Service: Brand Positioning Strategy

Alignment & Embodiment within Purpose-Driven Organizations (i.e. brand strategy with a human development lens)

My name is Matthew Sloane.

I partner with leaders of purpose-driven organizations to bring them and their stakeholders into embodied alignment with a co-created, authentic brand positioning strategy that leads to more sales.

Let’s start with the kinds of results I’ve created for others:

  • Our enrollment is back to the level it was when our founders were still running the organization.
  • Staff is now saying, ‘I’m more connected to the vision/mission and I remember why I’m here.’
  • We know how to talk about our work in a relatable and authentic way.
  • I have become a better leader to my team and the staff.
  • We’ve gained renewed clarity on our identity and the distinct value we bring to the market.

What is a brand positioning strategy?

A deep articulation of your organization that allows you to authentically, and more succinctly, communicate your unique value to your best-fitting stakeholders (potential clients, partners, allies, etc).

Want to learn more?

Let’s meet for 45–60 minutes to see if we’re a good fit. 

Who I Partner With

Dear leaders of purpose-driven organizations in the midst of branding or rebranding efforts,

Here’s what may be going on for you…

You want to create the conditions for more sales to be generated, but you’re stuck in your marketing communications as you anticipate launching or re-launching a brand.

There’s confusion and frustration among your team, in the form of questions like:

  • How are we truly unique?
  • What’s our core message?
  • How can we all get on the same page around both?
  • How can we remain authentic while promoting ourselves?
  • Do I / we have what it takes to be a messenger of our organization’s lofty vision?

Let me be clear—this work is NOT for you if you want:

  • To measure a successful engagement on how much time is spent and how many deliverables are received;
  • Someone else to do ALL the work of brand clarity and positioning and messaging so you don’t have to lift a finger;
  • To have only your leaders and staff dig deep in their leadership edges so you don’t have to look at your own.

This work is for:

  • Leaders who are willing to co-create meaningful results that are measured periodically;
  • Leaders who value push-back on stated wants so they can address the deeper needs of their organization;
  • Human beings who are willing to be both self-reflective and curious about other humans in order to let the most aligned answers and direction emerge;
  • Organizations who want to focus their purpose-driven messaging and marketing efforts on who and what matters most;
  • Leaders who value personal development and shared responsibility.

Typical Outcomes

When we are done, here’s where you could be:

  • A clearer pathway has emerged in regards to increasing sales;
  • Better-fitting stakeholders (clients, partners, allies, etc) are showing up;
  • Have a better understanding of your unique role/position in the marketplace;
  • Integration of your deeper purpose into your organization;
  • Competency to promote your organization with more confidence and authenticity;
  • Competency to give more clear direction and feedback related to internal and external messaging;
  • A more clear sense of the growth edge you are leaning into in the context of marketing and sales actions;
  • Internal practices that nourish the desired culture in relation to the vision (as within, so without).

Your teams are more ready and inspired to take actions like:

  • Build a new website;
  • Develop a new marketing campaign;
  • Create new partnerships;
  • Initiate more sales conversations;
  • Invite new talent.

What Past Clients Say:

“Despite the fact that thousands of people reported the life-changing impact of our programs, when we wanted to reach out to the broader world it was difficult to describe what we do. We didn’t agree on how to express who we are or how we’re unique. After working with Matthew and his colleagues, we now have a revitalized sense of who we are and the unique role we play in the world. We know how to talk about our work in a relatable and authentic way. Two years after the engagement, more people are attending our core program offering than in any of the prior ten years.

Rachel Davey, former Executive Director of ‘The Haven’ in Gabriola Island, British Columbia

“I’ve worked with a lot of brand strategists and hands down, Matthew is the strongest I have ever worked with. He drew out of us both a strong point of view and clarified our understanding of our target customer. Matthew is both a gentle coach AND a powerhouse at the same time, which results in deeply thoughtful work that gets results. He has a way of helping you uncover your authentic voice and then holding you to it.”

Sarah B. Nelson, Founder of ‘Radically Human’ in San Francisco, CA

“Our leadership team was lacking alignment around our vision and how to express that in the world, which was creating confusion throughout our organization. The identity of our organization was also being challenged by changes in our parent company, so we needed to be able to express our vision internally to make the case for our existence. Since working with Matthew’s team, our leaders are aligned around what and who our organization is. I’m more clear when I talk about our organization and have become a better leader to my team and the staff at all of our locations. Staff is now saying, ‘I’m more connected to the vision/mission and I remember why I’m here.’ We’ve increased the number of patient encounters as well as referrals from our parent company.

Judith Tolson, Executive Director of ‘The Sutter Health Institute for Health & Healing’ in Northern California

Want to learn more?

Let’s meet for 45–60 minutes to see if we’re a good fit. 

My Approach

Brand Alignment & Embodiment within Purpose-Driven Organizations to Create Resonance in the Marketplace

First, we get you clear on who you are (brand identity), then get you into practices (embodiment), and let the marketing actions (communications) flow from there.

My approach is to bring presence and guidance, helping you and your stakeholders uncover the clarity that exists within as well as the patterns among the group.

I help you acknowledge your concerns and tap into your deeper wisdom to lead the way forward.

As one client said, I have “a way of helping you uncover your authentic voice and then holding you to it.”

So, aside from the results I have created, what qualifies me to help you?

Bio

I’ve led strategic initiatives for organizations like Sutter Health’s Institute for Health & Healing in Northern California and The Haven in British Columbia that created significant increases in program enrollment.

As a team member of a design studio, I served marketing directors at companies like Warner Brothers, Estée Lauder, and Charles Schwab.

I’m a dad—my nervous system has been tested by raising young kids who are frequently out of balance.

I’m a husband—I have weathered some hard moments in partnership and continue to choose authentic expression and owning my contributions—both healthy and unhealthy.

I’m a men’s work advocate—I spent many years in a men’s group where I learned to take off my self-protective mask(s) and be real with others.

As a certified Integral Coach, I lean on my training from the Professional Coaching Course (PCC) at New Ventures West to enrich and deepen my consulting practice.

My signature strengths:

  • Holding space for whole human beings;
  • Direct and kind feedback that inspires change;
  • Facilitation for individual or group learning and alignment;
  • Conscious collaboration that brings out the strengths in others;
  • Unearthing strategic visions in alignment with values and authentic marketplace positioning;
  • Balancing plans with emerging possibilities;
  • Patience.

Contact

I live and work in Portland, Oregon.

I’m here to bring authentic communication and focus into your organization so you can communicate clearly and authentically outside of your organization—from this place, we plant the seeds for an increase in your sales. 

Want to learn more?

Let’s meet for 45–60 minutes to see if we’re a good fit.