Holistic branding and positioning across digital touchpoints.
Africa Ventures Advisory helps European companies successfully expand into African markets, and supports African entrepreneurs in building sustainable, scalable ventures from the ground up.
AVA needed an online platform that clearly communicated their unparalleled value: they aren’t just consultants, but long-term partners dedicated to their client’s growth.
When the AVA team came to us, they needed help with:
Unclear brand identity and messaging.
The firm was struggling to articulate its value proposition and differentiate itself in the market.Confusing brand architecture.
The firm had three different brands/initiatives, with no clear hierarchy or relationship between them. This created confusion about what the company actually does and who it serves.Multiple customer segments without clear positioning.
At least three distinct client types were being served who weren’t clearly segmented or addressed on the website and in marketing materials.Rapid growth without supporting infrastructure.
The team grew from 2 to 10 people in one year. They needed to be equipped with consistent messaging, materials, and branding so they could represent the company cohesively.Strategic timing need.
The upcoming G20 summit presented critical opportunities to position the company for thought leadership. The team felt hampered by a lack of professional branding prior to the event.A website that didn’t reflect their capabilities.
Their website didn’t effectively communicate their services, showcase their media appearances, or capture client testimonials that could resonate with potential customers.
I collaborated with Karina Weber of The Brand Architect to address all six of these challenges.
PROJECT GOALS
A digital presence that authentically reflects AVA’s mission, builds trust, and attracts the right opportunities.
A clear, easy to implement online marketing strategy
PROJECT TYPE
Custom Engagement &
Collaboration with The Brand Architect
SERVICES PROVIDED
Brand Strategy
Messaging & Copywriting
Logo and Brand Design
Custom website
Online Marketing Strategy
WHAT WE DIDThrough deep dive interviews, competitive analysis and a marketing strategy workshop here’s how we solved Africa Venture Advisory’s challenges:
This included the following activities:
→ Brand Strategy. Through a series of deep dive brand interviews Karina developed a comprehensive strategic brand document. The strategy included a clear positioning statement, clarified client segments including detailed profiles of each customer avatar, a mood board and key visual brand elements.
→ Case Studies. We recognized the best way to clearly tell the Africa Ventures Advisory story and showcase their diverse and unique offerings was to create case studies around touchstone projects.
→ Rapid website development. We rapidly designed and soft-launched a new site complete with 10 case studies which we recognized was the most impactful way to showcase AVA’s diverse and unique offerings. We were able to work on small refinements and fully launch well ahead of the G20.
→ Full Visual Brand Extension. Building on the brand strategy I worked to create a new logo, a visual brand kit with templates and a thoughtfully curated stock library of over 20 on-brand images.
→ Digital Marketing Strategy. We identified key business and marketing goals and the most relevant visibility channel to achieve them, and developed a corresponding content creation and publishing schedule.
→ Team Training. I worked with the team to develop a customized library of video tutorials so they could manage the website in house and develop any required marketing or social media graphics.
BEFORE
AFTER
THE RESULT“Happy and Proud”
We are not experts in this field and were frustrated with an unsatisfactory website that did not meet our standards.
We had a good feeling about working with you based on the approach, and the entire process that was presented to us in advance, and you built up a great deal of trust.
You asked us good questions and we always felt that you wanted to understand us, which is not easy. Now we are happy and such great branding and a website we’re proud of!