• Brand-Profiling-Positioning

Brand Profiling & Positioning

Clarifying how an organisation or brand should be understood, differentiated and positioned—internally and externally in the market to ensure growth.

Brand profiling and positioning is the process used to influence customer choice. It’s about aligning internal and external interpretation of your organisation or offering (product or service) to strengthen your organisational coherence and drive consistent growth. It’s the system used to make your brand highly visible, different, memorable and much liked by your ideal target customers.

A business without customers in no longer a business. The strategic distinction, development and consistent deployment of your brand strategy is about winning and keeping customers. It’s about influencing choice. That starting point is your brand profiling and positioning.

How Markets Reflect Leadership Decisions

Brand as Leadership Architecture

The key reasons for brand profiling and positioning a business, organisation, product or service properly are:

  1. To create memorable distinction, difference and convey value
  2. To create consumer recognition and trust
  3. To build brand loyalty
  4. To increase sales and profitability
  5. Creates sustainable competitive advantage
  6. Reduce margin erosion and commoditisation
  7. Leverage new product introductions
  8. Create a valuable IP (intellectual property) asset when seeking investment or selling a business

  

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Brand Strategy
Brand Strategy Leadership Programme
 
 
Brand Identity
  • Leadership Friction Brand as Leadership Architecture

What is Brand Profiling and Positioning?

A strong brand makes it clear to both you and your customer what you have to offer and why that matters to them. The most successful organisations or brands create a special relationship with customers based on intangible qualities that evoke strong emotional responses in their customers.

These strong emotional responses are what enable you to build credibility, referral and repeat purchase—to get and keep customers. Brand profiling and positioning is the codifying process used to attract and retain your ideal customers—to develop those strong emotional bonds that underpin trust and loyalty.

The Persona Brand Leadership Framework™ is the system used to define how the organisation should be understood, to clarify strategic direction, reduce market ambiguity, and at its most fundamental, to attract and retain your perfect ideal customers because this is what builds highly visible, successful organisations, profitable businesses and brands.

Brand profiling and positioning involves a wide range of aspects but most importantly your brand is one of the key cornerstones or foundational pillars within your business structures. You start by evaluating and identifying your positioning, clarifying your core differentiators before articulating this through your value proposition all of which must be aligned with your business strategy to ensure an ongoing successful financial return. 

Robust brand profiling and positioning enables you to build successful organisations, profitable businesses and great brands:

  • It helps you build powerful and enduring relationships with your customers
  • It provides a solid basis for a successful organisation
  • It helps ensure that everything you do and say supports that relationship and encourages your ideal customers to make what you have to offer, their preferred choice over all other options
  • It’s the catalyst for being remarkable, talked about, different, distinctive and memorable to ensure your ‘offering’ and ‘what you stand for’ is successfully disseminated throughout the market place to drive growth

Brand Strategy Market Positioning Leadership Performance

Brand is Leadership Made Visible

Brand Performance Reflects Leadership

Positioning Often Weakens Gradually in Established Businesses or Organisations—Not Suddenly

Organisations and businesses do not loose market clarity or strong positioning suddenly overnight.

Positioning often weakens gradually as:

Eventually, the once clear brand profiling becomes blurred as the organisation becomes harder to clearly interpret—both internally and externally.

This is where strategic profiling and positioning work becomes very important.

Strategic brand profiling and positioning helps organisations clarify:

  • What they stand for
  • How they should be understood
  • Where they are differentiated
  • What signals should consistently reinforce that position across the market

Want to start a conversation about your strategic brand profiling, positioning, brand leadership or perhaps leadership alignment?

  1. Schedule an appointment — meetings are hybrid, in-person and/or online, depending on your preferences and location
  2. Let’s start with a diagnostic conversation
  3. Consider what you may need and what a customised plan could look like for you
  4. And perhaps implement the plan together
  5. Contact us: [email protected] or +35318322724
Contact Us Here

  • Strategic Repositioning and Leadership Alignment Work Case Notes Lorraine Carter

Brand Profiling and Positioning is Not Only a Brand Strategy or Marketing Exercise

Strong positioning affects more than communication.

It influences:

When positioning is unclear internally, inconsistency usually appears externally.

