Brand positioning isn’t marketing.

It’s operations.

When your positioning is clear, everything gets easier:
Co-founders align, priorities sharpen, sales moves faster & pitches land.

I help early-stage companies build positioning that guides the whole business.

SERVICES.

Your brand is your
operating system.

When it’s not clear:

Endless rewrites.

Every version's a new attempt at what you're meant to say. Nothing sticks because nothing's been decided.

Decision fatigue.

Without a compass, simple decisions become hard. Partner with them? Enter that market? You're guessing.

Divergence.

Everyone’s making sensible calls that pull in different directions. Individually smart, collectively messy.

Lost confidence.

McKinsey found 9 in 10 investors won’t commit unless they see one consistent story everywhere.

I’m Will Murray,
a Scottish Brand Positioning Strategist in The Hague.

I help growing companies build brand clarity that guides operations – not just marketing.
Strategy, systems, and words that keep everyone aligned: co-founders, new hires, sales, and even AI.

What I provide:

Clarity that speeds decisions:
When everyone knows what you stand for, choices get made quickly and with confidence.
Consistency that builds trust:
Your message stays clear across every channel, tool, and conversation, which makes people believe it.
Alignment that outlasts turnover:
New hires and new tools get your story right from day one.
Confidence to grow freely:
With a steady brand behind you, the team can create, sell, and scale without second-guessing.

Curious what I could do for you?
Let’s take 20 minutes together. It could be the first step in saving you hours.

BOOK A CALL.

Testimonials.

“Working with Will felt like having a true partner in the process. He brought not just clarity and structure to our messaging, but a genuine care for our mission. His deep research helped us find the right voice, and the response to our website copy has been overwhelmingly positive – we’ve had so many compliments.
“We’d recommend him to any company looking for thoughtful, research-driven brand strategy that connects with target audiences.”

Quinten van Duin,
Co-founder, Billiwild
“Will invested time in fully understanding our company, its operations, and the nuances of the Georgian agricultural sector in which we work. His expert command of language, combined with a deep understanding of our needs, resulted in a corporate portal that perfectly aligned with our vision and goals.
“We'd be delighted to work with him again.”

Mark van Embden Andres,
Co-Founder, Kalo
“Will consistently delivers top-quality work. His ability to take the most complex topics and turn them into something clear and actionable is rare.
“His knowledge, versatility, and commitment to excellence is apparent in everything he does.”

Maximiliaan van Lange,
Deputy Director, LINKS Europe
“Will took our in-depth research on Skills Mobility Partnerships between Africa and Europe with the UN's International Organization for Migration, and made it clear and engaging. His understanding of complex issues and ability to articulate them beautifully enhanced the overall quality of our report.”

Awil Mohamoud,
Director, African Diaspora Police Centre
“William Murray is an incredibly enthusiastic and passionate person. He is always willing to help wherever he can. Besides the fact that his English writing is excellent, his enthusiasm is contagious. It’s really great to work with him.”

Renate Boere,
Founder / Director, Studio Renate Boere