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Done‑for‑you positioning & messaging that gives you a clear market position and words you can use from Monday morning.
The Properly Different Method
T H E P R O B L E M
You’re brilliant at what you do.
You just can’t explain why anyone should choose you.
You feel it most in the moments that really count.
Someone asks what makes you different and you fluff three different answers.
There's two of you in the room, and you realise you each describe the business differently.
A competitor you know is weaker than you, but wins the work anyway.
S O U N D F A M I L I A R ?
You’ve thrown
money and time at it.
A marketing agency, a content plan and a stack of LinkedIn posts.
You’ve even tried AI but the robots gave you a different answer every time you asked.
Meanwhile, referrals are slowing, it’s taking longer to explain your value on sales calls and you suspect your marketing is a bit vague and similar to everyone else.
And here’s the part that stings.
You’re good. You know you’re good.
The fix isn't more marketing budget, a new hire or a DIY book.
It's a clear market position you can own and the words to explain it, named by someone outside it who can see what you can't.
That’s why I developed The Properly Different Method.
Four focused weeks to define what makes you the obvious choice and the words to make it clear.
T H E S O L U T I O N
▶ A defined competitive edge that’s unique to your business so you can always explain ‘why you’
▶ A clear market territory to own and defend
▶ A focused ICP to understand your buyer’s painpoints and goals
▶ A clear understanding of how your competitors are positioned in relation to you, so you can leverage your differences
▶ A full messaging library based on your positioning to kick start your marketing
▶ PLUS - BETA BONUS - LinkedIn profile rewrite & banner redesign
Properly Different
Done‑for‑you positioning & messaging that gives you
a clear market position and words you can use from Monday morning.
I N D U S T R Y S T A T S
64% of surveyed customers cannot tell the difference between one B2B brand’s digital experience and another’s.
GARTNER, 2021
W H Y I T ‘ S D I F F E R E N T
It’s not based on opinion - it’s evidence-based commercial clarity.
I interview your clients directly and review your competitors’ positioning and messaging to find the patterns that reveal:
- what your buyers actually value (in my experience your clients will be more honest with a third party)
- what competitors are and aren’t claiming
- where your expertise gives you permission to own a position
I’ve combined my experience repositioning brands like M&S Food and Holland & Barrett with my work for smaller businesses in order to build an efficient, effective & affordable method.
I’ve spent the last 2 years tailoring this method so it delivers ‘the bang without the buck’. I use the same rigour I have applied to the big brands, combined with a leaner and more agile approach that works better for smaller businesses.
I’ve grown a business to £4.3m / 35 people. I understand your challenges.
I understand the sleepless nights worrying about payroll, pipeline and people.
So unlike other Consultants, I have first-hand knowledge of what you’re experiencing every day. And the need to develop a strong foundation for business to help you communicate your value and generate the right leads.
No monthly retainers or being passed on to junior teams
I charge a one-off project fee, and you have me hands-on from the beginning of the project, at every stage, through to the end.
W H Y A B E T A ?
After 25+ years working in the brand industry, the process is proven. My format is new.
I’m running a small beta to gather case studies and refine the system.
You will receive the same depth and the same deliverables as a full project. But in return for a feedback session at the end of the project and a case study, you’ll receive a beta rate.
Working solo?
The programme works just as well for a solo founder as a partnership. Pricing is a little different because the scope is. Tell me a bit about your business and I'll scope it to you.
A W O R D F R O M A C L I E N T
Since working with Carla, we’ve found it much easier to convey our highly technical services and approach and convert more leads. We’ve rapidly grown engagements and contracts and approach all levels of organisations with confidence.
YOUSIF ASHAA, CEO - PANOPTIC CYBER SECURITY ⭑⭑⭑⭑⭑
H O W I T W O R K S
01 Discover
First, I interview the founders / senior members of your team.
Then, I speak to your clients (the people who chose you and the ones who didn’t).
And finally, I research your competitors - their positioning, messaging and proposition.
