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In the latest episode of Marketing vs. the World, Abbie welcomes Adam Smith, co-founder of Studio 3.5 and Pink Leopard, to discuss a crucial question for businesses: How often should you revisit your brand strategy?

For many businesses, especially those in the £2M–£15M revenue range, brand strategy isn’t always a top priority. Some may have never developed one at all, while others may be unsure when to refresh their positioning. Adam shares his experience working with businesses at various growth stages and why failing to invest in brand strategy can lead to long-term stagnation.

He also opens up about his personal experience with grief, offering invaluable insight into navigating loss while balancing the demands of work and life.

Keep reading for the highlights of our talk with Adam, or to hear everything Adam has to say in this insightful episode, click below to listen.

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Why Do So Many Businesses Lack a Clear Brand Strategy?

Adam and his team frequently encounter businesses that are highly successful but lack a defined brand strategy. Why? According to Adam, there are a few key reasons:

Initial Growth Without Strategy: Many businesses achieve early success through referrals, networking, or a strong product. However, they hit a growth plateau when they need to expand beyond those initial channels.
The Pressure for Immediate ROI: Performance marketing—like paid social and Google Ads—can deliver quick wins, making it an easier sell than long-term brand strategy.
Lack of Awareness: Some businesses simply haven’t considered the impact of a brand strategy or don’t realise they need one.
Time, Cost, and Resources: Business owners and marketing teams often feel stretched thin and prioritise immediate sales over long-term brand positioning.

"The biggest problem isn't just time or cost—it’s that many businesses don’t see the value of brand strategy until they hit a wall. You can’t just rely on paid ads to do all the work. If you’re not clear on who you are and why you exist, you’re always going to struggle to scale."

But as Adam explains, brand strategy is what turns today’s wins into tomorrow’s sustainable growth.

Ready to listen to the full episode? Click below.

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The Foundations of a Strong Brand Strategy

If you’re wondering where to start, Adam breaks it down into one key principle: clarity.

At its core, a brand strategy should answer:

Who are we?
Who is our audience?
What do we stand for?
Why should customers choose us?

"It’s all about having a North Star. If you don’t have that guiding principle—if you don’t know what you stand for—how do you expect your customers to? A strong brand should be crystal clear on its mission and values."

Ready to listen to the full episode? Click below.

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How Often Should You Revisit Your Brand Strategy?

There’s no one-size-fits-all answer, but Adam suggests:

Every 12 to 18 months: A light review to ensure alignment with market trends and business goals.
Every 5 to 10 years: A deeper refresh to reposition the brand if necessary.
When it no longer feels aligned: If your business has evolved beyond its original identity, it’s time for a reassessment.

"A brand strategy isn’t something you write down once and forget about. It should be a living, breathing part of your business. If it starts to feel disconnected from where you are today, it’s time for a refresh."

For example, Adam’s team recently worked with Birmingham Pride, an annual LGBTQ+ festival. While the event had been successful for years, ticket sales were in decline.

Through customer research, they discovered that many people saw Pride solely as a celebration—but in reality, hate crimes against the LGBTQ+ community were increasing.

"You can’t call it a celebration if parts of the community are still fighting for basic rights. We had to find a way to balance the joy of Pride with the reality of why it still matters. That’s how we arrived at ‘Pride Makes It Possible.’"

Ready to listen to the full episode and hear more case studies from Adam? Click below.

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Personal Perspective: Navigating Grief While Running a Business

Beyond business and marketing, Adam also opens up about a deeply personal challenge: losing his mother in 2020.

His mum was diagnosed with cancer in January and passed away in April—right as the world went into lockdown.

"One minute she was planning Christmas and looking forward to being a grandmother. Three months later, she was gone. It was the most surreal and heart breaking experience of my life."

For Adam, the first year after her passing felt like a fog. It wasn’t until New Year’s Eve 2020 that he had a moment of clarity:

"I realised I couldn't live in sadness forever. My mum wouldn’t want that. I needed to move forward with all the good things she gave me, not just focus on the loss."

Grief is a personal journey, and everyone experiences it differently. But Adam encourages open conversations, both in the workplace and beyond.

"People sometimes avoid talking about grief because they don’t want to upset you. But honestly, I love talking about my mum. Keeping her memory alive is what helps me the most."

Final Takeaways

If there’s one thing to take from this episode, Adam shares two key thoughts:

For Brand Strategy: "Start with why. Keep challenging yourself until you get to a clear, undeniable answer."
For Life: "If you’re grieving, know that it’s a journey, not a timeline. Surround yourself with people who support you, and don’t be afraid to talk about it."

This episode was packed with insight, from business growth strategies to the personal challenges we all face. If you enjoyed it, be sure to subscribe to Marketing vs. the World and share it with someone who might find it helpful.

Ready to listen to the full episode? Click below.

Listen on Spotify | Listen on Apple

Need Help with Your Brand Strategy?

If your business is at a turning point and needs a strong brand strategy to fuel long-term success, reach out to Adam on LinkedIn or explore the work of Studio 3.5

Connect With Us

For more insights and updates on the world of marketing, follow Abbie Dando and Monday Clicks. And don’t forget to subscribe to Marketing vs The World on your favourite podcast platform so you never miss an episode.

DISCLAIMER

This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible. Monday Clicks does not use AI for any client content creation.

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