Brand Strategy &
Positioning
Brand strategy is the work of defining what a business needs to be known for and making sure its messaging, identity, and customer experience support that direction.
I've worked on brand launches, repositioning efforts, visual identity systems, messaging frameworks, and campaign creative across B2B and B2C organizations.
Start with what the business actually needs to be known for.
I start by looking at the existing brand from both the inside and outside. That means reviewing messaging, creative assets, customer-facing materials, sales collateral, competitor positioning, and how different teams describe the company.
From there, I identify where the brand is clear and where it has drifted. Often the problem isn't the visual identity. It's that marketing, sales, leadership, and customers are all describing the business differently.
I build messaging around the value proposition, audience needs, competitive context, and business objectives. Depending on the project, that can include positioning statements, messaging frameworks, campaign concepts, naming, visual direction, and brand guidelines.
Once the direction is established, I focus on implementation. A brand system only works if people can actually use it across campaigns, websites, sales materials, events, and internal communications.
Experience behind the approach.
Marketing & Product Development
Led creative strategy and product development for floral collections sold through national retail and wholesale channels. Developed collection concepts, product positioning, packaging direction, merchandising materials, and supporting marketing campaigns.
Marketing & Brand Strategy
Developed brand identities, positioning strategies, messaging frameworks, and marketing systems for clients across multiple industries.
Marketing & Brand Management
Supported brand development, marketing communications, creative production, and promotional strategy across consumer product channels.