Hi – I’m Thom, a brand specialist empowering CEOs to turn sustainable visions into powerful market positions.
Thom Baker is a certified Brand Specialist who has worked with start ups and global corporations for over 14 years. Thom is fuelled by creating social and environmental change. He is also fuelled by cups of tea.
They say…
How a brand specialist can help your business
Increase market share
Grow Customer Loyalty
Increase Customer Preference
Increase employee satisfaction
Improve Innovation
About Thom Baker – Brand Strategist
Hello, I’m Thom Baker, a seasoned branding consultant with over 14 years of experience collaborating with business leaders as a brand specialist to elevate both start-up and global brands. Before working as a brand strategist I began in graphic design, where I honed my skills in creating compelling visual identities – so I’ve always been a brand specialist of one sort or another! However, during the pandemic, I took a transformative year to spend quality time with my daughter, which reignited my passion for nature and inspired me to pivot from being a brand designer to a brand strategist, aiming to drive positive change by working with businesses to create a better future.
As a certified brand specialist through Level C, I bring a strategic approach as a branding consultant that integrates environmental consciousness with business growth. This certification has equipped me with advanced skills to navigate complex branding challenges and architect strategies that resonate with audiences.
As a branding consultant, I am dedicated to empowering CEOs and business leaders to transform their sustainable visions into powerful market positions. My approach involves crafting tailored brand strategies that not only enhance market share but also foster customer loyalty and preference. By focusing on sustainability, I help businesses position themselves as leaders in their industries, appealing to the growing segment of environmentally conscious consumers.
My brand strategist expertise extends across various industries, including energy, construction, agriculture, and more. I have had the privilege of working as a brand specialist with clients such as the International Compliance Association, Coffee Central Roasting Co., and Praxis GRC.
Find out more about hiring me as a brand strategist
Business, Thoughts
Thom Baker Branding is on the Fediverse!
You’re now wondering what does “on the fediverse” mean. That’s understandable. Simply put – it means content published here is now plugged into the next version of the social web. Let’s go through it in a bit more detail.
Business, Strategy, Toolkit
What to expect from your free brand strategy consultation
The idea behind offering you a free brand strategy consultation is to really provide you with a bit of a map for your organisation when it comes to your brand. Whether you go forward with the process with me, or not – you should come away with a clearer picture…
Business, Strategy
What does a brand consultant do?
Establishing a strong brand for your organisation is a long term investment that has the potential to unlock huge benefits to your company – simply put – a brand consultant is someone who helps get you there! I’ve talked previously about how branding is not just a logo – brand…
Business, Strategy
The Impact of Branding: Measuring Brand Equity and ROI
Today we’re focusing on measuring your brand’s equity and ROI. Building a brand isn’t just a side task. It is vital for a company’s success. How do we know it’s working? By measuring! The combination of equity and Return on Investment (ROI) provides a clear picture of a brand’s value…
Strategy, Toolkit
The Explorer Archetype: Charting New Paths in Branding
In the tapestry of brand archetypes, The Explorer symbolizes adventure, curiosity, and a thirst for discovery. Brands embodying this archetype aim to inspire exploration, innovation, and a sense of freedom. Let’s delve into The Explorer archetype in branding and uncover actionable tips to leverage its essence for brand enhancement. Overview…
Strategy, Toolkit
The Magician Archetype: Crafting Enchantment
Within the concept of brand archetypes, The Magician stands as a symbol of transformation, innovation, and mastery. Brands embodying this archetype aim to inspire awe, provoke curiosity, and bring about profound change in their audience. Let’s explore The Magician archetype in branding and unveil actionable tips to leverage its essence…
Strategy, Toolkit
The Creator Archetype: Innovating Brands Through Vision and Ingenuity
In the realm of brand archetypes, The Creator stands as a symbol of innovation, vision, and originality. Brands embodying this archetype aim to inspire creativity, push boundaries, and drive forward-thinking solutions. Let’s delve into The Creator archetype in branding and uncover actionable tips to leverage its essence for brand enhancement.…
Strategy, Toolkit
The Hero Archetype: Empowering Brands for Impactful Storytelling
In the landscape of brand archetypes, The Hero Archetype stands as a symbol of courage, resilience, and a call to action. Brands embodying this archetype aim to inspire, empower, and lead their audience toward triumph and success. Let’s explore The Hero in branding and uncover actionable tips to leverage its…
What is a branding consultant?
A branding consultant will help you identify and implement the best brand strategies for your business. A great brand isn’t just about a logo or a tagline—it’s about creating a powerful, lasting impression. As a branding consultant, I help you craft and implement a winning brand strategy that positions your business for future growth.
