Case Study: Straight Up Marketing
Setting a new business up for success from day one
Services: Brand Language, Brand Content
The Challenge
Straight Up Marketing is a customer-centric marketing consultancy founded by integrated marketing executive Beverly Debolski. After years of leading marketing teams at companies like Autodesk and EO Products, Beverly decided it was time to take her customer-first approach to a wider audience.
Beverly came to me looking for a partner to help her develop the copy for her new company’s website and her personal LinkedIn profile.
The Path
As we started developing copy for the website’s foundational pages – homepage, about, and services – we quickly realized that there were some strategic questions that needed to be answered:
What is Beverly’s identity as a marketing consultant?
What does she stand for and why?
What unique value does she provide? What problem does she solve for clients?
And how does that get expressed – what is her brand voice?
Page by page, we worked through these questions, figuring out just the right positioning, narrative, and tone that felt true to Beverly and her road-tested marketing approach as well as the right website content to effectively and creatively tell her story.
With the strategic questions answered and the brand language dialed in, we developed a collection of uniquely Straight Up case studies and a new narrative for Beverly’s LinkedIn profile – one that positioned her as a generous trusted resource and champion who will always tell it to you “straight up.”
“From the high-level homepage to the intricate case studies, Tavaner not only precisely conveyed what I wanted to communicate, she also helped me clarify my identity, or brand, as a professional and transformed that into a clear, effective and compelling story. Tavaner brought something special to the work that was more than I could have imagined for myself. As a result of our work together, I feel even more confident and grounded as I build and grow Straight Up.”
— Beverly Debolski
The Result
Three years later, Beverly’s brand story still resonates, keeping her grounded and focused as her business grows and evolves. She regularly gets positive comments on her website from colleagues and potential clients as it communicates her value proposition in a way that they quickly understand, offers in-depth case studies, and clearly tells a cohesive and compelling story.