I analyse the patterns, the language and the gaps. And I listen for the things you can’t hear and look for the things you can’t see - after all, it’s hard to read the label from inside the jar.
02 Determine & Decide
Having collated all the research, I consider various territories, considering your goals and our initial chat.
I recommend where you should plant your flag (which position to own in the market and why.)
We work together to make sure your position feels authentic and commercially realistic.
You leave knowing exactly which position is yours and why.
03 Deploy
Then I turn that into words. Not a positioning statement that dies in a drawer, the actual marketing language, for the pitch, the proposal, the website, and the LinkedIn profile. Words you can use from the next morning..
I do the heavy lifting, the listening, the interrogating and the pattern-finding.
All I need from you is your input over a few pre-booked sessions and the introductions to your chosen clients to arrange to speak.
W H A T Y O U W A L K A W A Y W I T H
A clear picture of exactly who you’re for, what you do and where you’re different
▷ Your brand position defined
Where you stand and why it's yours.
Written so it feels authentic, holds up commercially, and lifts straight into everything you say.
▷ Your audience defined
Who you're really for, drawn sharply enough to actually guide what you write and who you chase.
▷ Your difference made clear
What makes you the obvious choice over someone who does the same thing, named so buyers can finally see it.
The words to carry it everywhere, ready to use on Monday
▷ Messaging Library
Message blocks for the full sales journey. Each one explains why it works and where to use it
▷ Tone of Voice Cheat Sheet
Quick rules, word swaps, and before/after examples to keep your communication consistent.
▷ Value & Proof Snippets
A brag bank of stats, testimonials, and authority cues to drop into posts, proposals and pitches.
▷ Elevator Pitch One-Pager
A short, sharp narrative that captures your who/what/why in plain English. Perfect for bios, networking, and proposals.
W H Y M E
I spent 14 years growing a brand agency and repositioning some of the biggest names on the high street.
So you get that rigour, combined with someone who understands carrying the payroll and laying awake over the pipeline.
I know your problem from the inside, not from a slide. And you get senior thinking, the whole way through.
Since going solo I've been doing this for expert founders, some solo, some in partnerships.
And I’ve noticed that the work always came in pieces.
A bit of positioning here, some messaging there.
Which meant work got redone and cost more, because it was built from the top down, not the foundations up. And was often not as effective as a result.
So I built the better version - Properly Different.
The whole thing, in the right order, in one go.
Not three months and a budget you can't justify.
All of it, at a size and in a format you can actually buy.
W H O I T ‘ S F O R
Expert founders who are brilliant at what they do, but stumble when they have to explain why anyone should choose them.
You've grown on reputation and referrals. The work is good. But the words have never caught up with how good you are, and you can feel it costing you.
It's especially for you if:
▸ You've been quietly worried your positioning sounds like everyone else's, but never had time to fix it.
▸ A competitor you know is weaker keeps winning work you should be getting.
▸ You're about to refresh your website, hire, or pitch harder, and you know the words need sorting first.
W H O I T ‘ S N O T F O R
▸ You're pre-launch or pre-revenue. This works when you've got real clients and real competitors to dig into. Too early and there's nothing to get hold of yet.
▸ You want it done to you, not with you. I do the heavy lifting, the digging, the pattern-finding and the thinking. But it's built on your business and your clients, so I'll need a bit of your time up front, then I take it from there.
Roughly happy and just want a second pair of eyes?
That's The Difference Audit, not this.
A W O R D F R O M A C L I E N T
Carla brought an energy and passion for branding that was truly infectious. Her ability to quickly understand our business, oour objectives and our needs helped drive the project though at pace. I would highly recommedn working with Carla to anyonw looking for a Cosultant who brings energy, enthusiasm and expertise to their work.
IAN JARRETT, MANAGING DIRECTOR, NAPER PARTNERSHIP LTD ⭑⭑⭑⭑⭑
R E A D Y W H E N Y O U A R E