For ambitious brands at a crossroads
The trusted strategy, growth and transformation consultancy
for businesses at a crossroads - helping you lead with clarity.
The trusted strategy, growth and transformation consultancy for businesses at a crossroads - helping you lead with clarity.
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About Us
Guilden & Grey is a modern consultancy for businesses at a crossroads.
We work with ambitious brands navigating change - whether scaling, repositioning, or rebuilding. Our strength lies in combining founder-level commercial thinking with strategic clarity and creative depth to unlock new value, relevance, and long-term growth.
With deep experience across luxury, automotive, community building, and purpose-led ventures, we help leaders transform their businesses, align their teams, and create strategies that don’t just solve problems - but set the stage for market leadership.
Services
We help businesses at pivotal moments transform, grow, and lead with clarity. From business transformation and commercial strategy to brand narrative, design, and culture alignment, we guide organisations through the changes that matter most.
Business Health Audit
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
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.
Business Health Audit and Diagnosis
Change Management
Growth and Commercial Strategy
Strategic Repositioning
Brand Strategy
Founder/CEO Advisory
Leadership Engagement
Business Health Audit and Diagnosis
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 team alignment, reduced turnover and stronger leadership buy-in.
Cultural Impact
Improved 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.
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 - 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 - 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.
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.
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
96%
Client satisfaction rate.
96%
Client satisfaction rate.
96%
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?