Growth Brands know their customers better than their competitors do. Through primary and secondary customer research I define jobs to be done, cultural tension, and identify what content can drive social media engagement. I identify the motivations and values that will make an impression with customers, and shift behavior in the organization’s favor. Even build loyalty (though that’s not as easy as every one makes it sound).

Growth Brands know where to play — but also how to break the rules. Through primary and secondary research and stakeholder interviews, I develop a unique definition of the customer problem, express the product philosophy, and identify features and benefits that are truly relevant to customers. I develop distinctive language and signifiers that powerfully convey that competitive positioning.

Growth Brands reinforce the distinct value they offer across all audience interactions. I prioritize the brand perceptions we wish to convey, develop the brand as a “persona” (without the goofiness that can come from this sort of work), and establish Experience Principles that truly drive a powerful, unique brand. Employing my experience in Service Design, I audit existing audience experiences to identify opportunities to bring them “to brand.”

Growth Brands complement their Experience Principles through their communications. I define the characteristics of Voice and Tone (different for different audiences) to reinforce the right perceptions of your brand promise and bring it to life.

Growth Brands can define the distinct value they bring to the marketplace quickly and clearly while “in character.” I craft a brand statement that’s succinct enough to act as an elevator pitch when only traveling one floor, while bringing your brand to life.

Growth Brands are guided by a narrative that focuses and inspires internal teams, drives compelling communications, and spurs innovation. I write a manifesto that draws from both business and brand strategies to provide that north star.

Growth Brands are rewriting the rules of how business gets done, pursuing their aspiration through a commitment to true strategy, velocity, simplicity and clarity, de-centralized decision making, and always, always learning and innovating. They pursue change, not adapt to it. Let’s construct your new persona — envisioning it is the critical first step to making it so.