We build cultures brands grow into
British clarity. Global Perspective.
Helping ambitious businesses transform, grow and become
cultural magnets - inside their organisations and out in the
world.
British clarity. Global Perspective.
Helping ambitious businesses transform,
grow and become cultural magnets -
inside their organisations and out in the
world.
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to see projects
Why Culture?
At Guilden & Grey, we believe culture is the most overlooked driver of business growth.
It’s the quiet force that shapes why people gather around a brand, why teams move in the same direction, and why products become part of daily life - not just purchased once and forgotten.
Most consultancies focus on business models or campaigns. We look deeper: at the cultures you can build around your brand and within your business.
Because it’s culture that turns products into movements, brands into communities, and companies into places where people want to belong.
We build cultures that help you scale with clarity, grow with relevance, and lead with conviction—inside and out.
Services
We help ambitious brands transform, grow, and lead by building cultures around them - externally with their audiences, and internally with their teams.
Subculture Identification
Brand Strategy
Value Proposition Redefinition
GTM Strategy
Change Management
Product Development
Transform
For businesses pivoting, rebuilding, or evolving their model or leadership, we offer advisory, auditing, brand repositioning, value proposition redefinition and more.
Transform
For businesses pivoting, rebuilding, or evolving their model or leadership, we offer advisory, auditing, brand repositioning, value proposition redefinition and more.
Position
For brands lacking clarity, coherence, or connection, we offer strategic positioning, brand narrative development, customer archetyping, and category redefinition.
Grow
For businesses looking to expand their reach or unlock new revenue streams, we offer commercial strategy, Go-To-Market planning, business development, and more.
Align
For organisations navigating internal misalignment or cultural change, we offer vision alignment, leadership engagement, culture onboarding, and narrative building.
Position
Shape a brand narrative and identity that stands apart - grounded in cultural insight and designed to resonate deeply.
Grow
Unlock new revenue by designing products, partnerships, and strategies that embed your brand into relevant communities.
Align
Build an internal culture where your teams live the brand’s values, understand the vision, and pull in the same direction.
Subculture Identification
Change Management
Growth and Commercial Strategy
Strategic Repositioning
Brand Strategy
Founder/CEO Advisory
Leadership Engagement
Subculture Identification
Change Management
Growth and Commercial Strategy
Strategic Repositioning
Brand Strategy
Founder/CEO Advisory
Leadership Engagement
Culture Onboarding and Engagement
Vision and Mission Calibration
Consumer Archetype Development
Product Development
Go-To-Market Strategy
Brand Strategy
Visual Brand Direction
Commercial Impact
Revenue growth, new revenue streams and improved margins.
Commercial Impact
Revenue growth, new revenue streams and improved margins.
Cultural Impact
Improved brand "sticky-ness", team alignment, reduced turnover and stronger leadership buy-in.
Cultural Impact
Improved brand "sticky-ness", team alignment, reduced turnover and stronger leadership buy-in.
Brand Impact
Increased share of voice, market relevance, brand recall and social media engagements.
Brand Impact
Increased share of voice, market relevance, brand recall and social media engagements.
Operational Clarity
Faster decision-making and reduced execution friction.
Operational Clarity
Faster decision-making and reduced execution friction.
Process
Clear. Considered. Collaborative.
Clear. Considered. Collaborative.
Discovery
We begin with a deep dive into your business - understanding your goals, challenges, customers, and competitive landscape. This helps us identify what’s working, what’s not, and where the real opportunity lies.
1
Discovery
We begin with a deep dive into your business - understanding your goals, challenges, customers, and competitive landscape. This helps us identify what’s working, what’s not, and where the real opportunity lies.
1
Diagnosis
We run a strategic audit to assess your positioning, performance, and potential. From this, we define your inflection point and target audience/culture - whether it’s a need to grow, reposition, transform, or align.
2
Diagnosis
We run a strategic audit to assess your positioning, performance, and potential. From this, we define your inflection point and target audience/culture - whether it’s a need to grow, reposition, transform, or align.
