Case study: Building a B2B brand strategy that speaks to decision makers
When leadership expectations changed in 2025, so did Perfeqta’s positioning.
Perfeqta, a workplace consultancy, was stepping into a bigger role as a strategic partner to executive teams. Founder and CEO Latesha Byrd wanted a clear, unified brand narrative that addressed the real pressures leaders were facing, and a personal brand strategy that reflected her company’s evolution.
The challenge
Despite having an incredibly skilled team of consultants, Perfeqta’s messaging needed a brand refresh to really capture the company’s impact.
The former website didn’t reflect the full scope of services or the results they delivered to clients. DEI advisory was still a major strength, but many companies were unsure how to move forward with these programs due to political pushback.
Latesha wanted to reach decision-makers directly: CEOs, CHROs, and senior leaders who had the authority to invest in long-term work. But without a clear and compelling brand story, securing executive buy-in took too long.
Internally, the team needed alignment. What exactly does Perfeqta offer? Who are they best positioned to serve? And how do they communicate their collective value?
My approach
I started with the basics: a deep dive into Latesha’s vision, goals, and business roadblocks. From there, I focused on audience clarity. I researched key decision-makers across industries to understand what they were navigating, what they needed to hear to trust a consultancy, and how they talked about performance, leadership, and culture.
This included:
Social listening on LinkedIn
Reviewing notes from sales and discovery calls
1:1s with Perfeqta’s consultants to uncover client pain points
Analyzing industry data and workforce trends
Next, I mapped Perfeqta’s services to specific client challenges and outcomes. This gave us a foundation to build a clear narrative: Identify the problem, get clear on how Perfeqta solves it, and highlight the result.
Using the StoryBrand framework, I worked with Latesha to refine Perfeqta’s brand story, centering the client as the hero and positioning Perfeqta as the trusted guide.
From there, I built a full brand strategy that included:
Audience demographics, challenges, and goals
Brand story and messaging pillars
Consultant network’s unique value proposition
Services tied directly to client pain points and desired outcomes
This work naturally extended to Latesha’s personal brand. Since her LinkedIn presence is the No. 1 driver of awareness and trust, we revamped her content strategy to speak directly to HR and executive audiences.
We also rebranded her LinkedIn Newsletter with almost 12,000 subscribers to The Performance Review, focusing on the very real, yet overlooked challenges executives face in their role when building a company culture.
>>> Read The Performance Review here <<<
Deliverables
One of the biggest lifts in this project was managing a full website overhaul. I led the entire process, from sourcing and vetting the agency to approving design and copy.
The website redesign also led to:
Creating a launch-ready strategy to debut new messaging and service offerings
Writing and designing a new lead magnet: The Performance Pulse Check
Collaborating with Perfeqta’s Content Coordinator to create a founder-led social strategy
>>> View Perfeqta’s website here <<<
The transformation
One of the biggest breakthroughs was realizing Perfeqta’s messaging had to focus less on values alone and more on business impact. Senior leaders do care about culture, but they need to see the ROI.
By highlighting the results (retention, higher performance, and stronger leadership), and showcasing major clients and testimonials, we positioned Perfeqta’s services as a smart business investment, not an employee perk.
When the message matched the new mission, things started to move:
The Perfeqta team gained clarity and alignment around the company’s vision and core services
Perfeqta’s new resource center gave potential clients immediate value before a single sales call
Latesha’s rebranded LinkedIn newsletter targeted more executives and senior people leaders
Email newsletter subscriptions and lead magnet downloads grew, especially among workplace decision-makers
The new website clearly reflected who Perfeqta is and the transformation consultants deliver
“Gabi is very patient, understanding, and easy to work with. She’s passionate about content and cares about the success of the people she works with. In working with her, she’s helped me build a seven-figure business while not having to sacrifice authenticity as I scaled quickly from being a solopreneur to a team, and connected the content strategy to revenue generation. She’s a thought partner and a true strategist.”
What I keep coming back to
This project was a powerful reminder to not overthink your messaging. When your audience is at the center of your brand strategy, you’re in a better position to speak to their problems and call them to action. In this case, ROI storytelling was crucial when speaking to executive buyers. The heart matters, but so does the business case.
What made this project even more meaningful was the alignment between the company and the founder. Latesha is the brand in many ways and when her voice is visible and in sync with the business, people trust her. And when they trust her, they trust her team.
Having worked full-time at Perfeqta from 2021 to 2023, it was personally fun and fulfilling to help evolve the brand for this next chapter.
➡️ Need a brand messaging refresh?
When you're in a season of growth or change, you may need to refresh your brand strategy to reflect where your business is headed and who you serve.
Here’s how I can support:
Clarify your brand message so you know how to communicate your impact to your target audience
Create a content strategy that builds engagement and converts your followers into leads
Strengthen your founder voice so your personal brand supports your business goals and actually sounds like you
You can check out my services here and book a free 20-minute discovery call to learn more.
And if you’re not there yet, be sure to connect with me on LinkedIn. I’d love to learn more about what you’re building!
