Situation

Jackie W had always been sure of herself. University professors just knew she’d be Phi Beta Kappa. She envisioned her life as a physician and made it happen. But when she also sought a role as an online healthcare influencer, she had an identity crisis. Dr. Jackie came to us asking the vital question: Who should I be to earn thousands of followers?

Solution

We conducted a multimedia audit to discover how people engage with health experts and topics. The options were as voluminous as they were diverse. They ranged from online authorities such as WebMD, to wellness podcasts about exercise and nutrition, to popular gurus such as CNN’s Dr. Sanjay Gupta.

It was overwhelming—and that led us to exactly who Dr. Jackie should be: A genuine source for healthcare made simple. The thousands of loyal fans she sought out now flock to her brand of advice.

Situation

Shin works as an Operational Manager (OM) for a financial services company, PBK. In every annual review, Shin’s boss, Michelle, always praises his ability to optimize data utilization, process improvement, and functional efficiencies.

However, PBK has a fixed pay grade for each job title. In order for Shin to earn a raise, she must promote him. Shin came to us with this question: How can I get my boss to see me as more than an OS?

Solution

PBK branded Shin with a generic title that six of his co-workers also have. We redefined his brand by showcasing how his functional duties promote improvement and growth—a key measure in Michelle’s annual review. By optimizing talent, process and efficiencies, Shin enhances both his and Michelle’s value to PBK, which is why she promoted him to a Director of Operations.

Situation

Professor N was a highly regarded science teacher at a private university in the Philadelphia area. When the school’s long-time Director of Fund Raising retired, the university Dean recruited Gary to replace her.

However, Professor N struggled in the position. Donations dropped off significantly, fund-raising events were poorly attended, and legacy philanthropists cut back their contributions. Gary’s personal identity as a no-nonsense taskmaster served him well in the classroom, but failed to secure endowment quotas. Instead of accepting his resignation letter, the Dean asked us for help.

Solution

We discovered that while donors appear to be funding the school, they’re really investing in their own self-image as social benefactors, cultural champions, and equal-opportunity advocates. Role-playing exercises with Gary re-oriented his fund-raising approach to reflect their true interests. The Professor earned a degree in personal branding.

Situation

Attorney Margaret C had been a litigator for 13 years at various law firms, representing corporations in legal actions. These jobs paid well, but the long hours, cutthroat style and endless case durations no longer reflected who she was. She pivoted to Matrimonial Law, and came to us seeking the most expedient way to develop her new identity.

Solution

Branding always starts with clients’ values and needs. Margaret wanted the opposite of a “shark” approach. She would be settlement-oriented—representing couples who wanted an amicable resolution. Margaret has a BA in psychology. She is both a child of divorce, and a divorcee as well. She knows what it feels like to be in her clients’ predicament, and also how to listen in earnest. Her personal rebrand was born: The most empathetic path to a new life for you and your family.

Situation

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Solution

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