Case Study
Susanne Le Boutillier
Making a billion-dollar brain, look like one.
Client:
susanneleboutillier.com
Susanne is a Strategic Facilitator, Speaker and Executive Advisor
What we did:
Brand Strategy, Positioning, Brand Identity, Verbal Identity, Website Concept, Brand System
Result:
One idea, rippled everywhere
The brand is now built for billion-dollar rooms AND human impact
Clients response to the new wording: “That's exactly it. I want that."
The thinkingThe Challenge
Susanne had 3 decades leading in rooms where a $10 billion restructure affects 80,000 staff.
But her brand felt like a wellbeing coach. It was Soft. Mindful. Dated.
Susanne came with a question: am I a speaker or a facilitator? Instead we asked, what are you the best in the world at.
The Strategy
Our unlock: Stop selling services. Sell the brain.
Her competitors all stop at the moment of decision. Susanne owns what happens after: the space between deciding and delivering and NO ONE was owning that space.
We shifted the ‘standard industry language’ to something uniquely Susanne. The big idea became the way through.
Then the identity had to hold the tension of boardroom polish with human energy underneath. As Susanne is known for her curly hair we incorporated a spring in the A of her logo.
The Outcome
A brand that fully expresses her genius.
The Through Line became the glue that holds the brand together.
Susanne’s headline came straight out of clients mouths, when Susanne shifted her language and began testing it on new clients the response was immediate. It was winning work before the site went live.
The big idea rippled throughout and the newsletter got renamed and a content strategy can finally run that covers everything she does.
Susanne built her new 20 page website with AI, based off our concept and brand system.
“It didn’t feel like Jason was trying to push me to be someone that I’m not. I can be two quite different things at the same time. Jason really stuck with that, and worked on it with me until we landed it.”
The learnings
Your clients already have your positioning. Ask them. Her headline came straight out of their mouths.
The wrong question hides the right business. Speaker or facilitator never mattered. What her brain does did.
Hold the tension. Picking a side is how brands go bland. Hers works because it refuses to.
A brand is real when it survives the handover. She built 20 pages without us. If a brand only works with the designer in the room, it isn’t a system.
Credits: Jason Knight (Creative Brains - strategy and creative direction)
Get a distinctive personal brand that matches your impact