
the independent brand strategy partner for businesses, founders, startups & agencies
brand strategy
& storytelling
from day one… or day 1,001
welcome
I’m an independent brand strategy partner for businesses, founders, startups and agencies - whether you’re building from scratch or starting again.
Everything I offer is built to deliver a Living Strategy™.
Not just a slide. Not just a sentence. A set of sharp, focused decisions that guide your brand - and are actively kept alive.
Whether we’re creating it from the ground up or bringing it back to life, the goal is the same: strategy that lives, adapts and drives action.
The Work
What is a Living Strategy™?
A Living Strategy™ is a practical, adaptable approach to brand strategy that evolves with your business. It’s not just a document; it’s a dynamic tool that informs decisions, aligns teams, and drives action.
I’m here for the all
the STARTUPS, UP-STARTS,
START-AGAINs & never-stops
Lucky Start is built for people who are ready to think smart and move fast.
Startups – getting it right from day one.
Up-starts – shaking things up and making a mark.
Start-agains – pivoting, rebranding or restarting stronger.
Never-stops – busy agency teams and comms pros who need help sharpening strategy and getting through the hustle.
For new launches. For rethinking. For sharper positioning. For more impactful storytelling. For a fresh, lucky start.
FREE STRATEGY MOT
20 MINUTES OF CLARITY
You bring the challenge, I’ll bring the thinking
Ben Brooks-Dutton, Lucky Start founder
“I build strategy not slides. powerpoint is where strategy goes to die. That’s why I created Living Strategy™ - to ensure your strategic thinking is embedded in daily actions, not buried in decks.”
I’m Ben. I’ve spent over 25 years working across brand consultancy, storytelling, inclusion and strategy.
I’ve worked with global brands, startups, founders and agencies, including The Coca-Cola Company, Estée Lauder, Amazon and Boots.
I’m also a Sunday Times bestselling author, and I’ve written for The Times, The Guardian and more.
Words matter to me - but only when they have meaning.
Strategy too often gets lost in waffle. Too many decks. Not enough direction. Too much fluff. Not enough focus.
I started Lucky Start to change that. If you’re interested, you can read more about my motivations over on my blog.
S.T.A.R.T. point
The S.T.A.R.T. framework is designed to create a Living Strategy™ - it’s how I deliver smarter brand strategy and brand positioning for startups, founders and agencies.
Each plan follows five clear steps.
already started

shall we get started?
I work with startups, founders and brands on everything from naming and tone of voice to brand storytelling, brand positioning and strategy.
If you’re not sure where to start, that’s fine. Most of my clients don’t, until we talk. Drop me a message or book a quick call and we’ll work it out together.
07545 933 682