Brand Strategist and Consultant

Dumele, a tech startup focused on revolutionizing industries with AI and LLM technology, needed a strong brand foundation that clearly communicated their mission, vision, and unique value proposition. While the creative team had a strong sense of the brand’s core values, they needed guidance in fine-tuning the language and story to resonate with their target audience. I worked with them to craft a clear, compelling brand story, create concise mission and vision statements, and refine their brand positioning to help them stand out in a competitive market.

Mission Statement

Brand Strategy

Corporate Identity

Brand Positioning

Brand Development

Dumele is a dynamic tech startup leveraging AI to transform industries, with a unique focus on African innovation and global impact. They sought to articulate their mission more clearly and ensure their messaging resonated with the right audience.

The creative team at Dumele had a strong internal understanding of what the brand stood for, but needed support in refining how that vision was communicated to the world. They knew they were creating cutting-edge technology, but the language they were using didn’t quite capture the full scope of their unique positioning. They needed help in fine-tuning their brand story to make it clearer, more resonant, and concise. Additionally, while their mission and vision statements were there, they lacked the clarity and depth necessary to communicate their value proposition to the market effectively.

The company’s unique positioning—blending innovative technology with an African-driven perspective—was at the core of their identity, but wasn’t fully fleshed out. The challenge was to bring that vision into focus and make it more compelling for their target audience.

The key insight was recognizing that Dumele’s brand wasn’t just about their technology—it was about the social impact they aimed to create by leveraging AI to push industries forward, all while celebrating African innovation on the global stage. This unique perspective needed to be at the heart of their messaging, as it would not only differentiate them from competitors but also connect emotionally with their audience.

Dumele’s audience was a mix of:

Tech innovators and decision-makers in industries like AI and digital transformation.

Investors looking to back the next big thing in tech.

Global leaders who embrace innovative and socially conscious technology.

The brand needed to speak to these key groups in a way that resonated with their professional ambitions, values, and the potential for global impact.

The strategy involved a deep dive into Dumele’s core values and the story they wanted to tell. We started by clarifying their mission and vision statements, ensuring they communicated the company’s impactful goals and vision for the future in clear, inspiring terms. We refined their brand story, making it succinct and authentic, while ensuring it spoke to their target audience’s values and aspirations.

We then worked on positioning Dumele as a leader in tech innovation, with an emphasis on social good. This allowed them to differentiate themselves in the competitive AI market by focusing on their commitment to both innovation and community impact.

Throughout the process, I worked closely with the creative director and marketing team to ensure consistency across all elements. We collaborated in iterative cycles to refine the narrative until it felt just right.

Throughout the project, I leveraged both my strategic thinking and creative storytelling skills. I facilitated clear communication with the creative director, designers, and marketing team, ensuring we were all on the same page. The work culminated in a brand message that was not only authentic but also engaging, setting Dumele up for long-term success.

Initial Consultation: We started with deep-dive calls with Dumele’s leadership team to understand their vision, values, and goals.

Discovery and Research: I reviewed existing brand materials and market research to understand the current state of their messaging and audience perceptions.

Brand Story & Messaging Refinement: After identifying gaps, I worked closely with the team to refine the brand story, ensuring it was clear, concise, and emotionally compelling.

Development of Mission & Vision: Together, we crafted clear mission and vision statements that aligned with Dumele’s innovative approach and global impact.

Brand Positioning: We worked on articulating Dumele’s unique positioning in the market to make sure it stood out to investors and tech leaders alike.

Collaborative Review: With the help of the marketing team and designers, we made adjustments based on feedback, ensuring every element fit seamlessly within the brand narrative.

Final Deliverables: After multiple rounds of revisions and refinement, the final brand strategy included the Mission Statement, Brand Story, Positioning, and Brand Messaging Framework—all ready to support Dumele’s go-to-market efforts.

This project reinforced the power of authenticity in branding. It taught me how important it is to tell a story that’s not only compelling but also true to a company’s core values. It’s a lesson I carry forward in all my future projects—ensuring that every brand I work with stands out with a message that truly reflects who they are and what they stand for.

The outcome was a comprehensive, compelling brand strategy that clearly articulated Dumele’s mission and vision, while effectively positioning them as a leader in the tech space with a unique focus on African-driven innovation. With a refined brand story, their messaging now resonated with the right audience—investors, tech leaders, and innovators alike. The mission and vision statements became the backbone of their internal and external communications, while the brand positioning helped Dumele carve out a distinct space in the competitive AI market.