THE TRANSLATION PROJECT
Leila Imani
Commercial Strategy · Offer Architecture · Pricing · Positioning
A high-value strategist was selling hours and deliverables instead of outcomes, turning expertise into a commodity.
The opportunity was to rebuild the offer around the transformation clients actually value - shifting from time-based services to strategic outcomes, stronger packaging, and value-aligned pricing.
The Problem
She's selling her expertise by the hour instead of selling the transformation it creates.
Her clients aren't paying for strategy—they're buying time, deliverables, and access, making a high-value strategic engagement feel like a commodity.
The Objective
Reposition her expertise around outcomes rather than hours, creating an offer architecture and pricing
The Diagnosis
She’s not undercharging because she’s bad at pricing. She’s undercharging because she’s selling her time instead of the transformation. The opportunity was to shift from hours and deliverables to the clarity, positioning, and strategic direction clients actually value.
The disconnect
She's pricing the work required to create the transformation—not the value of the transformation itself.model that better reflects the value of her work.
THE APPROACH
Audit → Value → Transformation → Offer
Architecture → Packaging → Pricing → Sales Messaging
Table of Contents
• Audience & Positioning
• Core Brand Narrative
• Messaging Architecture
• Signature Offer Positioning
• Content Strategy
• Website Copy & Wireframe
• Email Marketing Strategy
• Final Brand Ecosystem
• Outcome
Offer Audit
The first step was to deconstruct what clients were actually buying.
Value Analysis
The value analysis separated what the strategist delivers from what the client actually gains. By moving from information and outputs toward better decisions, differentiation, and business transformation, the offer could be positioned around the value created—not the work completed.
Output → Outcome
Positioning strategy → Market clarity
Messaging framework → Consistent communication
Competitor research → Differentiation
Brand strategy → Strategic Direction
Strategy sessions → Better decisions
Recommendations → Confidence + momentum
The Transformation
The transformation wasn’t simply receiving a brand strategy—it was moving from unclear value to confident differentiation. The client leaves knowing exactly what they stand for, who they serve, and why they’re the clear choice.
Current offer
Brand Strategy Package, $2,000
Includes:
4 strategy calls
Competitor research
Positioning
Messaging
Brand recommendations
2 revision rounds
The problem
The offer reads like a list of tasks.
The client sees:
“I'm paying $2,000 for research, calls and a strategy document.”
Not:
“I'm investing $2,000 to finally know how my brand should be positioned.”
Value Ladder
-
Research, insights, recommendations.
Low perceived value.
-
Positioning, messaging, brand direction.
Higher perceived value.
-
Knowing what to say, who to target, and how to differentiate.
Higher value.
-
A brand that can attract the right customers, command greater confidence, and support growth.
Highest value.
Before
“I know my business is good, but I can't articulate why someone should choose me.”
After
“I know exactly what I stand for, who I'm for, and why I'm different.
Offer Architecture
-
Understand the business, audience, market and opportunity.
Uncover what’s working, where the friction exists, what customers truly value, and where the strongest opportunity for differentiation lies.
-
Establish positioning, differentiation and strategic direction.
Turn the insights into strategic choices 0 defining who the brand is for, what it should be known for, why it matters, and how it stands apart.
-
Build the verbal foundation that brings the positioning to life, from the core value proposition and messaging hierarchy to the language used across key touchpoints.
-
Translate the strategic foundation into clear recommendations for content, campaigns, sales, and customer experience so the strategy can actually be put to work.
-
The client isn't buying four strategy calls.
They're moving through a strategic transformation—from ambiguity to clarity, differentiation, and direction.
The Pricing Model Shift
Hourly pricing → $200/hour × 10 hours = $2,000
The price is no longer calculated by: “How long will this take me?”
Value-based packaging → A strategic intervention that clarifies the brand's position, message and direction.It's anchored around: “How valuable is it for the client to solve this problem?”
Packaging the Offers
Create a clear offer ladder rather than one $2,000 service.
1. Clarity Session $750
For founders who need an outside strategic perspective.
Outcome: One high-priority brand challenge clarified.
2. Brand Intensive $4,000
The core strategic engagement.
Outcome: Clear positioning, differentiation and messaging foundation.
3. Brand Positioning Partnership $8,000+
A deeper strategic engagement for businesses undergoing significant growth or repositioning.
Outcome: Full strategic brand foundation + implementation direction.
Why this works
The $750 offer creates accessibility.
The $4K offer becomes the core revenue driver.
The $8K+ offer establishes the value ceiling.
The strategist is no longer trapped in: “My rate is $X/hour.” She's selling levels of transformation.
Sales Messaging Framework
The sales messaging moves the audience from recognizing the symptom → understanding the real problem → seeing the solution → taking action.
STAGE
MESSAGE
Hook
You don't have a branding problem. You have a clarity problem. Your expertise is there—the challenge is making its value immediately understandable to the people you're trying to reach.
Agitate
If your audience can't quickly understand who you're for, what you do, why you're different, and why you're worth choosing, even great work becomes difficult to recognize. The result is generic messaging, inconsistent marketing, and an expertise-led business that looks more interchangeable than it actually is.
Reframe
You don't need more content. You need more clarity underneath it. Before adding another campaign, channel, or piece of content, the brand needs a strategic foundation that makes every expression of it clearer and more consistent.
Solution
The Brand Clarity Intensive - a focused strategic engagement designed to uncover what makes the business valuable and translate it into clear positioning, meaningful differentiation, and messaging the market can understand.
Value
You leave knowing what you stand for, who you're speaking to, why someone should choose you, and how to communicate that value consistently across your brand, marketing, and sales.
CTA
Make your value obvious. → Apply for the Brand Clarity Intensive.
Outcome
From Selling Time →
Selling Transformation
The offer shifted from hours, deliverables, and revisions to a value-based model built around the problem, strategy, and transformation. By packaging expertise around outcomes—not time—the offer created a stronger reason for clients to invest at a premium.