Branding & Positioning

Strategic brand and positioning work creates lasting market differentiation that resonates with target audiences. Through deep market analysis, customer insights, and competitive assessment, I develop distinct brand platforms and positioning strategies that strengthen market presence, build meaningful connections, and create sustainable competitive advantages.

Modernizing a Legacy Consulting Brand

The Situation:

A leading consulting firm with over 100 years of history faced the challenge of modernizing its brand to resonate with contemporary audiences. The goal was to improve brand perception while preserving the trust and credibility established over a century. Securing leadership buy-in and achieving enterprise-wide adoption were critical hurdles to overcome..

My Approach:

I led a cross-functional team to execute a rebranding and repositioning strategy addressing core challenges and opportunities. By conducting stakeholder interviews and using an "outside-in approach," I prioritized user-centric adoption. I designed a business-to-consumer-style creative campaign supported by a unified messaging plan, content strategy, and positioning framework. The initiative culminated in a global rebrand and onboarding campaign for seamless enterprise adoption. Daily scrums, regular leadership updates, and team collaboration ensured momentum and delivered impactful results.

Impact:

Achieved leadership buy-in and enterprise-wide adoption of the new brand identity
Increased brand satisfaction by 80%, as revealed by post-launch client surveys
Elevated the firm’s position as a forward-thinking leader in the consulting industry