Branding

Successful brands require more than compelling visuals—they need strategic positioning rooted in deep consumer insight and market dynamics. Catalant Experts bring the unique advantage of Fortune 500 brand leadership paired with top-tier consulting expertise, delivering comprehensive branding strategies that:

Establish distinctive positioning that resonates

Build frameworks supporting equity growth

Create guidelines ensuring consistent execution

APPROACH

Build Brands That Drive Growth

01

Discover market opportunities

Conduct comprehensive market analysis and consumer research to identify whitespace opportunities and unmet needs. Map competitive landscape and audience segments to establish strategic foundation.

02

Define strategic architecture

Develop core brand positioning, purpose, and personality aligned with business objectives. Create cohesive brand framework that guides decision-making across all touchpoints.

03

Craft identity and messaging

Transform strategy into actionable creative direction, messaging frameworks, and visual guidelines. Establish tone of voice and storytelling territories that differentiate in market.

04

Design monitoring systems

Implement brand health tracking mechanisms and performance metrics to ensure strategic alignment. Create frameworks for continuous optimization 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 in Action

International Beauty Brand Turnaround
More Success Stories

Problem

An iconic international beauty brand faced declining profitability in a key European market, with weakened brand desirability and disproportionate reliance on lower-margin makeup categories while missing opportunities in high-growth skincare and fragrance segments.

Action

Catalant Experts conducted qualitative consumer research and comprehensive market analysis to identify category gaps and repositioning opportunities. A five-year strategic roadmap was developed prioritizing anti-aging skincare hero products, core makeup icon refreshment, and flagship fragrance introduction with culturally relevant creative strategy.

Results

The transformation delivered substantial measurable impact across multiple dimensions:

 

  • 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

Portfolio Company Brand Strategy

A portfolio company underperforming despite strong brand awareness required surgical customer segmentation and brand optimization. Through 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 struggling with stagnant growth and rising customer acquisition costs underwent comprehensive brand health diagnostic. The resulting customer segmentation and brand strategy became the foundation for successful transformation and exit, enabling refined value proposition and 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 engagement and poor conversion. Following 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 retail customer base.

FEATURED EXPERTS

Featured Branding Experts

Joanne B.

Ex-L’Oréal and Coty global SVP and CMO

Global beauty brand leader with proven track record of topline growth and profitability through creative vision, strategic execution, and high-impact innovation. Develops distinctive brand positioning and go-to-market strategies that drive market share growth and consumer loyalty.

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Cheryl T.

Ex-McKinsey, Walmart, and Minted brand and marketing 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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