Brand Positioning and Content Strategy Project

The main issue: weak positioning.

Suggested approach: E&P Group is a leading expert in market entry into Uzbekistan for companies from Western and Central Europe (this can be further refined if needed, for instance, focusing on the DACH region, which would feel organic).

At the moment, the description is very vague (e.g. “network of independent companies,” “former Soviet Union”), which does not add any meaningful value to potential clients.

References to the USSR/Russia should be removed from the core positioning. This background can be used selectively, while the main emphasis should be on the fact that you have been in the market for 40+ years and have case studies with global brands.

What is important for a client to hear about the company: We are a consulting firm with unique expertise and a reliable local partner. We have been working with major European brands in FMCG since 1982. We specialise in Central Asia and support companies entering the Uzbek market.

Do not add anything unnecessary to the company name. What matters - stress it in the sections below, keep Eckstein & Partner Group (E&P Group) as is.

The subheading should give a clear and concise understanding of who you are and why the reader should continue reading right to the About section.

Example: Your Trusted Legal & Tax Consulting Partner in Central Asia since 1982.

!!! Do not ignore the Featured section. This is where you can add media, such as a short intro about the company. Ideally, you should include 3-5 case studies that clearly showcase (read: sell) your expertise.

The service descriptions are too generic. Phrases such as “Legal-accounting-tax support” do not communicate any real value nor differentiate your company.

Overall, the page feels empty. There is no cover image that works toward positioning and promotion.

Draft design brief for a designer

Visual concept:

A map of Europe and Central Asia. Highlight the cities where the company has its branches: Rorschach (Switzerland), Berlin (Germany), Nice (France), and Moscow (Russia). From each of these cities, a line leads to Tashkent (Uzbekistan). Near each city, one client brand logo can be placed (Nestlé, Sulzer, Bühler, etc.) in case you have a relevant case in that country.

Since the visual will be displayed differently, depending on a device, it makes sense to place the text and/or logos in the central area, here’s the source: https://www.linkedin.com/help/linkedin/answer/a563309/image-specifications-for-your-linkedin-pages-and-career-pages?lang=ru

Cover image size: 1128 × 382 pixels (W × H)

Format: .PNG or .JPG

Page URL: /company/e-p-group

Additional note: The headquarters in Tashkent, right?

Revise the company description professionally. Currently, it is too focused on post-Soviet countries and mainly Russia, which creates a misleading impression given your location in Switzerland.

For example, you could start like this:

Eckstein & Partner Group is a premier consulting firm. Since 1982, we have been providing seamless legal, tax, and accounting support for multinational corporations. We understand the nuances of entering CIS markets and assist Swiss enterprises seeking new opportunities in the post-sanctions era.

Then briefly outline your services: Full-Cycle Legal & Tax Advisory, Accounting & Payroll, Operational Support

Follow with your key differentiators under Why Choose E&P Group (e.g., “In 1986, we helped [Company] open their first office in Moscow”).

CTA suggestion: Ready to explore Uzbekistan’s potential? Let’s discuss your expansion strategy. Visit our website to learn more or contact our sales team below.

Specialties: Remove irrelevant buzzwords, e.g. Personalvermittlung, Partnervermittlung, Immobilienvermittlung (these do not align with corporate clients such as IKEA or Novartis). Instead, use relevant ones such as: Market Entry Strategy, Legal Consulting, Company Registration, Investment Consulting, Tax Optimisation, International Business, Corporate Law, and Sanctions Compliance.

Keywords are important for improving search visibility for your services, so it’s better to integrate them naturally into the description.

All content should resonate with your target audience’s needs, e.g. CEOs, CFOs, and Legal Directors of large multinational companies. The language should be professional, with a strong focus on benefits, time saved, risk reduction, revenue growth, operational efficiency, etc.

Brand narrative:

The story of Karl Eckstein, Nestlé, and helping companies enter the USSR market is a ready-made legend that builds trust. Posting in both English and German is ok, if targeting the DACH region, German is a priority.

Content strategy:

70% Growth – e.g., “How we helped an international pharma company register its subsidiary in Tashkent within 45 days.”

20% Loyalty – conferences attended, new office openings, team milestones, anniversaries, etc.

10% Service updates or relevant news – changes in Uzbekistan’s Tax Law, new types of legal entities, registration timelines, guides on tax incentives.

Posting frequency: 3- 4 original posts per week is sufficient to maintain visibility and authority.

Potential topics for the company’s first posts:

Stories from the 80s: How we brought Nestlé to the Soviet Union

The Silk Road 2.0: What are the biggest concerns about expanding to Central Asia?

New Sanctions, New Rules: Alternative markets for European businesses

Urgent (can be done in one day):

Upload a new cover image.

Rewrite the About section.

Tasks for the week:

Add materials to the Featured section (presentation: Why Uzbekistan? A Guide for European Investors + company intro video).

Prepare a content plan for the first month.