Statement of method: questions belong in the margin, visible at rest — not hidden behind accordions. Use the index to jump; every answer sits in the column below.
We write brand strategy documents: positioning, narrative, message hierarchy, voice guides, editorial programmes and brand-system folios. We annotate drift in existing materials and facilitate working sessions on Tyrwhitt Road or by video. We do not buy media, design logos, build websites, manage social accounts, or guarantee commercial outcomes. If your primary need is execution, we help brief the partners who execute — we do not replace them.
Most clients arrive with a creative agency, PR firm, or performance shop already in place. We produce the master documents those partners should follow and join one onboarding session if useful. We are not a pitch consultant helping you select vendors, and we do not accept referral payments from agencies. Our loyalty is to the document set, not to preserving a particular vendor relationship that no longer serves the position.
Each column on the engagement page is confirmed separately after a briefing. Diagnostic reads are fixed-scope; larger engagements are milestone-based with a written brief before work begins. We do not bill hourly without a cap, and we do not require annual retainers unless you contract standing advisory. Expenses are limited to print, courier and licensed stock imagery if you request it — no padded “research pass-through”. Invoices are payable within fourteen days unless otherwise agreed in writing.
A diagnostic read completes in two weeks from material receipt. A positioning engagement usually requires four to six weeks including two working sessions and one revision cycle. Narrative and voice builds add three to four weeks if they follow positioning. Documentation programmes depend on asset audit complexity — six to ten weeks is common. We publish a weekly status note during active work so delays are visible early, not discovered at the deadline.
We work with APAC headquarters and remote founders by video. Sessions may run early or late to accommodate time zones. Master documents use British spelling by default for en-SG delivery; we can align to your house standard if declared at briefing. At least one decision-maker should visit Tyrwhitt Road once during a positioning engagement if possible — the room is part of the method. Fully remote engagements are possible but require disciplined document circulation on your side.
We are strongest with B2B software, professional services, regulated consumer finance, healthcare adjacencies, and industrial brands expanding into APAC from Europe or North America. We avoid gambling, adult content, political campaigning, and cryptocurrency custody narratives. That is a values and competence boundary, not a judgment of legality — those categories need specialists we are not.
We promise coherent documents, a named dispatch procedure, and honest scope boundaries. We do not promise revenue growth, funding success, share-of-voice metrics, or ranking improvements. Strategy reduces internal friction and external confusion; it does not substitute for product quality or sales discipline. If a prospective client needs numeric guarantees, we decline the briefing.
Without one person holding the amendment log, master copies fork within months. The custodian need not be senior, but must have authority to reject off-hierarchy copy and access to leadership when hierarchy itself must change. We pause dispatch until that person is named in writing. This requirement has prevented more post-project drift than any footer disclaimer we could write.
Your briefs and masters remain your property. We do not publish client names without permission, do not reuse your sentences in other engagements, and delete working notes from active systems per our archive policy on Dispatch. We may describe anonymised methodology in general terms — “a Singapore SaaS scale-up” — without identifying you. Mutual confidentiality terms are in our engagement letter and summarised in Privacy.
Email [email protected] with a short description of drift symptoms and links or attachments to recent outward copy. We respond within two business days with either a decline, a request for clarification, or an invitation to a thirty-minute briefing. See Doorplate for address, hours and map. There is no online booking widget — we read mail in order, on purpose.