Brand strategy
Where you sit in the market, who you're actually competing with, and what you want to be known for. Built from your customers and your team, not from a template.
Brand & Positioning
Get clear on what you stand for, before anyone designs a thing
Most website problems are really positioning problems. I work through who you're for, what makes you different and how you say it, so everything that follows has something solid to sit on.
What's included
Your company has changed. The story hasn't caught up.
You've added products, moved upmarket, or grown into a category that didn't exist when the messaging was written. Now sales explains the business one way, the website another, and the deck a third. Prospects arrive with the wrong idea of what you do, and your team spends the first ten minutes of every call correcting it.
A redesign won't fix that. The words have to come first.
Positioning
The decision that makes everything else easier: who you're for, what you replace, and why you're the better option. Including which audience leads when you serve more than one.
Messaging
A messaging framework your whole team can use, covering the core promise, the proof, the pains you name and the language to avoid. It should work on the site, in a deck and on a sales call.
Brand identity
The visual expression of all of it: logo, type, colour, art direction and the rules for using them, so the brand holds up wherever it shows.
The process
How it works
Discovery
Structured workshop with your team to surface what you sell, who you sell it to, and where the current story stops working. Most of the answers are already in the room, spread across different people's heads.
Strategy
Where the input becomes a decision. I come back with a position, a story and a messaging framework: what you're known for, what makes you the better option, and the language your whole team uses. We pressure-test it together until it's agreed, because everything downstream depends on it.
Brand identity
The design work. Logo, type, colour, art direction and the details that make the brand recognisably yours, expressing a decision rather than decorating one.
Handover
Guidelines delivered as a live site rather than a PDF, with every asset hosted and ready to download. Your team, your agencies and your new hires all work from the same source, and it stays current instead of aging in a folder.
Who it's for
Built for teams who've outgrown their own story
This is for marketing teams whose company has moved faster than its brand, and who are tired of explaining what the business does. It works particularly well when there's internal disagreement about positioning, since a structured process settles that faster than another meeting.
If your positioning is already clear and agreed internally, start with Website Design instead.
Trusted by marketing teams at
My impact among modern B2B marketing teams
100+
B2B brands and websites launched, from seed-stage startups to established groups.
$700m+
Raised in funding by the companies I've worked with, including a $628M round.
25%+
Average increase in conversion rate within weeks of launch.
7 years
Partnering with B2B marketing teams on brand, websites and ongoing growth.
54%
Increase in form submissions
“What sets Ethan apart is that he designs and builds at the same time, so nothing gets lost in translation between the two. And the support didn't stop at launch. It's genuinely the most white-glove experience we've had, to the point where it felt like he was part of our team, not a vendor who disappears once the site goes live.”
Still have questions? Book a call and we'll go through your project.
faqs
You get a positioning statement, a messaging framework and a brand identity with usage guidelines. In practice, the most useful output is the messaging framework, since it's the thing your marketing and sales teams use every week. Everything is written to be used, not admired.
We decide which audience leads, rather than trying to speak to both equally. The site then uses a clear primary path with secondary routes for the other audience, so nobody bounces because the message felt like it was meant for someone else. Diluting the message to serve both is what causes the problem in the first place.
That's common, and structured sessions usually resolve it. I bring the evidence from customer conversations and market research so the decision is based on what buyers respond to, not on who has the strongest opinion in the room. Settling it before design starts saves weeks of circular feedback later.
If your positioning is clear, agreed internally and already proven in sales conversations, you can go straight to design. If your team explains the business differently depending on who's asking, start here. I'll tell you honestly which situation you're in on a call.
Start with the story.
Book a call and we'll talk through where your positioning is now, and what it would take to get it clear.
Once the story is settled, the next stage is Website Design.
