The Playbook

What is your business trying to say?

Who is your audience, and what do they need?

What should your business be known for?

Before you dive into a website or rebrand, you need a clear plan. The Playbook gives you the foundations to shape how your business shows up – in words, visuals, and experience. It’s the essential groundwork that makes everything else easier and more effective. It can be used for all your marketing efforts beyond the website. It’s also crucial internally, helping recruit and align your team around a common understanding.

Clarity comes before the creative. Get the structure, messaging, and direction in place before you design or build anything

Brand & Website Strategy In The Playbook

Brand Foundations

Clarify your purpose, values and goals so your brand stands for something meaningful.

Target Audience Insight

Know who you want to speak to, understand what they care about and how to connect with them.

Positioning & Personality

Define where you fit, your competitive edge and how you want to be seen.

Messaging Strategy

Capture your tone of voice, value proposition, and key messages for different audiences.

Service & Offer Structure

Organise your offer clearly so people get what you do, and what’s in it for them.

Sub-brand Hierarchy

Structure sub-brands, programmes or offerings so everything fits together.

Why The Playbook Matters

This isn’t just theory. It’s your practical blueprint for everything that follows, from website structure and brand identity to future marketing, HR and leadership strategies. With a clear playbook in place, you’ll:

Avoid expensive rework later.
Communicate clearly and consistently.
Make faster decisions.
Equip your team to speak with one voice.
Get more value from your website and brand investment.

Book a free 30-min Discovery Call

“Before working with McLaren&Co., we’d never properly marketed ourselves as a business, despite trading for over 40 years. We knew our website didn’t reflect who we were anymore, and we needed hands-on support to guide that transformation. Lisa brought structure, insight, and energy to the project, from the branding and messaging right through to the new website. She completely understood what we needed, so much so that we didn’t request a single change to the final site, which speaks volumes. We had a high-quality lead on day one of launch, which we’d never had from our old site. I’d gladly recommend Lisa to anyone the advice, support and expertise she’s provided has been invaluable.”

Ian Omant

Managing Director, Watson

We Can Also Help You With:

The Brand

If your current identity doesn’t reflect your business, we’ll reshape how you look, sound and feel; with expert design and clear guidelines.

Learn More

The Website

Structure, content, SEO, design and build - done properly and managed from end to end. Get a website that represents you and performs.

Learn More