Jaquie Scammell

Brand Strategy

Setting the foundation for Jaquie to become Australia's leading voice in the business of service.

brand strategy / user profiles / brand positioning / goal prioritisation

The Opportunity

Jaquie Scammell is a speaker, facilitator and published author who educates leaders in business on the longterm impacts of instilling a positive service mindset in themselves, and in turn, across their organisation.

After 4 flat-out years of growing her practice and building her IP, she seeked my help to clarify her businesses positioning and craft a consistent brand experience.

The Impact

This collaborative brand strategy process sets the foundation for multiple years of focused business, design, and marketing efforts.

From something as seemingly simple as a choice of brand colour or font, to as complex as a new website - all of these decisions have stemmed from this strategic foundation.

"Yianni helped me leverage my IP and become incredibly easy to buy.

Through his brand strategy process, we now have a clear understanding of our ideal customers and exactly what we need to do to satisfy them. As a team, we spend less time and money on what ‘might’ work, and more on what we know will work."

Jaquie Scammell
Founder & CEO

Developing Brand Strategy

Collaborative Discovery

Over a two-day session with Jaquie and her team, we surfaced the challenges the organisation faced. In the process, we prioritised the needs and goals of the business and its customers.

This work has become the foundation for multiple years of focused business, design, and marketing efforts.

Every year we get together to re-evaluate our Users and Goals to make sure we're still focusing our time, energy and resources in the right way.

Understanding The Users

Knowing Jaquie's ideal customers was key to positioning the brand correctly and gave us the ability to prioritise high value business objectives.

For Jaquie, we created 3 distinct user profiles to represent her main customer archetypes. This painted a clear picture of their demographics, psychographics, challenges and needs.

The Seeking CEO
The Stealth Strategist
The Influenced Event Organiser

The Seeking CEO
The Stealth Strategist
The Influenced Event Organiser

The Seeking CEO
The Stealth Strategist
The Influenced Event Organiser

Defining The Brand

Through a series of exercises in the workshop, we were able to extract and refine the key pillars of the brand.

Having clearly brand attributes, we can confidently craft how we look, feel, and act as a brand.

This defined the brand’s personality: how it should look, feel, and act.

Having clearly brand attributes, we can confidently craft how we look, feel, and act as a brand.

Laser-Focused Positioning

By understanding who, how and why Jaquie serves, we created a positioning statement to act as the foundation for creative decision making when building her brand.

The video below, with creative direction by Dave Dixon, embodies this statement and serves as introduction to new customers.