Build brand.
Fuel growth.
fractional marketing leadership
◆
brand & marketing strategy
◆
strategic advisor
◆
fractional marketing leadership ◆ brand & marketing strategy ◆ strategic advisor ◆
sarab communications (SC) is a brand and marketing consultancy that helps organizations – from startups and Fortune 500 companies to public-good organizations and national nonprofits – strengthen brand relevance, deepen audience connection, and accelerate brand-fueled growth.
Philosophy & Approach
Growth begins with relevance.
Organizations grow when they have a clear position in the market, build meaningful connections with their audiences, and align brand, marketing, communications, and customer experience around a shared strategy.
That’s what we call brand-fueled growth.
problems we solve.
-
Audiences don’t know how to perceive you – in other words, they don’t know what to think of you, what you stand for or what you offer. Clear positioning at the center of your brand strategy provides that clarity.
-
Audiences can’t tell you apart from the competition – you are living in a ‘sea of sameness’ and you can’t find your sweet spot. A big part of building your brand foundation is defining how you can stand out distinctively from the pack.
-
Too often brands try and be ‘everything for everyone’. Simplicity and clarity in the value prop is a critical output of a brand strategy and an important articulation of the promise a brand makeo to audiences.
-
Audiences don’t remember who you are or what you offer. If they can’t remember you, how can you hope to even be relevant to them? No relevancy = no business and a brand strategy defines how you will strive to be relevant.
-
You might’ve been relevant in the past however audiences don’t connect with you now – a strategic brand refresh or rebranding may be necessary to revitalize your relevance in their lives. Before you change a thing however, you start with a strategy.
-
There is no consistency across all your customer touchpoints creating disjointed brand and buying experiences - Think Apple from ads to unboxing to store visits. A brand strategy provides the mandate and guide-posts to unify all.
-
The brand feels, looks and sounds stodgy and doesn’t have that spark that connects to the hearts of audiences. You are stuck in stale and need to inspire creativity - your brand blueprint serves as your brief.
-
As Mike Tyson so poignantly put it, “Everyone has a plan until they get punched in the mouth.” Everything was seemingly working, but isht hit the fan and now you have no clear path to turnaround your brand’s reputation. Ahem, brand strategy.
-
You need to quickly establish a presence, gain trust with audiences and overcome the advantages entrenched incumbents have. Not easy, but a brand blueprint can get you there.
-
You’ve devalued your brand by constantly giving discounts and selling to an algorithm. Turn it around by focusing on value-led tactics with engaging content at the forefront defined by your brand strategy.
-
A reliance on short-term marketing tactics has led to quick growth bursts with little impact on creating sustainable revenue streams and increasing future demand. A brand strategy helps you create a balanced marketing plan ensuring value, purpose and positioning are embedded throughout the customer funnel (or loop).
Who we help.
Startups
Whether in a seed round or late stage, establishing your brand blueprint helps scale your organic growth with focus.
Agencies
Experienced talent to support clients is often difficult (and expensive) to secure. Tapping into our expertise helps hit those fast turnarounds, efficiently.
SMBs
Building the core business often takes all your team's energy - outside expertise lifts a huge burden off-of your plate.
Non-profits & EDUs
'Purpose' is authentically at the forefront of your org - utilizing top marketing expertise helps you stand out distinctively with funders, donors & stakeholders.
Enterprise brands
North star ambitions often require new brand strategies with fresh perspectives to supercharge your business.
PE & VC firms
Finding partners to strengthen the brand positioning of your investments while aligning marketing efforts with new business priorities helps unleash their value.
CORE Services
-
Creating a brand blueprint that serves as the foundation for growth is table stakes for any business. SC helps organizations define who they are, why they matter, and how they are meaningfully different through positioning, narrative development, brand architecture, and strategic brand transformation. The result is stronger relevance, clearer differentiation, and sustainable growth.
-
Growth requires more than activity – it requires alignment. SC develops integrated marketing and go-to-market strategies that connect brand, audience, content, communications, and customer experience around a shared plan for growth. The result is greater focus, stronger execution, and more sustainable outcomes.
-
Organizations often need executive marketing leadership before they need a full-time CMO. Through fractional leadership and executive advisory, SC helps organizations strengthen marketing capabilities, align teams, modernize operations, establish accountability, and build the systems required to support long-term growth.
-
Marketing should function as a growth engine – not simply a producer of campaigns and creative assets. SC helps organizations transform marketing and communications functions through team design, operating models, planning frameworks, agency ecosystems, measurement systems, and modern marketing practices.
-
Periods of growth, transition, and uncertainty require thoughtful leadership and clear communication. SC supports organizations through mergers and acquisitions, organizational transitions, executive communications, reputation management, stakeholder engagement, and high-stakes communications challenges.
Need More?
Tap into the SC on-demand network of talent to help launch impactful marketing campaigns.
-
Great brands deserve great execution. Through SC’s creative network, organizations can access strategic creative direction, design systems, campaign development, visual identity work, and content creation that bring brand strategy to life.
-
Whether revamping a website or launching a new digital platform, audiences expect experiences that consistently deliver on the brand promise. SC helps organizations build connected digital ecosystems that align brand, content, and customer experience – creating seamless journeys that drive engagement, conversion, and long-term growth.
-
From content and social media to CRM, paid media, public relations, SEO and AIO, SC assembles multidisciplinary teams to execute integrated marketing initiatives that connect brand, audience, and business objectives. This integrated approach drives awareness, engagement, conversion, and growth across the entire customer journey.
About sarab
SC is led by Founder & CEO Sarab Al-Jijakli, an executive advisor, strategist, and fractional CMO who helps organizations strengthen brand relevance, deepen audience connection, and accelerate growth.
An award-winning marketing leader with roots in top NYC agencies and experience as a brand-side executive, Sarab has worked with global organizations including American Express, SAP, Hearst, USA TODAY Co., TD Bank, Voya, Avon, Pfizer, and the Red Cross.
Known as a builder – of brands, teams, systems, and communities – he has led transformations across media, financial services, technology, and mission-driven organizations. His work spans brand strategy, marketing transformation, executive communications, audience development, and growth strategy, often within complex organizations navigating change, growth, or increased visibility.
20+ years of marketing agency and brand-side experience.
Media & publishing
Sports & entertainment
Technology
Financial Services & Fintech
Retail & eCommerce
Health & wellness
Travel & leisure
Non-profit
working together
1. Fractional CMO & Executive Advisory
Ideal for organizations that need senior marketing leadership without the commitment of a full-time executive.
SC partners directly with leadership teams to provide strategic direction, strengthen marketing capabilities, align teams, and build the foundation for sustainable growth.
2. Strategic Engagements
Ideal for organizations facing a specific opportunity, challenge, or moment of change.
From brand strategy and positioning to marketing transformation, communications planning, organizational transitions, and go-to-market initiatives, SC provides focused expertise to solve high-priority business challenges.
3. Ongoing Advisory & Execution Support
Ideal for organizations that need continued momentum beyond strategy development.
Through a trusted network of specialists and partners, SC provides ongoing support across marketing, communications, content, creative, digital, and growth initiatives while extending the capabilities of internal teams.
What business problems does a brand strategy solve for? Here is my Top Ten!