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Brand & Positioning

Making the brand match what the business actually is

Four repositioning projects where the brand was saying something the business had outgrown. Rebrand, brand architecture, and value proposition work across finance, education, healthcare and SMB.

+32%Brand recognition
+16%eDM click-through
4APAC markets unified
−50%Marketing cost

Selected work04 projects

From business broker to licensed asset manager

Bridgeway Prime Shop Fund · 2015–2017 · Hong Kong

An SFC-licensed firm was still read by the market as a mass-market business broker while raising from high-net-worth individuals and professional investors. The brand said one thing and the licence said another. I rebuilt the brand around the investment proposition rather than the transaction, then ran a co-marketing campaign with Monopoly that put the name in front of a far wider audience than a young finance brand could reach alone.

+32%Brand recognition
USD 6MPortfolio positioned
HKD 1.3MAvg. monthly media value

Premiumising a top-15 global MBA

HKUST Business School · 2014–2015 · Hong Kong

A programme ranked Asia’s number one and global top 15 was presenting itself in materials that did not match that standing. I led the rebrand hands-on across direct mail, email, website, landing pages and print, which kept the positioning consistent at every touchpoint rather than only in the brand book.

+16%eDM click-through
Asia No.1FT ranking 2010–15
5Channels rebranded

One brand across four markets

ProHealth Asia · 2017–2019 · HK, SG, PH, India

Eight premium physiotherapy clinics in four markets, each marketing itself independently, with no shared brand and duplicated cost across all of them. I centralised brand and marketing across the group so every clinic drew on the same identity and the same systems.

8Clinics unified
4Markets
−50%Marketing cost, revenue up 10%

Repositioning SMB value propositions

Yours Sincerely · 2024–present · New Zealand

SMB clients in hospitality, health and fitness, and beauty, most of them competing on price because nothing else about them was legible. Each engagement started with a repositioned value proposition and a design system, built before any campaign spend, so their communications stayed consistent after I stepped away.

Brand + systemDelivered end to end, solo
3Sectors

“With her background on design and trend forecasting, she excelled exceptionally well driving our rebranding project. I was impressed by her pro-activeness and eagerness to drive excellence.”

If any of this looks like a problem you have, let's talk.

Open to senior marketing roles in New Zealand, and to consulting engagements through Yours Sincerely.

Email me at clova@yourssincerely.nz Read recommendations on LinkedIn