We start by assessing where your brand stands in the market, identifying opportunities to strengthen your positioning. From there, we work closely with you to create a seamless, cohesive brand experience—one that resonates with your audience at every touchpoint.
My approach is all about crystallising the version of your business that most resonates with your target audience. We develop a brand strategy that sharpens your message, ensuring you communicate consistently both visually and verbally. The result? A brand that not only stands out but truly connects with the right people.
What is the role of a branding consultant?
A branding consultant is your strategic partner in transforming challenges into opportunities. We dive deep into your business to uncover obstacles holding your brand back and develop a tailored strategy to overcome them.
Through in-depth market research, we analyze the competitive landscape, helping you sidestep potential pitfalls and carve out a distinct position in your industry. Many businesses struggle with differentiation, brand culture, and communication—this is where we bring clarity. We refine both your verbal and visual messaging to ensure your brand is compelling, cohesive, and unforgettable.
The true value of working with a branding consultant? You gain the knowledge and tools to implement your brand consistently across every touchpoint. From content strategy and graphic design to packaging and social media, your brand’s impact should be seamless. We ensure that every interaction—online and offline—reinforces your identity and strengthens customer trust.
What is the difference between a branding consultant and a brand agency?
A branding consultant may work directly with a business or come into an agency to give a more strategic brand specialist point of view to a project. Many brand specialists come from a design background, and then move to a more strategy based role as they develop. What a branding consultant offers a business is an external, unbiased perspective on the best way to shape a business to meet tangible goals. Some agencies have brand strategists embedded within them, if not, you can hire your own to liaise with agencies (most of us have some really good industry contacts that we can recommend some options to you!). A branding agency would look to handle the creative work themselves while a consultant would help you through choosing someone to take on the work.
What makes a good brand strategist?
A brand strategist plays a crucial role in helping businesses define, refine, and strengthen their brand identity. With a deep understanding of market dynamics, consumer behavior, and strategic positioning, a brand strategist works to uncover the unique essence of your brand and develop a roadmap for long-term success.
Rather than simply focusing on design or messaging in isolation, a brand strategist takes a holistic approach—aligning your brand’s vision, values, and positioning to create a compelling and cohesive brand experience. This process often involves in-depth market research, competitive analysis, and audience insights to ensure that your brand not only stands out but also deeply resonates with your target market.
Beyond strategy development, a brand strategist helps businesses implement their branding consistently across all customer touchpoints. From visual identity and storytelling to marketing communications and digital presence, they ensure that every interaction reinforces your brand’s message and builds trust with your audience.
By working with a skilled brand strategist, businesses gain the clarity, confidence, and direction needed to establish a strong market position, drive customer engagement, and achieve sustainable growth.
What is a brand specialist?
A brand specialist brings a unique skill set, deeply focused on the key elements that define and strengthen a brand. Also known as a brand strategist, a brand specialist understands the complexities of vision, positioning, visual identity, storytelling, customer touchpoints, value proposition, and more. But beyond just understanding these elements, they translate them into actionable insights that can transform and elevate your brand.
Brand specialists work collaboratively with you and your team to ensure your brand is strategically positioned for long-term success. By aligning your brand’s identity, messaging, and market positioning, they help create a cohesive and compelling brand experience that drives growth and engagement.
What types of business do you work with?
Branding is no longer optional. It’s essential for businesses of all sizes. Whether you’re a start-up, a growing small business, or a large commercial organization, your brand is your most powerful asset. It’s the one thing your competitors can’t replicate, and when done right, it becomes the bridge that connects your business to your customers, building trust, loyalty, and long-term success.
When I shifted to becoming a branding consultant – I decided to focus on working with sustainable and regenerative businesses, particularly in the construction, energy, and transport industries. These are sectors that are shaping the future of our planet and face unique challenges, from shifting regulations and technological advancements to increasing consumer demand for sustainability and ethical business practices. A strong, well-defined brand helps businesses in these fields stand out, communicate their impact effectively, and position themselves as leaders in the transition to a greener future.
Over the years as a brand specialist, I’ve collaborated with founders, co-founders, and marketing teams to develop brand strategies that do more than just look good—they drive real business growth. By aligning purpose with positioning, I help businesses craft brands that not only resonate with their target audience but also reinforce their commitment to sustainability and innovation.
As a branding consultant, I empower businesses to tell their story in a way that inspires action, builds credibility, and ultimately accelerates their mission. Whether you’re launching a new venture or evolving an established brand, I can help you create a brand that not only stands out but makes a lasting impact on your industry and the world.
