When Your Business Feels as Good as It Looks,
People Notice.
Palmetto Brand Advisory helps thoughtful businesses align their brand, customer experience and operations so every part of the business reflects the standard they want to be known for.
You know when business is good, but something still feels off?
The brand looks polished, but the experience doesn’t quite match.
The team is doing good work, but not always consistently.
The website says one thing while the customer experiences another.
Or the business has simply grown faster than the systems, standards and details around it.
It happens to even the best businesses because the closer you are to something, the harder it is to experience it the way someone else does.
That’s where we come in.
What We Do
We typically begin by experiencing and evaluating your business as it exists today.
We look at the brand, digital presence, communication, physical environment, customer touchpoints, internal systems and the way your team brings the experience to life.
From there, we identify opportunities, establish priorities and help turn strategy into action.
Sometimes that means refining what already exists. Sometimes it means creating something entirely new.
The goal is never to change things simply for the sake of change.
It’s to make sure the business you have built is being experienced the way you intended.
How We Work
A fresh perspective. Clear priorities. Thoughtful execution.
We experience your business the way a customer would, paying attention to the moments and details that shape perception.
2. Understand what matters
We identify what’s working well, where there is friction or inconsistency, and where the greatest opportunities exist.
We bring clarity and consistency across the brand, communication, customer journey, team and operations.
We refine the details and standards that turn a good business into one people remember, return to and talk about.
OUR SERVICES
What needs attention is different for every business. Our role is to determine what will make the greatest difference and help bring it to life.
Depending on what we uncover, that may lead to customer journey mapping, messaging, service standards, website strategy, systems, SOPs, content, public relations, team communication or even a detail no one has stopped to question yet.
Who We Work With
We do our best work with established, experience-driven businesses that care deeply about how they are perceived, experienced and remembered.
Our clients are often in hospitality, private clubs, retail, wellness, lifestyle, professional services and community-focused organizations, but industry matters less than mindset.
They have built something worth protecting. They know good can always become better.
And they value a trusted outside perspective that is willing to notice, question and refine the details that shape their reputation.
We intentionally work with a small number of clients at a time so we can be present, thoughtful and genuinely invested in the work.
- Launching something new and want to get it right from the start
- Growing quickly and experiencing inconsistency
- Refining an established brand that no longer reflects their standards
About Us
Palmetto Brand Advisory was founded by Ali Guy (Herlong) and Abigail NeSmith (Pait), both graduates of the University of South Carolina School of Journalism and Mass Communications, where they first met and discovered a shared love for the kind of work they now do together.
Today, they bring more than two decades of combined experience across marketing, operations, sales support, public relations, nonprofit leadership, equestrian and sports marketing, hospitality and brand experience.
Ali Guy (Herlong) brings more than a decade of experience in marketing, operations and sales support, with certifications in Unreasonable Hospitality, Marketing Made Simple and Business Made Simple. Her work is rooted in the belief that doing business should be a pleasure, not only for the customer, but for the teams delivering the experience and the owners building the business behind it. She has a particular eye for the systems, communication and small details that can make a business feel easier, more thoughtful and more memorable.
Abigail NeSmith (Pait) brings more than a decade of experience in public relations, nonprofit work, equestrian and sports management and marketing. An avid traveler and lifelong lover of exceptional experiences, Abigail brings a natural instinct for reputation, relationships, hospitality and the details that make a brand feel elevated, considered and worth talking about.
Together, we look beyond any one part of the business to understand how the full experience works together, from the way a brand is positioned and communicated to the way people are welcomed, served, supported and remembered.
At the heart of our work is a simple belief:
Doing business should be a pleasure. For your customers. For your team. For you.