Dazlab was operating in a mature and highly competitive category when they engaged me to create an effective brand strategy and go-to-market architecture.
I worked from diagnostics through to strategy and identity, using market research and customer interviews to clarify what truly differentiated the business and design a go-to-market system capable of sustaining growth.
Once the strategy was defined, I ensured it was expressed clearly across positioning, narrative, and brand expression.
The outcome was a comprehensive, detailed brand system designed to attract the right attention and support growth.
The impact included:
- A sharper, more differentiated position in a crowded market
- Cost-effective go-to-market architecture that supported scale
- Increased inbound interest and lead quality
- A clear brand narrative that cut through category sameness
- Alignment between strategy, messaging, and brand expression
- Greater confidence internally around how the brand showed up
- Consistency across touchpoints and go-to-market execution
With a cohesive brand system and go-to-market architecture in place, Dazlab was able to compete more effectively and attract demand rather than chase it.
