Hi – I’m Thom, a brand strategy consultant helping businesses become the obvious choice to their customers

Thom Baker is a certified Brand Strategist 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.

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Strategy, Toolkit

The Everyman Archetype: Relatability and Authenticity in Branding

In the realm of brand archetypes, The Everyman represents relatability, authenticity, and a connection to the ordinary person. Brands embodying this archetype aim to resonate with the average consumer, focusing on inclusivity and down-to-earth values. Let’s explore The Everyman and uncover actionable tips to help you leverage its essence for…

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Strategy, Toolkit

The Innocent Archetype: Building Trust and Simplicity

The Innocent brand archetype embodies purity, simplicity, and optimism. Brands that embody this archetype aim to evoke feelings of trust, sincerity, and a belief in the goodness of the world. Let’s take a look at some actionable tips to leverage The Innocent archetype in your branding. Overview of The Innocent…

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Strategy, Toolkit

The Sage Archetype: Cultivating Wisdom and Authority

The Sage brand archetype embodies wisdom, knowledge, and expertise. Brands aligning with this archetype aim to impart wisdom, offer guidance, and establish authority. Let’s explore some actionable tips for The Sage archetype and leverage its essence for brand enhancement. Overview of The Sage Archetype Unveiling The Sage: Strategic Branding for…

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Strategy, Toolkit

Unveiling the Power of Brand Archetypes: Crafting Connections

Brand archetypes provide a simple tool that can help start the the intricate process of branding. Understanding “who” your brand is and how it resonates with your audience is a pivotal aspect. The archetypes serve as a potent tool in pinpointing a recognizable “character” that not only customers can attach…

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Strategy, Toolkit

Checklist: Brand Strategy for product launches

Have you got a product launching and unsure how to ensure it’s a success? Brand strategy doesn’t just end at your business – it’s principals can be applied to your products and services too! There are plenty of product launch checklists available, but let’s take a look and the branding…

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Strategy, Toolkit

The Rebel Archetype: Bold Brands who Provoke and Disrupt

In the spectrum of brand archetypes, The Rebel stands as a symbol of defiance, nonconformity, and a challenge to the status quo. Brands embodying this archetype aim to disrupt, provoke, and inspire change. Let’s explore The Rebel archetype in branding and uncover actionable tips to leverage its essence for brand…

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Business, Strategy

Strategies for hard times

Energy crisis. Cost of living crisis. Economic Downturn. It can all be a bit daunting – especially when you’re trying to make ends meet. Both at home and in business. So what are some strategies for hard times and how can they help? The Ninja Strategy I spoke about this…

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Business, Strategy

Branding for Start Ups

Branding your a start up might not be the first thing you’re thinking about? You might be thinking about the cost of everything as a start up. Or want to get started on as little as little expense as possible – that is completely understandable! You might even think you’re…

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