Service Description: Most SME brands look and sound like everyone else in their category — same claims, same visuals, same generic messaging. This service defines your brand at the strategic level: your positioning, your differentiation, your personality and voice, and the direction your visual identity should take. The output is a strategic brand foundation and creative brief — not the final logo or visual design, which is a design execution step handled separately (through your own designer, agency, or REWORK PLUS's branding partners).
Why Work With Me:
Career background spanning brand identity, media production, and PR/communications leadership, alongside 20+ years in business consulting
CMC-certified — brand positioning grounded in business strategy, not just creative preference
I define what your brand should stand for based on market position and audience, not personal taste
Independent of any design or branding execution vendor — no incentive to inflate scope
What I Define:
Positioning: your category, your competitive differentiation, and why customers should choose you
Brand Personality & Voice: how your brand should sound and feel across touchpoints
Messaging Pillars: the core claims and proof points your brand consistently makes
Visual Direction Brief: the strategic brief a designer or branding partner would use to build your visual identity
What You Gain:
A clear, defensible brand positioning you can explain in one sentence
A brand voice and personality your team can apply consistently
A strategic brief ready to hand to a designer or branding agency
Alignment between your brand story and your actual business strategy
Who This Service Is For:
SME owners whose brand looks generic or inconsistent across channels
Businesses rebranding after a strategy shift, merger, or repositioning
Founders launching a new business or product line who need a brand foundation before design work starts
Family businesses professionalizing their brand ahead of growth or succession
My Process:
Initial Consultation: understanding your business, market, and current brand perception
Market & Competitor Review: how competitors position themselves, and where the gap is
Positioning Development: defining your differentiation and core positioning statement
Identity Direction: brand personality, voice, and messaging pillars
Findings & Brief: a strategic brand document and creative brief for design execution
Discussion: walking through the positioning and how to brief it to a designer or agency
Client Feedback: My advisory work is trusted by SME owners and executives across Qatar. See broader client experience on the Clients Reviews page.
Frequently Asked Questions:
Will you design my logo or visual identity? No — this service defines the strategic direction. Visual design execution is handled separately, including through REWORK PLUS's branding partners if useful.
Is this the same as a marketing strategy? No — positioning defines who you are; marketing strategy defines how you reach and communicate with your audience across channels. They work well together.
What if I already have a logo and visuals? This service can still clarify or correct your positioning, which then informs whether your existing visuals still fit.
How long does this take? Depends on how much groundwork exists — confirmed after an initial scoping call.
Do you work directly with my designer or agency? Yes — the brief is built to be handed directly to whoever executes the visual identity.
Get Started: Start with a Brand Positioning Consultation — let's define what your brand should actually stand for before another design cycle.
Note: This service defines strategic brand positioning and direction based on the information available during the engagement — it does not include visual design production, which is a separate execution service.
Khaled Abouelmagd Executive Business Consultant | SME Growth & Turnaround Partner
