense?
Clear thinking. Real-world experience. Practical strategy.
- Strategic thinking, not just tactics
- I look at the bigger picture to understand what's really holding your marketing back and where the greatest opportunities lie.
- Real-world experience
- Decades of marketing experience and more than 2,000 businesses advised and coached over the past ten years.
- Practical and commercial advice
- Clear, honest recommendations grounded in your business objectives, customers, resources and the realities of the Australian market.
- Collaborative and personal
- You work directly with me. I'll challenge your thinking, share my experience openly and develop your strategy with you.
- Strategies your business can put to work
- You'll have a tailored strategy and practical roadmap to guide leadership decisions, marketing priorities, sales communications and future activities.
08 / MEET YOUR STRATEGIST
A little more about me
I'm Sara Berry, founder of Marketing Sense.
One of my greatest strengths is taking complex business and marketing challenges and turning them into clear, workable strategies.
I've spent decades working in marketing across businesses and organisations of different sizes and industries. Over the past ten years, I've also advised and coached more than 2,000 businesses.
That experience has taught me to look beyond the immediate marketing request and understand what the business is really trying to achieve.
Sometimes the underlying problem isn't the website, the campaign or the marketing activity itself.
It's a lack of clarity about the business's competitive position, who it should be targeting, how its offerings fit together or where marketing should focus.
That's where I can make a difference.
I bring senior-level strategic marketing expertise, an independent perspective and a practical understanding of Australian business conditions.
I'll ask the difficult questions, challenge assumptions and help make sense of competing priorities.
I'll also share my thinking openly so you understand the strategic decisions and can confidently take the recommendations forward.
My role is to help your business establish a clear marketing direction that makes commercial sense — and a practical way to put it to work.
And we'll enjoy the process along the way.
In Sara’s words
“One of my greatest strengths is taking complex business and marketing challenges and turning them into clear, workable strategies.”
09 / CLIENT FEEDBACK
What my clients say
“She really understands our business and market, and her input has been both strategic and practical.”
“She has an amazing ability to pinpoint her clients' natural strengths and identify their true competitive advantage.”
10 / YOUR INVESTMENT
The Bigger Picture
From $9,500 + GST
The Bigger Picture is individually scoped to reflect your business’s complexity and the strategic work required.
Your engagement includes an agreed combination of
- Initial business research, preparation and strategic discovery.
- Personal Microsoft Teams strategy sessions with Sara.
- Selected senior leadership conversations, where relevant to the agreed scope.
- Market, competitor and priority customer research and analysis.
- Strategic assessment of brand positioning, offering structure and customer value propositions.
- Collaborative development and refinement of your Brand & Marketing Strategy.
- Development of key brand messages, marketing direction and go-to-market priorities.
- One comprehensive, personalised written Brand & Marketing Strategy, including a prioritised marketing activation roadmap.
- Personal presentation and practical explanation of your completed strategy.
Investment: From $9,500 + GST, with the final fee confirmed after an initial discussion and assessment of your requirements.
Who you’ll work with: Sara Berry, directly, throughout the engagement.
Project coordination: One nominated senior sponsor, with additional leadership input agreed where required.
Delivery: 100% online via Microsoft Teams.
Timeframe: Confirmed in your proposal according to the agreed scope, scheduling and information required.
Why invest in The Bigger Picture?
When your business has multiple offerings, customer groups and commercial priorities, marketing decisions affect more than one part of the organisation.
Developing a coherent strategy requires broader research, deeper analysis and the experience to make informed decisions about how those different elements should work together.
The Bigger Picture gives your business access to senior-level marketing expertise to examine those challenges, establish clear priorities and develop a connected strategic direction.
You're investing in experienced strategic judgement, informed decisions and a comprehensive Brand & Marketing Strategy built around your business.
You'll have a strategy that brings your commercial objectives, competitive position, customer value and marketing priorities together — and a practical roadmap to guide the people responsible for putting it into action.
Ready to see The Bigger Picture?
If your business has grown more complex and you need a clearer, more connected marketing strategy, let's have a conversation.
I'll get to know your business, the challenges you're facing and what you're trying to achieve.
From there, we'll discuss the appropriate strategic scope and whether The Bigger Picture is the right fit.
Not sure which Brand & Marketing Strategy engagement is right for your business? That’s what our initial conversation is for.
EXPLORE OUR OTHER BRAND & MARKETING STRATEGY OFFERINGS
Stand Out — $5,500 + GST
For established businesses, typically with 5–20 people, that need stronger competitive positioning, deeper analysis and a comprehensive strategy to guide their internal marketing and sales activities.
For independent business owners and small owner-led businesses, typically with 1–5 people, that need a focused, practical Brand & Marketing Strategy.