Consultant Brand Messaging System
A complete brand messaging system for an independent strategy consultant — positioning, voice, homepage copy, and LinkedIn presence — that tripled inbound inquiry volume within 90 days.
Client: Alden Farrow
3×
Inbound Inquiries
Increase within 90 days
+300%
LinkedIn Following
Growth over 4 months
−4 weeks
Time-to-Close
Reduction in average sales cycle
−2 meetings
Discovery Calls
Reduction per deal (3 → 1)
Alden Farrow had 20 years of experience advising C-suites at global companies. He was well-regarded within his network and reliably won work through referrals. But he was invisible outside that network. His website was a digital business card. His LinkedIn was updated once a year. He had no positioning, no defined ICP, and no consistent message.
He wanted to build an inbound channel that reduced his dependence on referrals and positioned him as a visible authority before the first conversation. The challenge: he was resistant to personal branding ("I don't want to sound like a LinkedIn influencer") and had limited time for content creation.
We approached this as a messaging architecture project, not a content production project. The first output was a Brand Positioning Document: a 12-page internal reference that defined his audience, articulated his differentiation, and gave him a vocabulary for describing his work consistently.
From the positioning document, we developed his homepage copy, his LinkedIn headline and about section, and a core value proposition he could use verbally in introductory calls. We also built a lightweight content system — a monthly LinkedIn article, three short posts per week, and a quarterly essay sent to his newsletter — that he could execute in under two hours a week.
The key strategic decision was to stop positioning him as a generalist strategy consultant and instead own a specific niche: helping PE-backed portfolio companies build the internal operating systems they need to scale from £20M to £100M ARR without the wheels coming off.
Within 90 days, inbound inquiry volume through his website tripled. Three of the seven enquiries in that period converted to engagements. His LinkedIn follower count grew from 800 to 3,200 in four months, driven by the consistent content system.
More significantly, the quality of inbound leads changed. Alden reported that new prospects arrived on calls already convinced of his methodology — reducing discovery calls from three meetings to one in most cases and shortening time-to-close by approximately four weeks.
I was skeptical about the whole positioning process — it sounded like marketing speak. But the output genuinely changed how I talk about my work, and the results spoke for themselves within three months.
Alden Farrow
Independent Strategy Consultant · Farrow Advisory
Project Details
- Client
- Alden Farrow
- Industry
- Management Consulting / Strategy
- Service
- Brand Messaging
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