This step looks at how a company should speak to its customers. It looks at what tone of voice to adopt and, even more importantly, what messages to avoid. All the previous steps feed into this section, ensuring that all communications are in line with the chosen strategy to avoid confusion or overly complex messaging.

During this stage, Jenny digs into the highly critical question of “what do you want to be famous for?” This is also referred to as the USP (Unique Selling Point) of any service or product. Given that the average customer is exposed to 20,000 marketing messages a day, clearly positioning a brand is crucial to avoid wasting resources and causing confusion in the market.

“Jenny has a great understanding of Beyond’s customers and the journey that they take.

This combined with her approach to get work done in a timely fashion makes her a real asset”

Rory Finegan, founder Beyond Accounting

“Jenny overhauled the work we were doing in Musgrave with her contribution

to the branding work done on the Centra brand.  She is a real professional.”

Anne Dunphy, former Marketing Director Musgrave

We have become famous for our new brand Dorian Black.

Jenny helped us to develop and bring this concept to market”

Cathy Coghlan owner of Dorian Black, men’s suits retail and online outlets

“Jenny implemented a marketing programme into our stores and brand

that made a real difference to our strategy and in store operations”

Paul Fitzgerald, Owner Pelco Retail Outlets