Brand Strategy for Founders — Finding, Refining, and Executing Your Positioning
I dive into the founder, not the market.
You know what you're doing, but you notice that your story isn't landing.
Customers understand your product, but don't feel a connection with who you are.
Investors hear your pitch, but don't remember you.
Your team knows what you're making, but not why it's important.
I’ll help you find that story. Simple, honest, authentic.
So people choose you for who you are, not just for what you offer.
What you don't get
Someone who listens to your story and writes it down. No.
You already know that story. You’ve told it a hundred times—to investors, to customers, to yourself. And it doesn’t resonate the way it should.
I create a space where you can be honest, even about the things you haven’t said out loud yet. You lead the conversation; I’ll offer some feedback here and there. I’ll also ask the tough questions. If I hear something that doesn’t add up, I’ll point it out. If you’re downplaying who you really are, I’ll call you out on it.
Beyond the resistance, the emotion, the frustration, or perhaps even the shattered dream—that’s where the real story lies. The story that sets you apart.
That very issue is exactly why you started building a company that does things differently.
That's exactly what you're looking for. Otherwise, you wouldn't have read this far.
How I work
I help founders find and tell their brand story.
Not by making up a story, but by discovering what is already there.
We start with conversations:
Why does your company exist? (Not "we saw a market opportunity," but deeper than that.)
Who are you doing this for? (Not "everyone," but specifically.)
What sets you apart from the competition? (not features, but vision)
Which values are important? (And how do they sound when you say them out loud?)
I translate those answers into a brand narrative: a story that your team can carry without it feeling forced.
Then comes the execution: messaging frameworks, tone of voice guides, copywriting, campaigns.
Strategy first, words second.
What a collaboration looks like
Phase 1: Discovery (week 1)
We'll have a chat. I'll ask questions, and you'll tell me about your company.
Not just what you do, but why it matters.
Who are your customers really? What makes you different? What mission are you fulfilling?
Phase 2: Strategy (week 2)
I translate those conversations into a brand narrative document:
- Elevator pitch (who are you in 30 seconds)
- Mission & vision (why does your company exist)
- Positioning (what makes you different)
- Messaging framework (key messages you use)
- Tone of voice guide (how does your brand sound)
Phase 3: Refinement (weeks 3-4)
We will test the story with your team.
Does it feel natural? Can they carry it off? Does it fit?
Two rounds of revisions to get it just right.
Phase 4: Execution (optional)
Once your brand narrative is in place, we can roll out:
Website copywriting
Campaign messaging
Flemish localization (for international expansion)
Pitch decks
Content strategy
Everything that tells your story
For ongoing support after the brand story development, I also work on a retainer basis.
What you get
Brand narrative document
A clear story about who you are, why you exist, and what makes you different. This will form the basis of all your communication.
Messaging framework
Key messages that you use in pitches, on your website, in campaigns. How do you talk about yourself without sounding forced?
Elevator pitch
A 30-second, 1-minute, and 3-minute version. For networking, investor pitches, or just when someone asks, "What do you guys actually do?"
Tone of voice guide
How does your brand sound? Which words do you use, and which do you avoid? Examples of good and bad copy, so your team knows how you sound.
Why storytelling is more than just marketing
Most brands use storytelling as a mere veneer.
A nice story that marketing layers on top.
But storytelling only works when it forms the foundation of your positioning.
When your team knows what you stand for.
When customers see themselves in what you say.
When investors understand why you’re different.
That story is already there; you just haven’t clarified it yet.
How it works: Airbnb in Flanders
I once spent two weeks in Rome to positioning the story of Airbnb for Flanders.
Sounds fancy, but it was mainly espresso, asking a lot of questions, and a lot of rewriting.
The brief: make our story Flemish without losing its essence.
The problem wasn't the language. It was the culture.
Americans are direct, optimistic, loud.
Flemish people are more subtle, more ironic, and have a built-in bullshit detector.
