Brand Messaging and Strategy System for a Growing Startup

Led a comprehensive brand strategy engagement to clarify identity, voice, and positioning for a growing startup within the SBA lending industry. With no prior messaging foundation, I built a framework designed to scale with the company’s growth, align internal teams, and drive external impact.

Crafted a full brand story and messaging guide, including mission, values, differentiators, tone of voice, core message, value props, key talking points, and potential taglines.

Developed a 3-month content strategy with clear content pillars mapped to the customer journey, enabling consistent execution across social, email, and blog.

Designed a foundational drip campaign to move prospects from awareness to interest, aligning copy tone with the brand’s new voice and positioning.

The final deliverable helped the team align sales, marketing, and leadership with one clear voice and confidently launch new outreach campaigns.