Impact Brand Strategy™
Align your brand ● Grow your impact ● Across China and Europe
When your brand isn’t aligned, it struggles to grow in any market.
If you’re preparing to launch in China or Europe, some of these may feel familiar:
● You realise neither China nor Europe is one market. They’re fragmented, cultural, and your home strategy won’t work.
● Competitors look more adapted, unified, and credible to local audiences.
● HQ and local teams disagree on strategy and messaging, and alignment becomes a daily challenge.
● Your original positioning no longer fits the new market.
● Customer acquisition is harder and more expensive than expected.
● You depend too much on local distributors or agencies and lack visibility over data and customer insights.
● The local ecosystem feels overwhelming. Platforms, behaviours, and rules are completely different.
● The difference in speed (fast China vs slow Europe) makes collaboration difficult.
In an AI-driven world where everyone has a different opinion about “how to build a brand,” navigating new markets becomes even more complex.
To grow and create real impact, you need alignment between your brand and the people around it, whether they are customers, employees, or partners. That’s what Impact Brand Strategy™ is designed for: aligning your brand and growing its impact across cultures.
But what is an “Impact Brand”? It is a brand that creates positive impact on three levels: culture, planet and market.
● Culture Impact ●
It’s about people, values, storytelling and society. That’s what makes your brand “human”, especially in an AI-driven world.
● Planet Impact ●
It’s about nature, animals, and the environment. Every brand has the responsibility to reduce negative footprint and create positive change.
● Market Impact ●
It’s about growth, profit, and financial health. These are the essentials that keep your brand in business.
Building an impact brand is about meaningful moneymaking, not mindless moneymaking. It’s not the easy path, but it’s the one we’ll be proud of when we look back years from now.
To walk that path, we need maps, and Impact Brand Strategy™ is one of them. It may not be the only map, but I hope it unlocks something deep within you and your team, the human creativity and intuition we often lose when we fixate on data, technology, and AI. It’s time to embrace a different kind of intelligence: our own human intelligence, supported by the mindful yet strategic process of Impact Brand Strategy™.
So, concretely speaking, what will you get from Impact Brand Strategy™?
● A clear, simple, impact-driven brand strategy that everyone can understand
● A strategic playbook to guide your branding, marketing, and decision-making
● Alignment workshops that spark creativity and unify your team
● Implementation guidance to help you bring the strategy to life, from brand design to marketing.
● Market research, field notes, and local customer socio-cultural insights, along with practical local-market activation advice
● Eight weeks of direct access to me (Mia) - to borrow my energy, gain a fresh yet mindful perspective, and maybe even inspire and enlighten one another
Who this is for, and who it’s NOT for
Impact Brand Strategy™ is for you if:
● You’re a brand leader who wants to create positive impact across culture, planet, market, and you value long-term brand health over short-term tactics.
● You believe real growth requires alignment: one vision, one roadmap, one shared sense of impact. You want a brand that stays consistent globally while staying relevant locally.
● You care deeply about your brand when entering new markets, and you don’t want your mission or purpose to drift during localization.
● You know strategy is essential. You want to find your brand’s North Star, keep your team united, and you’re willing to slow down to get the foundation right.
● You embrace AI, but you also know brands are built by people, and unlocking your team’s strategic and creative thinking matters more than ever.
● You value an external, neutral perspective to reveal blind spots and bring fresh, mindful energy to your leadership team, helping everyone unlock creativity and insights that have been dormant for years.
Impact Brand Strategy™ is NOT for you if:
● You want instant results with no investment in strategy.
● You only seek endless expansion or market domination, even at the cost of harming people or the planet.
● You think culture doesn’t matter. You are not willing to listen to local insights or cultural research.
● You don’t mind losing your brand’s identity in a new market as long as it brings short-term success.
● You assume the plan that worked in your home market will automatically work in markets with different cultures and ecosystems.
● You don’t see your people as an asset. You prioritize efficiency and instant ROI over unlocking the human potential your team already holds.
● You believe AI can replace your people, and you don’t care about developing their strategic capacity or creative growth.