  1. Different departments begin describing the organisation differently
  2. Commercial priorities become harder to reinforce consistently
  3. The market receives mixed signals

This is why brand profiling and positioning work is closely connected to broader strategic alignment.

Want to start a conversation?

Email [email protected] or schedule a conversation here

  

  • Brand Performance Reflects Leadership

Signs Brand Profiling and Positioning May Need Strategic Review

  • Different teams describe the organisation differently
  • Customers understand only part of the organisation’s capability
  • Competitors are becoming harder to distinguish from
  • Growth has diluted strategic focus
  • Messaging has become inconsistent across markets or channels
  • The organisation is increasingly competing on price
  • Leadership ambitions are not clearly reflected externally
  • The market still sees an outdated version of the organisation

Want to start a conversation?

Email [email protected] or schedule a conversation here

Strategy does not usually fail at execution first.

It fails where leadership friction accumulates.

Strategic Positioning Comes Before Brand Narrative & Messaging

Messaging communicates a position.

It does not create one.

Without strategic clarity first, organisations often produce:

  • More communication
  • More campaigns
  • More messaging variation

without strengthening understanding or differentiation.

Strong positioning provides the strategic foundation that communication, brand expression and market activity reinforce consistently over time.

  

  • Executive Briefings and Advisory

Related Strategic Positioning, Brand Profiling & Leadership Alignment Case Notes

These strategic positioning pressures appear across very different sectors—from FMCG and heritage brands to technology, learning and technical B2B environments.

→ View Executive Case Notes

Examples of similar strategic positioning patterns can be seen across work with a select number of organisations including:   

→ EU Institution → when institutional clarity weakened across a complex multi-stakeholder governance system with competing interpretations and priorities

→ National State Education & Training Agency → when national strategy was clear but inconsistent regional execution weakened performance and stakeholder credibility

→ Established Professional Learning & Development Enterprise (20+ years) → when growth, legacy and portfolio expansion diluted strategic focus and reduced commercial clarity in a competitive market

→ International Technology SME → when rapid growth created competing priorities and required disciplined alignment on what to prioritise—and what not to pursue

→ Established Funeral Directors (20+ years) → when a strong business in a fragmented market needed clearer distinction

→ International High Net Worth Premium Yachting Business → when competing in a premium global market required stronger positioning and clearer differentiation to be meaningfully considered

→ FMCG Food company → when category sameness made differentiation commercially critical

→ Heritage Consumer Brands → when heritage still carried trust but relevance needed to be strengthened

→ Highly Engineered Technical Manufacturer → when technical capability was not clearly understood in the market

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Should You Use Brand Profiling and Positioning?

Every organisation or business has a brand at some level whether its strong or weak. In developing either a new brand or reassessing an established one to strengthen its strategic meaning, distinction and commercial differentiation it’s important to evaluate how the organisation or business is currently understood—to establish its real time baseline from which to make more informed decisions.

When you clarify the market interpretation of your organisation, the vision for the business into the future, and align that understanding internally and externally you strengthen your organisational or business foundations for success. The underlying map that provides that strategic positioning is achieved through your documented brand profile.

You should evaluate your brand profile and positioning whether you have a new business getting established or if you have difficulty in winning or keeping customers (or even attracting their attention in the first place).

Some of the typical reasons for engaging in brand profiling and positioning work are evidenced in the executive case notes mentioned earlier.

The most common recurring reasons are summarised here:

  • You have a strong product or service but are struggling to articulate its strategic distinction
  • Differentiation has diluted the perceived value of what you have to offer and you’re competing on price e.g. being dragged into price wars (where only the one with the deepest pockets can win)
  • Market interpretation is weak—competitors with functionally or technically weaker products or services have stronger value propositions with consistent communications that underpin well developed relationships with their customers—that outperforms you 
  • You have a strong well established brand and want to keep it that way—but relevance has started to erode so your existing profile and positioning no longer serves the purpose it was originally developed for (the market has moved faster than your organisation or business)
  • You are loosing business to the competition for multiple reasons but have not got enough clarity on the reasons why—even though you have a strong product or service

This is where the value in clarifying how you are understood, differentiated and positioned strategically really comes into its own because a robust brand helps you stand out in your market and stand up to the competition.

Want to have a diagnostic conversation?

