Ironclad Brand Strategy [logo] Ironclad Brand Strategy


Create razor-sharp brand positioning for your organization with the Ironclad Springboard™

Blurry brand positioning diminishes your organization’s value.

Define the positioning that will unlock the most good from your organization.

Forging an Ironclad Brand [book cover] Learn more about the book. The Ironclad Springboard is a methodical approach to positioning based on the best-selling book Forging an Ironclad Brand: A Leader’s Guide by Lindsay Pedersen.

This approach enables you to pinpoint your optimal positioning with intention, so that you can focus on what disproportionately drives success.

Your resulting Ironclad Brand Positioning will:

  • Elevate your pricing power
  • Spark attention among your right customers
  • Foster customer loyalty
  • Differentiate you now and for years to come

What is Ironclad Brand Strategy?

Of all the positions you can gain in the mind of your audience, not all of them are equally attractive. There is a choice of positioning that is more right for you than any other.

This is your Ironclad Brand Strategy. It is a positioning that:

  • Resonates with the audience AND is ownable and distinctive to you.
  • Gratifies a customer’s functional need AND lights them up emotionally.
  • Transmits vividly through messaging AND throughout the customer’s entire experience of your offering.
Ironclad Method

Ironclad Springboard’s proprietary frameworks embolden you to select this optimal positioning. This Ironclad Brand Strategy can then be the North Star that concentrates you and your people on what will fuel the organization’s sturdy growth.

Licensing the Ironclad Springboard

Leaders continually ask themselves:

  • How do we stand out?
  • Who is our sweet spot audience?
  • What value do we bring to them?
  • What do we say to them?
  • How do we help a potential customer say “yes”?

Ironclad Springboard licensing is designed with one goal: enable you to focus on what most unlocks your unique organizational advantage, thereby making your organization ever more valuable.

We partner with organizations of all sizes to formulate positioning, galvanize employees, strengthen leadership and boost the bottom line.

The Ironclad Brand Strategy you create during the Ironclad Springboard engagement will shine a light on what matters most, so that the right answers are clear.

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Lindsay Speaking

Lindsay Pedersen

Lindsay Pedersen developed the Ironclad Springboard by drawing from her classic marketing training at the Clorox Company, as well as from her experience building brands from burgeoning startups and nonprofits to multinational companies like Starbucks, T-Mobile, Zulily, Princess Cruises and Duolingo.

Ironclad Springboard™

The Ironclad Springboard is a phased engagement to create an Ironclad Brand Positioning that will guide your organization.

  1. characterize

    The Ironclad Springboard begins with the Explore Phase to establish context. You explore your sweet spot customer, your primary competition, organizational strengths, and organizational character. The insights that surface in this phase form rich raw material for your brand positioning.

  2. stage

    In the Commit Phase, you synthesize your insights to reveal themes that are both compelling to the customer and ownable to your business. You develop a ladder of benefits and reasons to believe that specify the promise your business makes, how you prove that promise, and the reward your customer ultimately experiences as a result of that promise. You also define your character, personality and tonality of your organization, enabling consistent and genuine brand expression.

  3. activate creative

    In the Infuse Phase, you identify each stage of your customer’s journey with your brand. Explicitly describing the stages allows you to tailor your messaging and product offering for maximum impact. You come to see brand in everything your organization does. You will lead with an Ironclad Brand Strategy that serves as the organization’s North Star.

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Praise for the Ironclad Method

Organizations that want laser focus are using the Ironclad Springboard to define and express their optimal positioning for maximum impact.