Growth Strategy

Charting Your Course To Success

Brand Transformation


Is your company ready to undergo a brand transformation ?

Transforming your brand is more than a change—it’s a journey towards renewed relevance and connection. At Frawley, we specialise in guiding businesses through this transformative process, ensuring that every step enhances your brand’s impact and resonance. From redefining your brand strategy to crafting a compelling visual identity, we’re here to elevate your brand to new heights of success and recognition. Discover how our tailored approach can unlock your brand’s full potential and propel you towards your goals.

1. The Brand Platform

It provides clarity on all aspects of your brand, leaving you with a brand platform that will serve as your comprehensive guide throughout and beyond your brand transformation. Covered items include:

  • Positioning Statement
  • Core Message
  • Mission/Vision Statement
  • Brand SWOT analysis
  • Core Values
  • Brand Personality
  • Ideal Customer Personas

     2. Brand Name

    Naming is a blend of creativity and meticulous process. Over years of collaborating with brands, we’ve honed this craft to perfection. Whether crafting company, product, or service names, or designing brand architectures, our approach ensures resonance from the outset.

    Our expertise includes:

    • Aligning creativity with brand strategy
    • Creating future-proof brand architectures
    • Conducting due diligence for social media, app stores, and search
    • Providing guidance on trademark availability
    • Offering advice on domain name availability
    • Conducting linguistic screening for international feasibility
    • Performing competitor screening

     3. Brand Identity & Guidelines

    Your brand identity serves as the visual embodiment of your brand. Drawing from insights gathered on personality, truths, and values, our creative team meticulously crafts a brand design tailored for your business..

    Your brand guidelines, or “style guide,” provide a framework that defines how your brand operates visually and verbally. This essential document typically includes fundamental details such as:

    • Logo Usage (including guidelines and restrictions)
    • Colour Palette
    • Typography


    Strategy Check Up


    Are your sales falling or not heading in the right direction? Struggling to figure out why? Let us help you get to the root of the problem.

    This can be a deeply frustrating experience. After all, it’s your business, and you’ve previously taken steps to boost sales. So, why aren’t things working now?

    There are many possible reasons. The most common one we see is that your story isn’t resonating anymore – you’re starting to sound like everyone else. The reasons you’re giving prospects to buy from you are no longer as compelling or unique as they once were.

    With over two decades of experience working with businesses of all shapes and sizes, we’ve encountered almost every reason for stagnant sales. The key is identifying the root cause and implementing changes that lead to growth.

    Two Steps to Revitalise Your Sales
    First, we need to uncover why your sales have stalled. Then, we’ll implement targeted changes, refine them, and monitor the results until your sales start to rise.

    Every business situation is unique. While we’ve likely dealt with similar issues before, there’s no one-size-fits-all answer. If you’re looking for tailored solutions, read on.

    Part One: Understanding Why Sales Aren’t Growing

    We have a straightforward process to get to the root of the issue. We call it a Strategy Check-Up. This three-week process identifies what’s working, what isn’t, and how your customers currently perceive your business. The goal is to outline a set of strategic initiatives and tactics to set you on the right path.

    The Process
    -Interviews: We’ll conduct telephone interviews with you, key people in your business, and a handful of customers. These conversations will reveal why customers chose you, their decision criteria, and any concerns they had. We’ll record these interviews so you can hear what we heard.

    -Analysis: we’ll review the insights from these interviews to identify patterns and issues.

    -Report: We’ll present a brief report with our findings and recommendations during an online meeting. This will include a proposed budget and a step-by-step marketing campaign to get you back on track.

    Part Two: Implementing the changes

    Identifying why your sales aren’t growing is crucial, but it’s only the first step. The Check-Up reveals the issues and sets out strategic initiatives to move you forward. The next step is implementation.

    We can implement our recommendations, and in most cases, clients engage us to carry out the necessary actions. Our involvement can be as extensive or minimal as you need.

    We are here to ensure that the strategic initiatives are meticulously implemented to achieve the best possible results.


    Fractional Chief Growth Officer


    Why Hire a Fractional Chief Growth Officer?

    You’re seeking a Chief Growth Officer who can serve as an invaluable sounding board for your ideas, provide strategic insights, introduce fresh perspectives, help you avoid costly mistakes, and ensure that your growth strategies are executed effectively. However, you don’t need a full-time executive with a desk, office, and benefits.

