Make the brand look like the business you have become

There is a moment many growing businesses hit where the work outgrows the brand.​

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The clients are bigger. The offers are sharper. The team is more senior. But the way you look and sound to the outside world still belongs to an earlier version of the business.​

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Most founders feel this as a low‑grade embarrassment. The site you hope prospects do not look at too closely. The logo that was “fine for now”. The deck your team keeps hacking together from three different versions.​

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Brand presence and positioning is about closing that gap. Making sure the way you show up in the market finally matches the business you have become.​

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Step 1: Tighten your brand presence and positioning

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The instinct is often to jump straight to visuals. New logo, new colours, new site.​

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The better move is to start with positioning: who you are for, what you are known for and why you are different.​

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Useful questions:

• Which clients and projects create the best results and margins?
• What problems do they trust you with, and which do you not want to solve anymore?
• In one sentence, how would you want a great client to describe you to a peer?​

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The goal is not to invent a new story from scratch. It is to sharpen the story that is already true in your best work.​

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This usually results in:

• A clearer definition of your right‑fit customer.
• A sharper value proposition that goes beyond generic claims.
• A few proof points that back it up without fluff.​

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When this is tight, every other decision gets easier. You know what belongs and what does not.​

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Step 2: Refresh the visible signals

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Once positioning is tight, the next step is to bring the visible parts of the brand up to the same level.​

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In practice, that means focusing on the assets that shape first impressions and key decisions:

• Website and key landing pages.
• Sales decks and proposal templates.
• Case studies and one‑pagers.
• Core social profiles and top‑performing content.​

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The aim is not to redesign everything for the sake of it. It is to make sure the things prospects actually see:

• Look like they belong to the same business.
• Feel appropriate for the scale and calibre of work you do now.
• Express your positioning clearly and confidently.​

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This is often where confidence in pricing shifts. When your brand looks and feels like the experience clients get, it is much easier to hold your nerve when you send the proposal.​

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Step 3: Align the story across touchpoints

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A strong brand presence falls apart if the story changes every time someone interacts with you.​

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If the website says one thing, the sales deck says another and the first call sounds like something else entirely, people start to doubt.​

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The work here is to:

• Align messaging across marketing, sales and delivery.
• Give the team simple language they can use consistently.
• Make sure the promises you make in marketing are backed up in the experience.​

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This does not mean everyone reads from a script. It means everyone is telling the same core story in their own words.​

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When this clicks, a few things happen fast:

• Prospects feel like they understand you sooner.
• Sales conversations move from “who are you?” to “how do we work together?”.
• Referrals become easier because clients know how to explain you.​

The impact on clients and pricing

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Brand work can sound fuzzy until you look at what changes in practice.​

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For most growing businesses, a stronger brand presence and positioning shows up as:

• Better‑fit leads who “get it” before the first call.
• Shorter sales cycles because trust builds faster.
• Higher win rates at the level you actually want to play at.
• More confidence putting the right price on the work.​

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Internally, it also gives the team a sense of pride and clarity. They have assets they want to send, not ones they apologise for.​

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This is the kind of work Lobos does with founders and growing teams: taking a business that has outgrown its early brand and giving it a presence that can carry the next stage of growth.​

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If you are doing the best work you have ever done with a brand that still looks like a side project, it might be time to bring the outside up to the level of the inside.

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