Email [email protected] or schedule a conversation here

  • Brand-Strategy-Market-Positioning

What is a Brand Profile?

A brand is best understood as representing the relationship between a business and its customers, it’s an experience and emotional connection. It’s the reason why a person buys one product instead of another i.e. it’s what makes your brand the preferred first choice. Brand profiling is the process used to codify and map out your brand to stand out, attract your ideal customers and build a lasting relationship with them so you can grow your business.

People relate to other people (not with systems or organisations) and great businesses typically enjoy relationships with their customers that are experienced at both personal and professional levels. It’s what their customers remember and say about them. It’s what leads to lasting impressions, preferences and performance. 

In short, brands are the most effective way of cutting through the noise to reach people’s hearts and minds.

The purpose of a brand profile and positioning is to:

  • To identify your strategic distinction—differentiation 
  • To clarify and describe that narrative space (or story) between a business and its customers
  • To outline the role that the brand plays in that connection between what it offers and the markets’ interpretation of the offer
  • To make the organisation/product/service real, tangible, measurable, highly visible, likeable, defensible and unforgettable

The objectives for codifying your brand, also known as your brand model or brand profile, are so you have your own unique brand road map or blueprint to stand out and attract your ideal customers because this is what enables you to grow your business and command a premium.

The outcomes from this process provide the essential building blocks for your business and direction for:

  • Strategic direction for the marketing activities
  • Distinction within the business’s market
  • Inspiration for the creative delivery of the marketing messages

The challenge is to determine a position, role, personality and value proposition for the business brand model that will enable leadership teams, business owners, entrepreneurs and management to develop and play to their strengths and make that emotive connection with their customers. Their brand then speaks of the relationship between them and their customers and what they will do and say to build on it. 

 

Want to start a conversation about your strategic brand profiling, positioning, brand leadership or perhaps leadership alignment?

  1. Schedule an appointment — meetings are hybrid, in-person and/or online, depending on your preferences and location
  2. Let’s start with a diagnostic conversation
  3. Consider what you may need and what a customised plan could look like for you
  4. And perhaps implement the plan together
  5. Contact us: [email protected] or +35318322724
Contact Us Here

The Deliverables from Brand Profiling and Positioning Work

A brand profile or model and strategic market position gives you the following:

1) A clear understanding and expression of what the organisation offers, how the business delivers it and what it means for your customers, partners, stakeholders and key audiences i.e. the strengths of the brand, how to play to them and where to position the brand in the territories where the business operates.

2) Clarity on your market distinction, organisational meaning and competitive differentiation with effective alignment internally and externally, so organisational coherence strengthens and teams are able to execute confidently.

3) Key strategic do’s and don’ts for brand narrative, behaviour and communications that will enable the planning of brand activities, launches and communications congruent with core brand signature and character as part of the business development strategy.

4) A basis on which to design and develop the brand identity and all the visual communication and creative requirements, such as brand name, brand identity, advertising, brand packaging, collateral and website etc. 

 

Key Benefits

Typically a you can expect:

5) A clear sense of where you stand in your markets and what works best for your brand, particularly in terms of how to define, develop and grow your business, and describe what it does in a way that makes sense for your customers and partners.

6) A distinctive framework to enable you to establish a strategic and defendable positioning in the market(s) where you operate.

7) A robust and objective basis for strengthen brand leadership coupled with planning the management and design of activities required to achieve your brand and business growth objectives.

  • Rebranding-Brand-Revitalisation-Strategic-Repositioning-Lorraine-Carter

What is Brand Positioning?

Positioning focuses on the perceptions of the prospect not on the reality of the brand. To succeed in our over-communicated society, a company must create a “position” for their brand, be it product or service, in the prospect’s mind. A position that takes into consideration not only its own strength and weaknesses but those of its competitors as well.

Positioning is not what you do to the product or service; it’s what you do in the mind of the prospect. In a rapidly changing world of endless choice, positioning is how you clearly differentiate your brand in the mind of your customer to assist choice.

Positioning is used to compensate for the endless information overload experienced by consumers in their daily lives by using an oversimplified message to cut through the clutter and get into the mind. In essence, it’s the defendable commercial differentiation upon which the brand message or story is built. Historically some of the most successful brands have stood out for simple but extraordinary ideas e.g. FedEx – parcel delivery, Google – internet search, Red Bull – energy drink, Volvo – safety, Tiffanys – expensive luxury, Wal Mart – cheap, Ballygowan – water.

