Establishing a B2B go-to-market strategy
Positioning and creative direction for Yolélé Ingredients
Yolélé built a strong B2C brand and product portfolio in the US. As it expanded into B2B with Yolélé Ingredients, it lacked a clear positioning for there new audience. The team needed a credible, industry-appropriate narrative and design language that could translate brand equity into trust with buyers, formulators and partners.
With a major trade show approaching, we prioritised positioning and messaging to enable sales. I led a cross-functional, global alignment process to define the B2B value proposition, messaging hierarchy and tone. This became the strategic foundation for sales materials, trade communications and the broader brand identity.
Creative direction
Positioning strategy
Messaging architecture
Value proposition definition
Workshop facilitation
Stakeholder alignment
Sales enablement strategy
Brand translation to B2B
Positioning template: Led the team in defining and refining a clear B2B positioning and messaging framework.
Brochures and trade show prep: Evolved the B2C design language into a credible B2B system, preserving brand personality.
Outcome
Results
Grounding the work in clear positioning created a scalable foundation for subsequent communications. The team gained a repeatable messaging framework they could test, refine and adapt based on client response. Further, the process aligned the global organisation around a shared B2B narrative, increasing clarity, consistency and confidence going into market.