Semiconductor + Advanced Hardware
Maximizing the Momentum of a Refreshed Brand Identity
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Brand Strategy
Say what you stand for, and show why you’re different.
INK develops brand strategy using market and audience insights to define what sets you apart. We turn that understanding into positioning and messaging that give customers a clear reason to choose your company.
A well-crafted brand strategy should define the specific position your company can credibly and uniquely own, and guide ongoing decisions across your integrated communications strategy in order to:
Connect with the right audience. Ground your brand strategy in what matters to the people you need to reach.
Stand apart in the market. Own a distinct position and communicate why it matters.
Make your message stick. Carry the messaging across your organization so every brand channel tells a clear, consistent story.
Capabilities
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Brand Positioning + Messaging
Carve out your brand’s unique market position and cast a vision that stands out from competitors.
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Product Messaging Frameworks
Turn your product from a nice-to-have to a must-have through compelling storytelling.
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Owned Research + Audience Personas
Make stronger decisions with data.
Brand strategy in action.
Renewable Energy + Emerging Energy Technologies
A Website Worthy of Game-Changing Energy Tech
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AI + Intelligent Systems
A New Approach to IT Messaging
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What our partners are saying.
“INK crafted our story through smart market research and an innovative messaging workshop that produced a differentiated positioning that we would not have achieved on our own.”
CEO, HiveIO
“Aurora faces some tough communication challenges because we build complex technology in an emerging clean energy market. INK helped us bring clarity, distinction, and credibility to our web presence.”
Chief Executive Officer, Aurora Hydrogen
“I’ve come back to INK for more than a decade because my strategy and execution are too important to not consider their external perspective and guidance. INK has helped focus our messaging and target audiences so we can meet our goals.”
3x INK client, ACCIONA, ASCM, TechLink
“INK's thoughtful messaging work laid an essential foundation. Our customers quickly realize the benefit and differentiated value we deliver, in turn driving significant revenue.”
SVP & Group General Manager, Internet Brands
“Our multi-year partnership with INK was a critical force in helping us to increase CSID’s brand equity prior to our acquisition by Experian.”
Director of Marketing and Communications, CSID
“INK was instrumental in helping position SiFive as a visionary through excellent messaging and creative support, combined with superior relationships and experience.”
Head of Global Communications, SiFive
Our Team
Meet our brand strategy experts.
Our brand strategists apply deep expertise and market understanding to identify and build distinct brand positions that our clients can own.
KimMackley
VP, Brand Strategy + Content
AbbyLaBuff
Senior Director, Brand Strategy + Content
JoeyHeld
Director, Brand Strategy + Content
HillaryCrusan
Senior Manager, Brand Strategy + Content
KariHernandez
CSO + Co-founder
Kim Mackley
VP, Brand Strategy + Content
Kim Mackley specializes in strategic content planning and marketing research, leveraging over 20 years of experience in communications and project management. Kim leads INK’s incredible team of writers who aren’t at all competitive and never give her a hard time. She applies a unique point of view and sense of humor to every problem, asking questions no one else asks to find a balanced pragmatic, creative solution. Kim specializes in audience discovery and messaging as well as research to uncover insights worth sharing. She is a proud Buckeye with a BA in journalism from The Ohio State University and an MA in liberal arts from the University of Pennsylvania.
Abby LaBuff
Senior Director, Brand Strategy + Content
Abby LaBuff ensures INK’s marketing communications programs are informed and enhanced by research. She applies thoughtful curiosity and an analytical approach to every aspect of her work, whether crafting brand positioning, writing impactful content, or drawing industry and audience insights from data. Her expertise in developing meaningful and actionable personas earned her team a Platinum MarCom Award for its Whole Foods Market 365 audience research. A graduate of the University of Texas at Austin, Abby has a drive to never stop learning and has since become professionally certified in Brandwatch analytics and the ThinkWrong problem-solving methodology.
Joey Held
Director, Brand Strategy + Content
Joey Held believes that approaching marketing and communications from a storytelling perspective is key for any successful business, from brand messaging to executive insights. Joey specializes in crafting unique stories and is particularly fond of breaking down complex topics into more easily digestible ideas. He’s led the strategy and production of newsletter and podcast programs for multiple clients, incorporating learnings from his own Good People, Cool Things podcast and Fun Fact Friyay newsletter. A graduate of the University of Miami’s broadcast journalism and sport administration programs, Joey has shared his expertise speaking at events for the Public Relations Society of Austin and the American Society of Journalists and Authors. Catch him around Austin sampling all kinds of food or supporting local music — he might even be onstage with his band, Burning Years!
Hillary Crusan
Senior Manager, Brand Strategy + Content
Hillary Crusan harnesses her empathetic nature to craft content that promotes lasting relationships between her clients and their target audiences. With communication experience in a range of industries from public radio to cybersecurity and finance, Hillary thrives on the opportunity to build expertise in new disciplines and the up-and-coming technologies behind them. A native of the Midwest, Hillary earned her degree in mass communications and public relations from the University of Wisconsin-Eau Claire.
Kari Hernandez
CSO + Co-founder
Kari Hernandez brings entrepreneurial thinking to her clients and teams, uncovering opportunities in unexpected places and quickly moving ideas to action. Building on twenty years of experience in marketing communications for B2B technology companies, Kari is constantly innovating new and more strategic ways to serve INK’s clients. Her commitment to growth and innovation landed her on PR News’ 2019 Top Women in PR list and helped INK earn its place on the Inc. 5000 and as a Best Place to Work in Austin and Denver.