2
Strategy Design
Based on your needs, we build a tailored strategy - whether it’s a brand narrative, growth roadmap, commercial model, or internal realignment. Every solution is goal oriented and provides you with clarity - always with culture at the centre.
3
Strategy Design
Based on your needs, we build a tailored strategy - whether it’s a brand narrative, growth roadmap, commercial model, or internal realignment. Every solution is goal oriented and provides you with clarity - always with culture at the centre.
3
Implementation Support
We don’t just deliver the deck - we stay close through workshops, leadership sessions, or rollout planning. Whether hands-on or in an advisory capacity, we help bring the strategy to life.
4
Implementation Support
We don’t just deliver the deck - we stay close through workshops, leadership sessions, or rollout planning. Whether hands-on or in an advisory capacity, we help bring the strategy to life.
4
Ongoing Advisory
For clients in transformation, we offer continued guidance - as a sounding board for CEOs, a strategic partner to teams, or a resource for course correction.
5
Ongoing Advisory
For clients in transformation, we offer continued guidance - as a sounding board for CEOs, a strategic partner to teams, or a resource for course correction.
5
Client Reviews
Emily Learmonth
Marketing Manager at Roberts Radio
"Guilden & Grey completely changed our creative mindset. They transformed our brand strategy in a short space of time and were constantly learning, building and growing our strategic brand thinking to the point where we couldn't have a meeting without them. They're brilliant."
5.0Maddy Potts
Head of Marketing at Morphy Richards
"There isn't a strategic or brand problem that Guilden & Grey can't solve. They see through the bullsh*t, see the problem for what it is and are completely in touch with consumer needs."
5.0Alicia Goulding
Creative Lead at EasyJet
"The Chief Strategy Officer, Zain, is calm and confident in his work. I could listen to him talk all day long and still learn something new from him. His strategy has really helped to build our brand output."
5.0Mark Huijsmans
Product Director at Glen Dimplex
"Guilden and Grey were able to work in a strategic context well beyond the category we were in. They delivered on the promise, were pragmatic when required, strategic when needed. They had the ability to formulate ideas in an inspiring way, always thinking of the bigger picture."
5.0
Emily Learmonth
Marketing Manager at Roberts Radio
"Guilden & Grey completely changed our creative mindset. They transformed our brand strategy in a short space of time and were constantly learning, building and growing our strategic brand thinking to the point where we couldn't have a meeting without them. They're brilliant."
5.0Maddy Potts
Head of Marketing at Morphy Richards
"There isn't a strategic or brand problem that Guilden & Grey can't solve. They see through the bullsh*t, see the problem for what it is and are completely in touch with consumer needs."
5.0Alicia Goulding
Creative Lead at EasyJet
"The Chief Strategy Officer, Zain, is calm and confident in his work. I could listen to him talk all day long and still learn something new from him. His strategy has really helped to build our brand output."
5.0Mark Huijsmans
Product Director at Glen Dimplex
"Guilden and Grey were able to work in a strategic context well beyond the category we were in. They delivered on the promise, were pragmatic when required, strategic when needed. They had the ability to formulate ideas in an inspiring way, always thinking of the bigger picture."
5.0
80+
projects completed
80+
projects completed
80+
projects completed
100%
Client satisfaction rate.
100%
Client satisfaction rate.
100%
Client satisfaction rate.
10+
Years of experience
10+
Years of experience
10+
Years of experience
What kind of businesses do you typically work with?
What makes you different from a typical business consultancy?
Do you offer implementation or only strategy?
How long do your projects typically take?
Do you work on retainer or one off projects?
Can you help us raise investment or pitch to partners?
What do your fees look like?
What kind of businesses do you typically work with?
What makes you different from a typical business consultancy?
Do you offer implementation or only strategy?
How long do your projects typically take?
Do you work on retainer or one off projects?
Can you help us raise investment or pitch to partners?
What do your fees look like?