About.

I help growing companies turn brand confusion into clarity.

My background isn't typical. I started in corporate PR, where the right messages broke records – and the wrong ones could destroy careers. Then I moved into peacebuilding, where a single narrative could make peace possible or perpetuate violent conflict.

Both taught me that words don't just describe reality – they shape it.

Brand often gets reduced to logos, fonts, and colours. That's visual identity. I work on something deeper: the positioning that defines who you're for, what problem you solve, and how you're different.

Real brand work starts inside. It gives your team a shared understanding of who you're for, what problem you solve, and why you're different. When that's clear, everything else gets easier.

Your team knows which partnerships to pursue, which markets to avoid, and which customers are worth the effort. Your new hire gets the tone right on their first draft. No one needs to ask 'should we do this?' – they already know.

That clarity flows into everything: your website, your pitches, your sales conversations, your onboarding. The positioning makes the messaging easy. And consistent.

And when your brand is clear inside, momentum builds outside. Customers trust you, partners join you, and your team moves in the same direction.

I'm Will Murray, a Scot in The Hague who loves turning complexity into clarity.

I help growing companies build brand positioning grounded in customer and market research – the kind that's both rigorous and usable, so it drives decisions and keeps teams aligned as you grow.

If you think I could help – or you'd simply like to connect – let's talk.