Uncovering Unique Value in a Highly Competitive Field
Building a Next-Level Brand
Overview
Uncharted Way provides executive coaching and culture transformation strategies to create the most engaged places to work. I collaborated with Uncharted Way’s founder and CEO, Meridith Marshall, to take the fast-growing company’s brand and marketing strategy to the next level.
Main Objectives
Create a cohesive brand and marketing strategy
Implement a website refresh, focusing on content and design
Create a two-pronged service focus
Create a unique value proposition
Develop a LinkedIn content strategy
Services Provided: Brand Strategy Development (Brand Values, Competitive Analysis, Target Audiences, Brand Voice, Brand Positioning), Copywriting, Website Content Strategy and Implementation, LinkedIn Content Strategy
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Brand Elevation
Meridith Marshall, founder and CEO of Uncharted Way, is a leadership expert who takes a human-centered approach to executive coaching. Having led multi-million and billion-dollar initiatives, she draws upon her seasoned experience to assist clients in navigating complex decisions. The executive coaching space is highly competitive, so Meridith hired me to elevate Uncharted Way’s brand and positioning.
To kick off this project, I conducted an initial discovery to form brand values and identify target audiences. I also executed a competitive analysis to better understand how Uncharted Way could set itself apart from the crowd:
Highlight Meridith’s unique skill set: In addition to being a CPCC Certified Co-Active Professional Coach, Meridith is also a therapist with an MBA. She leverages her therapeutic skills to understand the pulse of organizations while navigating business landscapes.
Specialize services: Focusing on services to grow her business instead of a wide range of options to highlight deep expertise, differentiation, and streamlined messaging.
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Website Refresh
After establishing Uncharted Way’s brand strategy, I partnered with Meaghan McFarland, a brilliant designer, to refresh Uncharted Way’s website. I crafted copy that exemplified Meridith’s unique edge as a therapist with an MBA. This included two key taglines: Therapy Insights for Business Success” and “Data-Driven and Human-Centered.”
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Services with Solutions
I also worked with Meridith to narrow down her wide range of offerings to two primary services: executive coaching and culture transformation. For each service, I wrote copy that addressed client needs and critical differentiators to build trust with audiences. Meaghan created stunning visuals to increase brand recognition and create emotional connections with users.
Legacy Website
What it Lacked
The “coaching” copy on the legacy website was generalized and didn’t discuss the benefits of Uncharted Way’s approach. It also included stock imagery that didn’t evoke a human connection.
Redesign
What it Gained
Personalized copy and visuals focusing on the comprehensive and tailored executive coaching process.
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Services in Action
For culture transformation, building a landing page that differentiated Uncharted Way’s partnership style and creating a case study highlighting an organization's success was crucial. In today’s marketing landscape, testimonials are worth much more than what a company has to say about themselves.
I wrote the case study to exemplify Uncharted Way’s successful partnership with the Y, including data and results contributing to the organization’s employee engagement.
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LinkedIn Content Strategy
In addition to the website refresh, I worked with Meridith to identify the impactful social platform to focus on for her business: LinkedIn. LinkedIn focuses on networking, building careers, and sharing thought leadership. It’s also great for B2B marketing, perfect for Uncharted Way. Meridith is a leadership expert, and creating content highlighting her unique skillset as a therapist with an MBA was crucial.
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Results
Over the past year, Meridith’s LinkedIn presence has strongly resonated with audiences, culminating in a 1,900% increase in impressions and a 2,672% increase in engagement. These results demonstrate her content effectiveness in capturing attention and fostering interactions. Plus, these are quality interactions—shares and meaningful comments that spark conversations.
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Testimonial
"Krisi transformed Uncharted Way's brand strategy to help us stand out in a competitive landscape. She combines razor-sharp expertise with thoughtful collaboration and care. I would recommend Krisi to any business looking to level up their marketing and brand strategies!"
-Meridith Marshall, Founder & CEO of Uncharted Way