My journey in brand strategy has been marked by creativity, innovation, and a focus on delivering lasting value in the ever-evolving realm of global technology. Over the course of my career, I’ve worked with a variety of brands in crafting compelling narratives and brand identities tailored for their respective target audiences.
From visual branding to messaging, I’ve developed strategies aimed at driving engagement, resonating with key stakeholders, and ultimately, generating pipeline and fostering long-term relationships. By analyzing market trends, competitive landscapes, and customer insights, I’ve crafted strategies that not only elevate brand presence, but also directly contribute to business growth and success.
Below is a snapshot of my approach to developing an impactful brand strategy, as well as some examples of past projects.
- ESTABLISH
- Purpose
- Mission
- Vision
- Values
- IDENTIFY
- Target Audience
- ICPs
- Personas
- DEFINE
- Competitors
- Differentiators
- Positioning
- DEVELOP
- Messaging
- Brand voice
- Visual identity
- Brand & style guidelines
- IMPLEMENT
- Socialize
- Analyze
- Optimize
Past Projects
Britive
Britive is a cloud security startup that was founded in 2018. As the brand grew, so did the need to better define its identity. In 2021, I oversaw the re-brand and launch of Britive’s new brand strategy, which included:
- Redefined target audience
- New positioning and messaging framework
- Website overhaul
- Brighter color palette
- Cohesive graphics
- Clear product differentiators and messaging
- Strategic CTAs and lead capture forms/pop-ups throughout site
- Improved UX and customer journey
- 216% increase in Q1 site conversion rate
- Updated brand guide and refresh of old assets
Certain
Certain was an event marketing automation platform in the throws of a brand identity crisis when I came on board.
Previously focused on the marketing automation angle, we conducted market research within our target account list (TAL) and Customer Advisory Board to inform a more engagement data-focused approach. This angle was supported by an analysis of who our primary buyers, champions, and personas had evolved into, and helped to re-define our TAL.
Rebranded as an event engagement platform, the “Engage Everywhere” theme allowed Certain to appeal to both the data and experiential sides of event marketing.
Moving to an engagement-focused strategy allowed us to showcase the power of the product suite’s capabilities to drive attendee engagement, informing personalized, impactful content and follow-up. This theme proved especially effective following the post-pandemic shift to virtual and hybrid events.
Tactics included updates to:
- Brand identity
- Rebranding from “event marketing automation platform” to “event engagement platform”
- Updated brand voice and messaging
- Target account list and segmentation
- Website
- Brand guidelines and style guide
- Messaging framework
EIL Explore
EIL Explore is a global scholarship program for individuals looking to study or volunteer abroad. In 2015, oversaw the rebranding of the EIL Travel Awards to EIL Explore, with its own separate website and unique brand identity that remained cohesive with the overall EIL brand.
The brand launch included:
- Launch party held at Cork International Airport, hosted by Web Summit co-founder and past EIL participant, Daire Hickey.
- National media coverage
- PR, email, paid and social media campaigns; channel and influencer promotion.
Results:
- Increased program applicants by 234%.
- Increased YOY site traffic by 512%.
- Winner: Best Social Media Campaign for a Non-Profit at the 2015 Sockies.
- Finalist: Best New Website and Best Social Media Campaign at the 2015 Cork Business Awards.
Marcela Ricci 