Customers select brands based on how it meets their needs, its position in their minds and whether the brand aligns with how they feel about themselves. Brands help define who we are.

Brands that try to attract everyone end up appealing to no one and when a brand no longer stands for something clearly identifiable or defensible, it loses its power. Therefore positioning must be strategically focussed in its objectives, on its target market and what meets their specific needs to be successful.

Clarity

Judgement

Trust

What Brand Profiling and Brand Positioning Entails

Taking a business’s current position as a starting point, we survey the market-space where they plan to do business and identify a position and approach to business that will stand out from the competition now and into the future.

Our role is to guide leadership team, business owner, entrepreneur and your management team in your choice of position; yours is to direct the brand, manage business growth and protect this key asset by taking actions that carefully match your position and offering with what your customers want and need.

A well-managed and well-protected brand quickly becomes the most valuable intellectual property asset in a business and adds significantly to the commercial value of the business whether you pass it on as a valuable legacy or sell it for millions or seek further investment in it.

There are typically five initial aspects that should be reviewed to start with including:

1) Research the business’s current market, competitors, trends and NPD opportunities

2) Develop the brand profile, model and position

3) Develop the communications strategy 

4) Develop the brand identity

5) Develop the appropriate brand marketing collateral (packaging, print collateral, website, online/offline promotional campaigns, advertising etc.)

At the end of the full process the leadership team should have clarity around:

  • Where they stand in their markets
  • How well they are aligned internally and externally
  • What works best for their brand
  • How to define, defend, develop and grow their market
  • How to leverage the brand to generate a profitable return consistently
  • How to strengthen commercial differentiation to sustain a competitive edge
  • How to lead and direct their teams with a consistent strategy across multiple jurisdictions
  • How to improve decision ownership and organisational coherence

  • Brand-Audit-Strategic-Review-and-Repositioning-Lorraine-Carter

What Makes up a Brand?

Branding is made up of tangibles and intangibles. The tangible aspects are the functional characteristics of a brand, the unique and identifiable symbol, association, name or trademark which differentiates competing products or services.

A logo in itself is not and never will be a brand. It is simply an icon that indicates its existence, a system used to indicate a clear and consistent voice for your product or service. It doesn’t change who you are; it just provides a visual link that can express how you are perceived by others. Your identity in conjunction with your brand helps people understand who you are and what you offer. 

The intangibles aspects, arguably as important or in some cases more important, are the emotional characteristics of a brand which is the sum of an organisation’s attributes including it’s; name, history, reputation, personality, culture, full sensory customer interaction or experience, packaging and advertising, in short all forms of communication. 

A brand can be described like a living entity in the sense that all touch points, both physical or the more elusive sensory or cultural experience, must be congruent with core brand values and positioning. Being a familiar name takes you miles closer to closing a sale. People like to buy from companies they’ve heard of. They make decisions, rational and irrational, based on emotional connections.

People are the critical wild card in the transaction process because they can be unpredictable and irrational. Do they like somebody or not in order to do business with them or buy from them, assuming the product meets the basic prerequisites of functionality, market need, quality and service. These intangibles can never be under estimated and should be carefully managed and nurtured. 

Contradictory as it may seem building a strong brand is both an art and a science, and therein lies the challenge. Branding is a complex process. It’s not just a logo, advertising, websites, brochures or packaging.

It’s highly strategic and should always be driven from leadership level.

It’s market distinction, cultural and multi-sensory experiences, stories that spread, its editorial content or blogs, it’s high-quality videos and engaging informal clips, it’s company events, seminars or trade show presence, it’s clever direct mail communications and point of sale. It’s creating movements, using engaging humour or emotion and surprising people, it’s the brand ambassadors of your company, how your executive team leads and shows up internally and externally, staff engagement, how the people representing an organisation dress and behave, communicate and represent the brand, it even includes sound, vocal intonation, interactions and facial expressions. 

When someone stands up in front of a crowd at a political rally, in a seminar or in a church, they’re marketing their brand. Politicians and celebrities market their brand offering every time they speak up at a press conference or in an interview. Clever branding delivers consistently across all communication channels, amplifies brand personality, reinforces confidence and converts clients and customers into loyal advocates while building even stronger emotional connectivity every day. 