How it works
Duration: 4-8 Weeks
Investment: €8K-€15K
Location: Paris or your HQ
Access: Direct to Mia
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We start by getting on the same page.
Two 60-minute calls with me (Mia)
Our first conversation will help us get to know each other and understand where you are today
A follow-up call to align on priorities, deliverables, and what success looks like for you
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Unlike traditional strategy, which is often done behind a screen by a few “experts,” I invite you, your leadership team, and the people who are managing or building the brand to join the workshops.
We’ll create a space where real human conversations can flow, supported by exercises and collaborative brainstorming.
Four deep-dive workshops (estimated 2–4 hours each), either in Paris or at your HQ
We’ll shape the essence of your brand, your positioning, and the impact you want to create
There will be research conducted between the workshops. Notes and audio/video recordings will be shared with you after each session so you don’t miss anything
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Every essential insight, alignment, and plan we co-create during Phase 2 will be carefully documented. This becomes your go-to brand book for both internal and external use.
It will be delivered one week after the session
Includes a full brand platform, roadmap, and action plan based on all the work we’ve done together (for internal use)
You’ll also receive a concise summary of your Impact Brand Strategy, which is perfect for guiding creative teams or briefing partners (for external use)
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During these weeks of collaboration, I stay by your side to answer your questions about brand growth, team alignment, impact creation (culture/planet/market), and how to bring the strategy to life.
Direct, personal access to me (Mia) for anything you need along the way.
On-demand feedback via email, Zoom, phone, or WeChat - whatever works best for you
Two post-session calls (60 minutes each on Zoom) where you can bring any challenges you face when implementing the strategy.
You’ll get
Strategic Clarity & Brand Foundations ●
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We clarify why your brand exists, what it believes in, and the unique personality it expresses.
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We identify the precise place your brand occupies in people’s minds and what makes it meaningfully different.
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You receive a clear, human-centred understanding of your audience’s needs, motivations, cultural context, and expectations.
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You get a sharp understanding of your competitive environment: who you’re up against, what category codes exist, and where the real opportunities lie.
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We decode the cultural differences that shape behaviour in your target market. You’ll understand how people think, what they value, and how your brand must adapt in order to be understood.
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At the end of the process, you receive a brand strategy that is easy to understand, communicate, and implement, without complexity or jargon. A strategy your team can use every day.
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Together, We determine what truly matters. You’ll get a focused set of priorities and a high-level roadmap that supports your next 12 months, removing confusion and guesswork.
Alignment, Co-Creation & Team Empowerment ●
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Through intimate, high-quality workshops, we explore your brand’s meaning, identity, and strategic direction.
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We create space for leadership teams to align on vision, values, priorities, and ambitions.
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Together, we navigate cultural differences across China and Europe. This prevents costly misinterpretations and creates stronger communication both internally and externally.
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The workshops are designed for human connection, not rigid frameworks. They encourage reflection, honest discussion, and fresh thinking that unlocks better ideas and strategic clarity.
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Every workshop and conversation is captured so your team can revisit insights, share them internally, and integrate them into future work without losing any valuable detail.
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By involving your team in the strategy process, we build collective ownership and alignment. This creates stronger execution, smoother collaboration, and a more grounded brand culture.
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With shared clarity, your team gains a compass for making decisions consistently across marketing, product, sales, and leadership.
Implementation Support & Market Activation ●
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You receive a complete, premium brand playbook that captures your purpose, positioning, narrative, pillars, cultural insights, and activation principles. It’s your north star for communication, marketing, and strategic choices.
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During the post-session alignment calls, we identify what must stay true to your brand’s roots and what must adapt to local culture.
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You get real human insights, not generic reports. Field notes, observations, and cultural learnings help you see the market through the eyes of the people you want to serve.
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While I don’t produce design or copy, I provide strategic feedback on your drafts to ensure they align with the brand strategy and are culturally relevant.
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I offer guidance on building the right brand/marketing capabilities internally, including hiring recommendations and governance structures for long-term brand management.