What sounds enthusiastic in San Francisco can quickly come across as overselling in Belgium.
We didn't rewrite the style guide by replacing words,
but by analyzing how Flemish people talk about the same things.
What do they focus on when they talk about their trip?
What makes them enthusiastic?
What does hospitality mean to a Flemish person?
And above all: where do they lose interest?
The result: their platform stayed the same, but their story suddenly clicked with Flemish audiences.
That is the power of storytelling.
Who this is for
This is for founders of growing companies who are struggling with their story.
You recognize yourself as:
You have product-market fit, but your messaging is off
Customers understand what you do, but not why it matters
Your pitch isn't working
Your team cannot clearly explain what makes you different.
You're growing, but it feels like a treadmill — new tactics, new hooks, but no consistency.
You are probably:
Founder or co-founder
Post-funding startup or scale-up (10-100 people)
B2B or B2C (it doesn't matter, companies are made up of people too)
International or Flemish
Ready to invest in your story (this is not a quick fix)
Why collaborate with me?
I am not a marketer who makes up stories.
Nor am I a consultant who sells you a framework.
I’m an independent brand strategist.
I help you uncover what you already have, and turn that into a story your team can rally behind.
I have worked with international brands such as Airbnb, IKEA, Nike, and Uber.
From localization to copywriting, I know how to translate stories between cultures without losing their essence.
I know how to make complex ideas simple without oversimplifying them.
And I only work with founders who are truly committed to investing in their story.
Storytelling isn't just a nice-to-have. It's your foundation.
Investment
Brand Story Development
Discovery + strategy + deliverables as described above.
For solo founders and small studios Starting at €2,000 | 3–4 weeks
Focused scope, one brand story, one target audience, one level of communication.
For scale-ups and more complex projects Starting at €4,500 | 4–6 weeks
Multi-stakeholder, multiple communication layers (client, team, partners), greater depth in discovery and refinement.
Brand Strategy + Implementation
Brand storytelling plus copywriting, naming, campaign concept, and/or creative direction.
Small-scale project (brand story + website copy): Starting at €4,000
Large-scale project (brand story + naming + copy + campaign + creative direction with a visual partner): Starting at €12,000
For full-scope projects, I work as a creative director alongside a visual partner who bills separately.
Ongoing partnership for founders who want to develop and roll out their story.
What you get:
2x per month brand voice check-ins
Ongoing messaging support
Copywriting as needed (website, campaigns, scripts)
Content strategy sparring
Messaging consistency review
Retainer: €2,500–4,000/month (minimum 3 months)
Who it's for: Scale-ups (10-100 people), post-funding startups, companies undergoing rebranding
Frequently asked questions
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Copywriting is execution: I write texts for your website, campaign, or pitch. Brand storytelling is strategy: we first discover what your story is before we write it down.
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You can try. But most founders are too close to their own business to see it clearly. You know what you're doing, but you struggle to explain why it's important. I help you take a step back and see your story the way customers see it.
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Approximately 6-8 hours of interviews (spread over 3-4 weeks). I'll take care of the rest: research, writing, refining.
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Every company has a story. The question is: are you telling it well? Often, the story is already there, but it's hidden behind jargon, features, or corporate speak. My job is to find that story and make it human.
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No. I work with B2B and B2C, tech and non-tech. As long as you're a founder struggling with messaging, I can help.
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I like to visit the site, especially during the discovery phase. After that, we mainly work remotely (Google Meet). I work from Ghent and Barcelona, but travel throughout Europe for projects.
"Thanks for asking exactly the right questions and guiding me through these very interesting and eye-opening branding sessions."
Janne Degryse — Founder, Studio Modular
"Bram is a thoughtful, creative copywriter with a strong instinct for language and audience. He knows how to make copy feel natural, precise, and on-brand across channels."
Luc van Kemenade — Localization Manager EMEA, Airbnb
Ready to find your story?
Send me a message and tell me about your business.
What are you struggling with?
What doesn't feel right about your story?