For 5ironCyber, active threat response became the organizing idea. A one-page strategy connected the story, value proposition, voice, and visual system.
View the 5ironCyber project
Work completed while employed with d2
Design work by Michael Sebastian while at d2 Digital Designs.
Your team keeps rewriting the explanation, buyers compare you on price, or the company has changed faster than the story.
The business gets one position and a message people inside and outside the company can repeat.
A written positioning report. Larger scopes can add voice, narrative, naming, and the identity system.
Founder and operator interviews, the language you use now, and whatever customer or market evidence already exists.
We start with the business, the alternatives buyers consider, and the evidence behind your offer. Positioning gives the team a reason to choose one message and stop rewriting the rest.
Ask someone who has not seen the service page to read it. Ask them to explain who the service is for, what the work produces, what their team contributes and what they could do next.
Record their answer rather than explaining the page for them. If they describe a different service, revise the wording or structure and try again. Visual recognition and understanding the offer need separate checks.
Build the message around the moments buyers need you: a site that leaves them unsure, software they barely use, or an offer they cannot explain. Give each situation an answer that makes sense on its own.
Ehrenberg-Bass describes category entry points as cues people use to recall brands in buying situations. Its B2B research offers a useful way to think about the circumstances in which buyers should remember a business. It does not establish that publishing a particular article will cause sales or ChatGPT recommendations. B2B category entry points.
For our content planning, we recommend naming those circumstances in ordinary words: “We bought the software but barely use it,” or “Our website leaves buyers unsure which service fits.” Each answer should make sense when someone encounters it on its own.
Memory over time needs its own observation. A reader's immediate explanation of a page does not show that they will recall your business when a buying need arises later.
The single piece of ground only you can stand on. We articulate why you matter in a way that moves the decision, not just the impression.
A voice system your whole team can write in: cadence, lexicon, the lines you'd never say. Every touchpoint sounds like one person.
Names that hold up, and a modular tagline system that flexes by context without losing the thread.
A story spine that turns scattered claims into one argument a stranger can repeat.
Who you're actually for, in their words. We pressure-test assumptions against how your market really talks and decides.
Where the category is crowded and where it's wide open. We find the lane that's yours to take.
We examine your offer, the alternatives buyers consider and the evidence behind it. Founder and operator interviews, customer questions and the language you use now help us develop a position and messages your team can use.
If buyers struggle to understand the offer, work on positioning. If the offer is clear but people disappear between a campaign and follow-up, examine that path first.
A written positioning report. We agree which supporting work belongs in the project, such as voice, narrative, naming or an identity system, before work begins.
Bring your current offer and messages, customer questions, relevant sales or market evidence, and access to the founder and operators who know the business. Agree who can check the facts and approve the direction.
No. You can enquire directly about a defined strategy project. Brand Therapy is optional when you want help understanding the problem before deciding what work to commission.
Scroll across to compare every package.
Brand Strategy & PositioningBrand strategy built from diagnosis, not templates. | $2,500 For founders who want the diagnosis first Delivery: 2 weeks | $5,500 For brands ready to activate the strategy Delivery: 1 month | $12,500 For brands that want the full system built Delivery: 3 months |
|---|---|---|---|
| Diagnostic interviews (Brand Therapy) | Included | Included | Included |
| Positioning report | Included | Included | Included |
| Voice system (cadence, lexicon) | Not included | Included | Included |
| Narrative and messaging spine | Not included | Included | Included |
| Naming and tagline system | Not included | Not included | Included |
| Visual identity + brand guidelines | Not included | Not included | Included |
| Day-14 go/no-go checkpoint | Not included | Included | Included |
Brand strategy built from diagnosis, not templates.
For founders who want the diagnosis first
Delivery: 2 weeks
For brands ready to activate the strategy
Delivery: 1 month
For brands that want the full system built
Delivery: 3 months
Bring the language your team keeps rewriting. We will find the decision underneath it and the position only your business can hold.
