Branding & Positioning

Whether launching a new brand or optimizing established market presence as competitive landscapes shift, strong brand positioning is the key to driving measurable business results. Catalant Experts bring the unique advantage of Fortune 500 brand leadership combined with top-tier consulting expertise, delivering comprehensive branding strategies that:

Establish or diagnose brand equity and market perception

Build or refresh positioning for competitive differentiation

Create guidelines ensuring consistent execution

APPROACH

Build Brands That Drive Growth

01

Assess brand landscape

Conduct comprehensive brand diagnostics including equity perception analysis, reputation assessment, and competitive positioning review for established brands, or perform market analysis and consumer research for new brand development.

02

Develop brand architecture

Build foundational brand positioning for new ventures or refine existing positioning to strengthen point of difference and unique selling proposition. Define brand purpose, personality, and value proposition aligned with business objectives.

03

Build brand guidelines

Develop a detailed brand playbook with visual identity standards, messaging frameworks, and application guidelines. Establish clear protocols for consistent brand expression across all touchpoints.

04

Establish monitoring systems

Design brand health tracking mechanisms and performance metrics to ensure strategic alignment. Create frameworks for continuous brand equity measurement and market responsiveness.

05

Execute implementation

Deliver comprehensive brand playbook with rollout recommendations and activation strategies. Provide ongoing support to ensure consistent execution across all channels.

WINNING TOGETHER

Branding & Positioning in Action

International Beauty Brand Turnaround
More Success Stories

Problem

An iconic international beauty brand faced declining profitability and weakened brand equity in a key European market, plagued by a lack of desirability, declining brand relevance, and disproportionate reliance on lower-margin makeup categories as compared to high-growth skincare and fragrance segments.

Action

Catalant Experts conducted qualitative consumer research to understand brand perceptions and consumer expectations alongside market analysis to identify category gaps and repositioning opportunities. Experts developed a five-year strategic roadmap prioritizing anti-age skincare hero products, refreshing core makeup icons, and introducing a flagship fragrance—all deployed through a culturally relevant, unique brand communication strategy.

Results

  • 12% retail CAGR over five years, outpacing category growth
  • Top 3 market share in anti-aging skincare achieved
  • Top 10 fragrance positioning while maintaining top 5 makeup leadership
  • Significantly increased Net Promoter Score and Purchase Intent to perform on par or above leading competitor brands

Portfolio Company Brand Strategy

Despite strong brand awareness, a portfolio company was underperforming relative to expected targets. Catalant identified the need for in-depth customer segmentation and brand optimization. Through a comprehensive brand health diagnostic and strategic repositioning, the company achieved significant EBITDA uplift, reduced customer acquisition costs, and increased multiples through improved brand metrics and strategic narrative.

DTC Beauty Retailer Value Creation

A $1B global beauty retailer struggled with stagnant growth and rising customer acquisition costs and needed a comprehensive brand health diagnostic. The resulting customer segmentation and brand strategy became the foundation for successful transformation and exit, enabling refined value proposition and an optimized go-to-market approach.

B2B Marketplace Repositioning

A B2B marketplace entering a category dominated by established incumbents lacked cohesive brand identity, resulting in low user engagement and poor conversion. Following a comprehensive brand strategy development including positioning, visual identity, and website redesign, site conversion improved 40% and the company achieved 300% year-over-year increase in the retail customer base.

FEATURED EXPERTS

Featured Branding & Positioning Experts

Joanne B.

Ex-L’Oreal and Coty brand expert in consumer beauty and luxury

Global brand leader blending strategic business acumen with creative vision to elevate brand equity, desirability, and long-term value. Partners with C-suite executives to develop consumer-and data-driven brand strategies, create distinctive brand platforms, and deliver initiatives that drive sustainable growth across all channels.

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Cheryl T.

Ex-McKinsey, Walmart, and Minted brand strategist

Develops brand strategies that clarify positioning, elevate perception, and drive meaningful differentiation in competitive markets. Creates brand frameworks for B2C and B2B companies that strengthen market presence and accelerate acquisition.

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Lilly M.

Ex-McKinsey, Tapestry, LVMH brand, strategy & transformation expert

Marries strategic approach with C-level marketing, retail and digital expertise to help consumer brands at pivotal moments. Partners with C-suite leaders to transform market data, customer insights and analytics into clear strategic priorities and executable plans that deliver value creation.

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Theresa B.

Ex-Estée Lauder marketing professional in CPG, luxury, and beauty

Builds data-driven brand strategies through integrated analytics frameworks that strengthen customer loyalty and drive revenue growth. Creates proprietary brand positioning and customer-centered marketing plans that deliver measurable brand value.

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Strengthen brand equity for sustainable competitive advantage

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