Brand and client experience consultancy

Be the brand people trust, respect, value, stay with, recommend and love.

From the first post a client scrolls past to the referral they give years later, we make sure every step aligns to your intentions.

LET'S START

Free, 45 minutes, with Alexander Melck.
A working session, not a pitch.

Brands we have worked with

A Brand On Purpose is the dedicated consulting division of Phlogiston, through which we worked with these brands and the clients quoted below.

SKYY Vodka SABC FNB University of Pretoria City Property Hack, Stupel and Ross Attorneys UN Environment Programme Ecogradia Corruption Watch PEN

Every touchpoint counts

Every call, email, invoice and handover shapes how a client feels about you.
That feeling is your brand.

The hard part

Your brand has many owners.
Your clients see one business.

A brand now runs on more outputs than anyone can track, and none of them stand still. New staff join, services change, platforms shift and every month asks for fresh content. Each change is handled by whoever is closest, through different people, suppliers and systems.

1Awareness

Logo and identity, website, social media, video, adverts, signage and vehicles

Usually an agency, a freelancer or a printer

2Consideration

Enquiry responses, presentations, proposals, quote templates and case studies

Usually sales, or you

3Commitment

Contracts, deposit requests, welcome packs and the first days after the yes

Usually admin and accounts

4Fulfilment

Site visits, uniforms, progress reports and close-out documents

Usually operations and your team

5Loyalty

Statements, check-ins, service reminders and how complaints are resolved

Usually whoever answers the phone

6Advocacy

Referrals, reviews, testimonials and what is said about you when you are not in the room

Usually nobody

Nobody decides to be inconsistent. It accumulates.

Every piece can be done well and the whole can still fall short, because clients experience the gaps between the pieces.

WHAT WE DO

One plan for every touchpoint.
One partner to hold it together.

Instead of coordinating it all yourself on top of running the business, you work with one partner who sees the whole picture and keeps it consistent as the business grows and changes.

1

Design the client experience.

We map all six stages and decide, on purpose, what each should feel like and what it needs.

The brief everything else is built to.

2

Direct the work.

Identity, website, social media, video, proposals and documents, each scoped, briefed and checked against the same plan.

One point of contact instead of five suppliers.

3

Equip your people.

Simple systems, scripts and training so your team carries the brand in every conversation and visit, whoever is in the room.

Fewer decisions to make, not more rules to remember.

What clients say

A brand is what people say when they explain why they stayed.

Anelia Kruger van Staden

Partner, Hack, Stupel & Ross Attorneys · Brand and website

Although we approached Phlogiston for a new website, the team opened our eyes to so much more, as they assisted in creating a brand we are proud to be associated with. … Our newly branded website confirms our principles … and for the first time we are benefitting from it.

Anelia Kruger van Staden

Partner, Hack, Stupel & Ross Attorneys · Brand and website

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Questions

What people ask before we start.

How is this different from a marketing agency or a designer?

Marketing covers one stage of the client journey, and its job is usually to make promises. We look after whether those promises are kept, from the first contact to the referral years later. A business that undersells and over-delivers builds a far better reputation than one that looks better than it is. Design matters just as much to us, and we work with many designers, but a good look should finish a well-built experience, not stand in for one.

We just need a logo, a website or a video. Why not start there?

You probably do need them, and we produce all three. Each one works far harder once it is clear where it sits in your clients' journey and what it has to answer. A website is a shopfront: it can only be as clear as the thinking behind it. We are not trying to slow you down. We make sure what you build first earns its keep, so the business grows on it rather than redoing it.

What happens in the free 45-minute session?

We start working on your brand, online. Beforehand we send a short piece of homework so both sides arrive prepared, and we sign a mutual NDA so you can speak freely. In the session we look at where clients meet your business and where the experience slips. You leave with a real sense of what working with us is like, and we can both judge whether a partnership is worth pursuing. We would rather show the value than sell it.

How do you charge?

We prefer to price by outcome: a fixed fee for a defined project, agreed upfront, so there are no surprises. Where ongoing input makes more sense, we offer retainers for consultation and development work, with additional hours when needed. Every proposal is shaped around the problem we are solving, so we quote once we understand it, usually straight after the free session.

How much of our time will it take?

As little of yours as possible, because we do the heavy lifting between sessions. Your team is different. Your staff deliver the experience every day, so we involve them deliberately, and the time needed depends on how much buy-in the change requires. Winning support inside the business matters as much as how it is positioned outside.

We already have an agency or a designer. Do you replace them?

If the relationship is healthy, we would rather work with them. Suppliers often work in isolation from thin briefs, so each piece is good on its own but the whole does not add up. We align everyone around one clear plan, write better briefs, manage the work and check the quality, so the load comes off you and every element builds the same reputation.

Do you only do strategy, or also the design, website and video?

Both. Much of the work is produced in-house, and we bring in trusted specialists where a job needs them, always transparently. What we make is built to be effective, not just attractive. It answers what your clients need to know, rather than being a self-portrait nobody else cares about.

Who do you work with?

Organisations that are good at what they do and growing, but struggling to protect their reputation as they grow. We have worked with nonprofits, start-ups and corporates, with clients from Seattle to Singapore. Sessions are online by default, and in person by arrangement. It is not the right fit if you are still working out what your business does. We help great organisations be recognised for it.

How long does it take?

It depends on the problem, but many clients start with a focused 90-day project, usually with one session a week. Some continue as an ongoing partnership after that. We keep the shape open so it fits what needs solving rather than a fixed package.

How will we know it is working?

Where it helps, we set baselines and agree how to measure progress. Most clients notice without a spreadsheet: clients and staff stay longer, people are happier to work with you, word of mouth picks up, and leads convert faster and with less effort.

We are too busy, or the budget is tight. Should we wait?

Both are fair concerns. But growth without alignment adds people, handovers and chaos, so busy only gets busier. Spending on marketing before the experience is clear is a shot in the dark. Putting clients at the centre is one of the most reliable ways to grow, which is why it is worth starting small now rather than waiting for a quiet month that never comes.

The next step

Let's look at your business from the outside.

A free 45-minute working session, at a time that suits you.

We start on your brand straight away: where clients meet your business, what holds up and where the experience slips. You leave knowing what to fix first, and with a real sense of what working together is like. It is the quickest way for both of us to see whether we are a good fit. No cost and no obligation.

Book your free session

Prefer email? Send two times that suit you and a line about what you are seeing in the business.

alexander@abrandonpurpose.com
Alexander Melck

Alexander Melck

Brand architect

For more than a decade I ran Phlogiston, a creative studio that clients hired for videos, websites and identities. What they needed was rarely what they asked for. A bank wanted 40,000 staff to live its brand promise. A law firm wanted a website and discovered it needed a reputation it could stand behind. Each time, the real work was deciding what people should believe, then designing every moment that would earn it.

A Brand On Purpose is that work, done deliberately. 

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