 

About Lorraine Carter

Lorraine Carter is a brand leadership and leadership alignment practitioner, advisor, speaker and fractional or portfolio executive whose work sits at the intersection of strategy, leadership alignment and commercial performance.

With more than two decades of hands-on experience in Brand Leadership, Lorraine’s Brand Profiling, Strategic Positioning and Leadership Alignment work has evolved directly from what she has repeatedly observed across organisations in multiple jurisdictions: markets often reflect leadership decisions before leadership teams fully recognise their effects.

Those insights have shaped a body of work that connects external brand performance with the internal leadership dynamics that influence clarity, judgement, momentum, execution, trust and commercial results. Performance in both brand and leadership contexts ripples through the whole organisation internally, along with stakeholders and external markets, so both are intrinsically tied together because Brand is Leadership Made Visible.

Lorraine works with leaders at strategic inflection points—such as strategy change, repositioning, growth complexity or leadership misalignment—where acceleration has outpaced clarity and relevance, judgement, trust and leadership authority are under pressure. The focus is often to identify where strategy is slowing from the inside, where judgement and ownership are weakening, and where organisational friction is beginning to affect performance. Her work bridges brand leadership, strategic clarity and leadership-system diagnosis, giving organisations a more precise way to understand why capable teams can still lose coherence and speed.

A multiple award winner, Lorraine combines real-world practice, framework development and leadership-level insight working with organisations/brands like Straumann Group, Chadwick Group, Aramark, Version1, University of Greenwich, Nestlé, Solas — Ireland’s state agency tasked with building a world-class further education and training sector to sustain Ireland’s future, IDA Ireland — Ireland’s state agency responsible for all foreign direct investment, Kerry Foods, Eurofound — the largest EU agency, a tripartite body responsible for providing direction for EU social and work related policies, Law Society of Ireland, Enterprise Ireland, Radisson Blu, Tesco, Castle Brands, Aldi, Wavin, Abberley Luxury Yachts, Massey Bros., Crafting Minds, Dunnes Stores, Saba Restaurant Group and MGI Learning UK. 

Her work with major international brands, multinational organisations, EU institutions and government agencies has informed both the Persona Brand Leadership Framework and the Leadership Friction Framework, creating a distinctive perspective on how leadership decisions shape both market outcomes and internal organisational performance to drive successful growth.

Want to start a conversation with Lorraine?

email [email protected] or schedule a conversation here

Want to start a conversation about your strategic brand profiling, positioning, brand leadership or perhaps leadership alignment?

  1. Schedule an appointment — meetings are hybrid, in-person and/or online, depending on your preferences and location
  2. Let’s start with a diagnostic conversation
  3. Consider what you may need and what a customised plan could look like for you
  4. And perhaps implement the plan together
  5. Contact us: [email protected] or +35318322724

    Your Persona Client Satisfaction Guarantee

    1. When you work with us, we’ll build a customised brand leadership profile and distinct strategic position, and/or leadership alignment diagnostic/intervention, with a clear investment for you—tailored to your specific requirements and preferences
    2. You’ll know each step of your leadership journey before we start because we’ll discuss it, document it, and agree on it with you before work commences
    3. You’ll have timelines, key milestones, and deliverables to evaluate and approve for each stage and part of the process
    4. Because we know the unexpected sometimes happens we can make adjustments along the way if you need it and if something extra is requested we’ll ensure you’re fully appraised about what that entails before committing
    5. As we achieve pre-agreed objectives you’ll be able to evaluate the work and strategy in progress, coupled with the outcomes to ensure return on investment

    Want to start a conversation?

    Email [email protected] or schedule a conversation here

    “I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.

    Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.

    Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing work with Lorraine and her team.”

    Dave Gribben Enable Better Business

    “Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

    Michael O’DonohueCountry Director | Wavin Ireland Ltd

    “The Maguire & Paterson brand was established in 1882 and therefore the strategy, rebranding and new packaging had to be managed in a very sensitive and caring manner.

    Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalisation and new range designs. We found their ability to steer us of significant benefit.

    Lorraine Carter also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.

    We would have no hesitation in recommending Lorraine and we would be very pleased to speak with any potential client(s).”

    Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd

    “Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

    Kelley SpillaneSenior Vice President | Castle Brands, Pernod Ricard

    “I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.

    They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.

    The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”

    Tony Doyle Commercial Director | Country Crest

    “I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.

    Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship.  Their work philosophy is the best contract a client can hope to receive.”

    Gavin DivillyManaging Director | Cater Hire Ireland Ltd

    “I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in the current climate. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Brand Strategy.

    More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding.

    Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective brand strategy.

    I’d recommend Lorraine as a speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”

    Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer

    “Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise.  She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.

    Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.

    Emmet SavageFounder and CEO | MyWallSt

    “Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”

    Rita AhernManaging Director | Food Matters

    “Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”

    Andy MulloyManaging Director | Connemara Seafoods Ltd

    “Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self.  Lorraine provided great tips, many of them thought-provoking from her vast experience in developing brands, as an individual, for customers and the importance of building relationships. 

    I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”

    Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc

    “Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.

    Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”

    Donal KavanaghSales & Marketing Director | Zed Candy Ltd

    “Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.

    In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”

    Mark Andrews IIIChairman of the Board | Castle Brands Inc

    “Persona Branding & Design has adroitly managed several of our most important brand briefs over the years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with branding, packaging and print suppliers that was vital for the completion of the successful end product.

    Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”

    Gerry MurphyMarketing Director | Robert Roberts Ltd

    “I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.

    She is passionate in her message and delivers it with conviction. I strongly recommend her in the area of branding, packaging and design as she is truly an expert.”

    Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator

    “Persona Design has worked with Wavin on the creation and development of the branding strategy and marketing collateral for the launch of a new range of premium products.

    They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”

    Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd

    “Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.

    Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”

    Paul C DwyerGlobal Cyber Security Expert

    “Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”

    Ruaidhri PrendergastTechnology Sales Engine | Tech Marketing | Sofware | SaaS | FinTech | Hardware | 10x Return on Investment | Co-Founder | Ingenuity

    “I have known of Lorraine’s high quality work for a number of years and when I finally had the opportunity to work with her in developing a brand and marketing strategy she exceeded expectations.

    Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!

    Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”

    Ian Lawlor Managing Director | Lotus Investment Group

    “I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”

    Tim HealyMercator Marketing Research

    “Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”

    Alayne RooneyMarketing Consultant

    Your Next Best Step with Your Brand Profiling and Strategic Positioning

    An executive briefing may be your most useful starting point. Drawing on her extensive experience, Lorraine Carter delivers executive briefings and working sessions across brand profiling, strategic repositioning, leadership alignment, and market clarity.

    A lot of her engagements begin through executive briefings as she works with some of the world’s biggest international brands, many of which are household names, helping them drive commercial growth and high performance.

    If you want to take this a bit further then a facilitated brand leadership working session to strategically re-evaluate, diagnose, develop and map out your brand profile, positioning and strategy is a good starting point. The process includes using the Persona Brand Leadership Framework™ to clarify market interpretation, strengthen an existing brand or create a new one.

    It is a hands on interactive working process where we take a deep dive on the areas needing more clarity to achieve your objectives. You leverage and apply the systems, tools and methodologies used by some of the world’s most successful brands so you can increase your success.

    This is not a theory based programme but a highly interactive working session based on practitioner led experience from more than 20 years in strategic brand leadership. You can see executive case notes from work with real organisations across multiple sectors and jurisdictions in the executive case notes section of this site. These include multinational businesses, private and public sector organisations, EU institutions, government state agencies and SMEs.

    The details and focus is determined by each organisations objectives but these are some simple starting points for reference:

    1. Completely re-evaluate your brand to make it much stronger so it’s highly visible enabling you to increase your success
    1. Map out your brand in full so it’s codified and comprehensively documented to grow your business faster
    1. Strengthen alignment of internal and external understanding, organisational coherence and consistently executable strategy

    Want to start a diagnostic conversation?

    Email [email protected] or schedule a conversation here

    How to Rebrand

    Access insights, podcasts or articles that give you robust brand leadership and leadership strategies to help you gain more clarity, stronger judgement and higher performance in both contexts. Free “Top 20 Rebranding Mistakes to Avoid and 13 Key Questions To Ask Before You Start”

     
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