Higher Education / EdTech · 2025 (Q3)

Brand Compass

One Message, Two Audiences

A brand with no clear B2B or B2C voice, reporting straight to the CEO. Market research, competitor benchmarking and customer perception shaped one key message — split into two positioning strategies that later became the foundation for a 136K-registration growth campaign.

Industry

Higher Education / EdTech

Client

Universia (Grupo Santander)

Year

2025 (Q3)

Tools

SEMrush, Google Forms, Notion, Microsoft Planner/Trello

Skills gained

Brand strategy
Market research
Competitive benchmarking
B2B/B2C positioning
Brand guideline development
Stakeholder reporting
Internal training design

Overview

I led the strategic rebrand of Universia's tone of voice, positioning, target audience and key messaging, working alongside a designer and reporting directly to the CEO throughout.

Challenge

Universia lacked a clear B2B and B2C strategic positioning, a gap created by repeated team changes over time. Without consistent messaging or a defined audience strategy, the brand risked speaking inconsistently to both the students it served and the companies it partnered with.

Approach

The rebrand followed a research-first process: market research, competitor benchmarking and an assessment of how customers currently perceived Universia. Those findings shaped the key message the brand wanted to convey, which in turn informed distinct positioning strategies for B2B and B2C. Each audience got a message rooted in real market and customer insight, not assumption.

What I did

01Led market research and competitive benchmarking to understand Universia's position in the market
02Assessed current customer perception of the brand
03Defined the brand's key message based on the research findings
04Developed distinct B2B and B2C positioning strategies aligned to that message
05Worked with a designer to translate the strategy into a brand guideline
06Created a B2B/B2C positioning manual and an internal brand kit for employees
07Designed and delivered training for employees on the new positioning
08Reported progress and decisions directly to the CEO throughout

Results

136K+

registrations from The Opt-In Effect, built on the B2B/B2C content split, with zero paid spend

1M+

impressions for a sponsored LinkedIn campaign promoting Universia's AGI integration service

+5,242

organic followers on the Universia LinkedIn page over the year

1.12M+

organic LinkedIn impressions over the same period

new clients closed by the commercial team after the rebrand