Before we run, let’s figure out which way to go

I work with clients to untangle complex situations, creating maps and messages that lead to action. From target personas and customer journeys to brand messaging and content strategy, I’ve led brands to the clarity that helps them stand out.

Brand definition

Brands are about beliefs and values. To get to the heart of a brand, I lead multi-step, consultative engagements, gathering input from stakeholders inside and outside the company—then distilling it into versatile, authentic brand guidelines.

Above: Excerpts from a “brand world” document explaining the aesthetic of the PacTrust brand. This document synthesizes a wide range of inputs that emerged from a series of hands-on client workshops I designed and led.

Strategic messaging 

To stand out, every brand needs to know exactly what it stands for—and then tell its story consistently everywhere it meets its audience.

I have led multiple messaging engagements for brands such as HP, Charles Schwab, Silicon Valley Bank, and others—facilitating stakeholder input and review, and leading creative teams to zero in on the heart of the story.

Schwab messaging strategy

This visual model helps Charles Schwab Advisor Services explain how its offering is really different: when multiple benefits overlap, clients get an experience like no other. This diagram is the centerpiece of a thorough messaging guide used by marketers and creative teams.

Brand persona, voice, and tone

Every brand should sound as distinct as it looks. That means getting clear on who is actually speaking when the brand talks—and specifying how that persona sounds from situation to situation. The good news is that all these elements can be precisely defined and put into practice. I’ve developed brand persona, voice, and tone guides for several brands—and trained both in-house and agency staff on how to use them.

Brand content

With a clear brand messages and a distinct identity in place, brands are in the position to create content that sets them apart.

Silicon Valley Bank brand campaign

I developed a brand campaign for Silicon Valley Bank called “Next Squared” that brought to life the bank’s mission to “Make next happen now.” The campaign featured conversations between pairs of visionary entrepreneurs as they discussed what it takes to bring the Next Big Thing to life, revealing the exponential effect of innovative thinking.