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Branding: what's it all about?

In today's world of mass marketing and rapid communication, a strong brand is essential if you don't want to get lost in the noise.

A brand is much more than a logo; it is what you are and what you stand for – it’s what people say, feel and think about your product, service or company. In short, it’s not what you think it is, it’s what they think it is.

Fay Blakeley is a Cardiff based communications consultant specialising in brand positioning, brand strategy and marketing communications planning. Experienced in all aspects of communication from branding and digital communications to more traditional channels, Fay has worked with a variety of clients from diverse sectors including arts organisations and blue chips to SMEs and charities.

If you’re interested in unlocking your brand potential, contact Fay on 07590 533507.


  • Brand Positioning & Strategy

    Wales & West Housing Association

    Fay was commissioned by Staziker Jones to help Wales & West understand and articulate their brand positioning and create a strategy for the future of the organisation’s brand and subsequent communications.

    The project began with an extensive research period, followed by structured positioning workshop sessions with the Executive team, including naming and brand architecture exercises. The consultation period took a 360-degree approach, including stakeholder and staff engagement through a series of face-to-face and telephone interviews.

    The outcome was an extensive positioning report including a brand strategy and naming recommendations, which Wales & West will take forward as they move into the next decade.

  • Brand Positioning & Strategy

    Wales Millennium Centre

    Whilst co-owner and Managing Director of Sweet Creative Ltd, Fay headed up the team that re-branded the Wales Millennium Centre, Wales’s prestigious performing arts venue. Through extensive research including staff and stakeholder consultation – a brand strategy was created. This brand strategy became the basis for the visual brand including the development of an inspirational marque, brand elements and extensive brand guidelines.

    The accompanying comprehensive toolkit has enabled the Centre to position itself as a creative hub and democratic venue for the people of Wales and on the international stage.

  • Marketing & Communications Planning

    Innovis Breeding Services

    Fay was commissioned to work with Innovis, the UK’s leading supplier of breeding technologies, to create a three-year marketing strategy for the breeding sheep arm of the business. This led to the subsequent formulation and implementation of an integrated marketing plan to drive sales, increase brand awareness and engage the agricultural and farming community. Fay supplies ongoing consultation to Innovis in the form of monthly mentoring sessions with the company’s Directors and sales team at its headquarters in Aberystwyth. Staziker Jones commissioned this project.

  • Internal Communication Strategy

    Lloyds TSB Banking Group

    Fay has recently worked with the Commercial team at Lloyds TSB Banking Group across the full range of Commercial sectors on their internal communications strategies. From Healthcare to Property and Manufacturing to Education, Fay has written internal presentations, created and executed workshop exercises for the SME market and consulted with the sector directorate regarding ongoing internal communication strategies.

  • Brand Positioning, Brand Launch Management, Guideline Copywriting & Design Management

    RGB Communications

    RGB Communications is an audio-visual distributor based in Berkshire. Commissioned through design consultancy Staziker Jones, Fay worked with the client to define and articulate RGB’s Brand Positioning. Once agreed, Fay project managed the creative development of the brand, working with the design team to visualise the brand touch points including marketing materials and the website. In collaboration with the Creative Director, Fay wrote extensive brand guidelines and went on to help develop the brand launch, which included writing and co-presenting a presentation for the RGB team.


Some of the clients I’ve worked with include:

Welsh Women’s Aid
Lloyds Banking Group
Wales Millennium Centre
Wales and West Housing Association
RGB Communications
Staziker Jones
V12 Retail Finance
The Environment Agency Wales
Welsh Assembly Government


To discuss how Fay can help with your business
positioning and articulating your brand, contact:

Tel: 07590 533507