Your Army

Brand reinvention to achieve its potential

Your Army is based in London. It was founded in 2007 by James Pitt,

Your Army is one of the leading music promotions companies in the UK, having worked with acts including Fatboy Slim, Daft Punk, Leftfield, the Chemical Brothers and Ellie Goulding.

Your Army is respected throughout the music industry and has its clients’ music heard by people like Mark Ronson.


A very basic web presence (above) was the core problem that was really holding Your Army back from its next phase of growth.

In addition, there was minimal written communications and no properly written website copywriting conveying Your Army’s professionalism, expertise and the results it delivered.

I was asked to help solve these problems.


During the brand strategy phase, I undertook research into target audiences and conduct a competitor analysis to review the competitive landscape. This work included refining the purpose of the brand and carrying out a content audit.

Once I got under the skin of the brand itself and I had immersed myself in the music that Your Army promoted, I was then able to make my recommendations on brand strategy, positioning, differentiation and the tactics and website copywriting that was needed to communicate more powerfully with its target audiences.


Working with Ailsa and the team. we created a brand strategy that focused on the sensory concept of ‘We Get Heard’.

As this positioning is aligned with the sensory / NLP (auditory) nature of the brand and the music industry, it resonated with artists and affirmed Your Army’s authoritative position in the industry.

This brand positioning repositioned the competition as not being heard.

Your Army has achieved sustained growth since the launch of the new strategy, with annual turnover increasing by over 400%.

It now has offices in London and in Los Angeles.

It is a privilege to be able to help the brand make some significant strides forward and to be part of their history. The website has evolved, as they do, but the core brand strategy holds strong.

Find out what Ailsa Kerr thought about my approach to creating the new strategy and website copywriting for Your Army.

Get in touch
If you would like explore working together
, and you need a little help developing a strategy, please book a virtual cuppa and we can talk.

Where next?


Cookies improve user experience and understand analytics. Continue to use this website with cookies or learn more.