Brand positioning and Customer Discovery mentoring for Valuartis
One-on-one mentoring with Rodrigo Peña, founder of Valuartis (M&A in Latin America), to run a Customer Discovery plan and reposition his personal and corporate brand.
Valuartis
3
Validated client archetypes
4
1:1 coaching phases
LinkedIn + Web
Activated organic channels
01 · Context
The Challenge
Brand strategy and digital invisibility: there was a need to clarify the value proposition and define a solid organic positioning strategy that effectively connected the "seniority" and friendliness of its personal brand with Valuartis' corporate projection and image on digital channels.
02 · Design
The Solution
The strategy was executed through a one-on-one training and coaching program structured into four main phases:
- 01
Exploratory research (customer discovery): preparation and execution of in-depth qualitative interviews with the selected target audience (executives, innovation directors, and founders).
- 02
Value proposition refinement: analysis of needs identified in the research to fine-tune the client-problem mix and clearly define the customer experience with the brand.
- 03
Definition of communication pillars and brand script: use of a conceptual brand script model to clarify the corporate message, modeling the brand's personality (approachability, trust, expertise, and friendliness) to the client.
- 04
Content strategy and plan: development of a work plan for digital channels (primarily LinkedIn and website content optimization) using pillars and tactics aimed at organically capturing qualified demand.
03 · Participation
My Role
Strategic mentor and process facilitator (digital business trainer).
Strategic mentor and process facilitator
04 · Results
Results
The process allowed for pivoting the offering, consolidating the brand, and aligning Valuartis' narrative with the reality of its ideal clients.
Value proposition pivot: thanks to the findings from customer discovery interviews, Rodrigo successfully reformulated his valuation and M&A advisory services offering.
Personal brand definition and promotion: he successfully separated, integrated, and strategically enhanced his personal brand —supported by his seniority and industry experience— adding it to the Valuartis corporate ecosystem.
Clarity of narrative and message: potential client archetypes, communication content pillars, and the brand script were successfully consolidated, guiding the restructuring and loading of final texts on the new website.
“My experience working with FREED, and particularly with Carmen Gerea, was very rewarding and productive. They helped me at all times to visualize, plan, and execute clearly and consistently, demonstrating their expertise in the field.”
Rodrigo Peña · Founder of Valuartis
Client
Valuartis
Services
Tools and methods
Customer Discovery · Branding · Contenidos · Customer discovery · Entrevistas
Schedule
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Chile time (Santiago) · GMT -03:00
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