Brand and client experience consultancy
From the first post a client scrolls past to the referral they give years later, we make sure every step aligns to your intentions.
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.
Every touchpoint counts
The hard part
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
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.
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.
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.
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































































































Anelia Kruger van Staden
Partner, Hack, Stupel & Ross Attorneys · Brand and website
Vusi Zion
Founder and Executive Producer, Kaimal Pictures · Creative production
Ernst Meyer
From The Barn · Brand and website
Hermi King
Founder and Executive Producer, Praatma · Identity and brand
Wendy Machanik
Head of Production, VMLY&R · Digital content production
Harriet Perlman
Independent Producer and Writer, for Corruption Watch · Campaign animation
Hermi King
Founder and Executive Producer, Cas Oppie Kassie · Television graphics
Dr Sian Tiley-Nel
Head of University of Pretoria Museums · Documentary
Gideon Breytenbach
Creative Director and Co-owner, Kilroy Was Here Productions · Design and visual art
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
Phlogiston leaves no stone unturned in ensuring that their clients are comfortable and well-informed at every stage of the project. … They don’t just deliver a service – they deliver an experience.
Vusi Zion
Founder and Executive Producer, Kaimal Pictures · Creative production
Their personal approach, the interest in the history and vision of our company, as well as their focussed guidance, made it a pleasant and informative experience.
Ernst Meyer
From The Barn · Brand and website
For many years, this idea has been floating around, but once an identity was assigned to the idea, the potential for advancing the project became apparent. When I saw the logo and brand executions on Praatma, I knew that something significant was about to unfold.
Hermi King
Founder and Executive Producer, Praatma · Identity and brand
Alexander Melck and his Phlogiston team are agile and amazing to work with. Their “can-do” attitude is refreshing and their outputs exceptional.
Wendy Machanik
Head of Production, VMLY&R · Digital content production
Alex and his team were great to work with, [bringing] a creative energy and originality to the project. Corruption Watch was really pleased with the outcome of the project.
Harriet Perlman
Independent Producer and Writer, for Corruption Watch · Campaign animation
You know that feeling when you suddenly know you’re in good hands. … They exceeded all expectations and added to the project. They made “Cas Oppie Kassie” better!
Hermi King
Founder and Executive Producer, Cas Oppie Kassie · Television graphics
The final outcomes were excellent. … This brief was perfectly met, and the documentary is thoroughly enjoyed by students and other museum visitors.
Dr Sian Tiley-Nel
Head of University of Pretoria Museums · Documentary
Their unwavering dedication to each project acts as the driving force behind the astounding work they produce.
Gideon Breytenbach
Creative Director and Co-owner, Kilroy Was Here Productions · Design and visual art
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
1 of 9
Questions
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
Prefer email? Send two times that suit you and a line about what you are seeing in the business.
alexander@abrandonpurpose.com
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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