Service Offering
Branding & Positioning
Strong brand positioning is the key to driving measurable business results, whether you're launching a new brand or optimizing established market presence as competitive landscapes shift. Catalant delivers comprehensive branding strategies that:
APPROACH
Build Brands That Drive Growth
01
Assess brand landscape
For established brands, conduct thorough brand diagnostics, including brand equity analysis, reputation assessment and competitive review. For new brands, research market economics and customer dynamics.
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
Implement 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.
Solution Spotlight: Catalant Forward Deployed Experts™
See Your Market and Your Brand Clearly
Combine brand strategists with AI engineers to build always-on landscape and brand monitoring that surfaces what actually matters.
WINNING TOGETHER
Branding & Positioning Use Cases
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 overreliance on lower-margin makeup categories compared to high-growth skincare and fragrance segments.
Action
Consultants conducted qualitative research to understand brand perceptions and consumer expectations alongside market analysis to identify category gaps and repositioning opportunities. They 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. Consultants 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 improved overall brand valuation, leading to increased multiples.
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
Branding & Positioning Consultants
Joanne Bletz
Catalant consultant
Ex-L'Oreal and Coty brand expert in consumer beauty and luxury
Cheryl Tan
Catalant consultant
Ex-McKinsey, Walmart, and Minted brand strategist
Joanne Bletz
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.
Cheryl Tan
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.
Lilly Minkove
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.
Theresa Block
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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