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You gain direct, personal access to my strategic thinking, cultural insight, and energy, shaped by 10+ years of hands-on experience in cross-cultural branding and marketing across China and Europe.
MA Qian Mia ●
Mia has 10+ years of experience in cross-cultural branding and marketing between China and Europe.
Mia helps companies adapt their brand strategy and storytelling to new markets and new cultures. Over the past decade, she has supported global brands like Danone, LVMH, and L’Oréal in China, while guiding 30+ companies for their brand building in global markets.
With a Master’s degree in Luxury and Fashion Management and further studies in Social Business, ESG and Sustainable Business, she combines brand expertise, cultural insights with a deep commitment to impact. During her career, she has led brand marketing initiatives worth $1M, pitched projects over $100K, , and helped brands grow their communities by 300% in a year.
For her, brand strategy is not a document, but a human co-creation. It’s about unlocking creativity through dialogue, aligning teams across borders, and shaping a shared vision that everyone can believe in. In an age driven by AI and data, she believes building a brand isn’t just about market expansion, but about creating positive impact, respecting local cultures, and empowering people to build a future that matters.
A guided path to an aligned, culturally relevant brand.
Your brand doesn’t just need a strategy. It needs clarity, cultural relevance, and internal alignment. Mia stays personally involved to help you implement, adapt, and activate your strategy in China or Europe.
€8,000 - €15,000
Limited availability • By application only
Final fee determined by scope and strategic priorities
Applications will be reviewed directly by Mia. Only a few projects are accepted each quarter to ensure deep strategic involvement and high-quality delivery.
FAQs
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It’s a strategic process that gives your brand one clear meaning, one aligned direction, and a culturally adapted brand foundation for China or Europe. You’ll leave with a complete brand platform, positioning, brand plan, and implementation support.
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No. Mia focuses purely on strategy. If you need design support afterward, she can help you select or brief a partner agency, making sure your brand identity aligns with the strategy.
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Although Mia does not execute brand marketing campaigns herself, she has extensive experience and knowledge across social media, influencer marketing, and 360° brand activation, both in the China market and the European market.
She can connect you with the right agencies, brief your external partners, and accompany your brand marketing projects to ensure excellent implementation that aligns with the strategy co-created together.
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Primarily yes.
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Very little. You’ll need:
A 60–90 minute kickoff
Four brand workshops with key stakeholders
Two follow-up calls for implementation
All content creation, analysis, and synthesis is handled by Mia.
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Only if your current strategy no longer takes you where you want to go. Many companies who work with Mia already have some form of strategy.
The problem is usually that it is:
outdated or confusing
scattered across different versions and teams
not adapted to new markets
not unified across departments
too theoretical and not actionable
Impact Brand Strategy™ replaces the noise with clarity and direction.
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Mia has partnered with brands across a wide range of industries, from luxury maisons to consumer brands and B2B companies.
Her experience includes work in:
Art, Culture & Education
Cosmetics & Skincare
Electric Vehicle Charging
Fashion & Lifestyle
Food & Beverage
Fragrances
Home Appliances
Infant Formula, Baby Food & Maternity
Jewelry & Watches
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Yes. You get two implementation support calls and 4-8 weeks of direct access to Mia for ongoing questions, feedback, or decision-making support.
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The process is simple:
Submit your application here
Mia reviews it personally
If it’s a good fit, you’ll be invited to a discovery call
If both sides agree, you’ll receive a proposal and start date
There’s no pressure, just clarity.
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You can still apply. If Mia believes you’re better suited for a diagnostic, a workshop, or internal training first, she’ll recommend the right path.
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Yes and it’s often recommended. The clearer everyone is, the better your brand performs in new markets.
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Absolutely. Many established brands struggle with:
inconsistent messaging
misaligned teams
local markets going in different directions
dilution of brand meaning over time
The strategy realigns everyone and brings coherence back.
Apply for Impact Brand Strategy™ ● with Mia
Tell me a bit about your company and goals. I review every application and follow up quickly.