    So, what’s the alternative? A Fractional Chief Growth Officer.

    What We Offer
    Tony Frawley delivers comprehensive growth leadership, collaborating closely with you and your management team to craft and execute strategies that enhance your market position and drive substantial business growth.

    The Objective
    Our goal is to accelerate your sales growth beyond what you could achieve on your own. This involves understanding the core reasons why customers choose your business, effectively communicating that narrative, and executing strategies relentlessly.

    How Our Partnership Works

    – Getting Started: We’ll integrate quickly with your team, working according to the hours your business requires.

    -Weekly Meetings: We hold an online meeting every week, scheduled at a convenient time, to address your concerns and engage in a cycle of discovery, action, and refinement. Each session concludes with clear answers and actionable tasks.

    -Ongoing Support: We are available between our weekly sessions via email and phone to ensure continuous progress. Urgent issues can be addressed promptly without waiting for the next meeting.

    -Focused Efforts: We dedicate our time to high-value activities such as refining commercial strategies, conducting customer interviews, assessing and improving messaging, and making strategic recommendations. 

    -Commitment: While there’s no long-term obligation, we require an initial three-month commitment. This period allows us to make informed decisions, implement them, and iterate enough to start seeing results.

    This approach ensures that you receive strategic growth direction without the overhead of a full-time executive hire.



    Workshop Facilitators

    We specialise in preparing and facilitating impactful workshops designed for senior management teams and executives. Our workshops are meticulously crafted to address your unique business challenges and goals. We engage participants through interactive sessions, leveraging our expertise to drive strategic insights and actionable outcomes. Each workshop is tailored to ensure your leadership team is equipped with the knowledge and tools necessary for sustained success.

    The Leadership Workshop

    Our Leadership Workshop is designed to empower your senior management team with advanced leadership skills and strategies. Through a series of interactive exercises and discussions, we help your leaders understand their strengths, identify areas for growth, and develop a cohesive leadership approach that aligns with your business objectives. Participants will leave with a clear vision and actionable plans to enhance their leadership effectiveness and drive organizational success.

    The Brand Workshop

    The Brand Strategy Workshop focuses on developing a robust and cohesive brand strategy that resonates with your target audience. We guide your executive team through a comprehensive analysis of your brand’s current position, competitive landscape, and market opportunities. Together, we define your brand’s unique value proposition, key messaging, and strategic initiatives to strengthen your market presence and drive brand loyalty. This workshop ensures your brand strategy is aligned with your overall business goals and market dynamics.

    The Messaging Workshop
    Our Messaging Workshop is dedicated to refining and perfecting your company’s messaging to ensure it effectively communicates your value and resonates with your audience. We work closely with your leadership team to analyse existing messaging, identify gaps, and craft compelling narratives that reflect your USP, elevator pitch and positioning. This workshop equips your team with the skills to deliver consistent and persuasive messaging across all channels, enhancing your brand’s clarity and impact.

    The Business Model Innovation Workshop

    The Business Model Innovation Workshop at Frawley harnesses the power of the Business Model Canvas to drive strategic transformation and growth for organisations. Facilitated by seasoned consultants, this workshop guides participants through a structured process of analysing their current business model, identifying opportunities for innovation, and designing new, sustainable models that align with market trends and customer needs. Through interactive sessions and ideation exercises, participants explore different elements of the canvas—from customer segments to revenue streams—and collaboratively brainstorm new ideas and prototypes. By the end of the workshop, teams gain actionable insights and a clear roadmap for implementing and scaling innovative business models that enhance competitiveness, foster innovation, and drive long-term business success. The workshop not only equips participants with practical tools and strategies but also instils a culture of continuous innovation essential for thriving in today’s rapidly evolving business landscape.


    The Change Management Workshop

    Our Change Management Workshop equips leadership teams with essential knowledge and skills to effectively navigate organizational change. Participants learn change management fundamentals, conduct stakeholder analyses, and develop communication strategies to foster transparency and stakeholder alignment. The workshop also focuses on building resilience, addressing resistance, and maintaining morale throughout the change journey. By emphasising continuous improvement, participants leave with a robust understanding of change management principles and a tailored plan to successfully lead and navigate change within their organization.

    Let’s discuss your specific workshop requirements.  email – [email protected]

    Ready to talk?

    Make an Enquiry