I’m a messaging strategist who helps professional service brands define
What truly sets you apart
& How to talk about it.
Through rigorous research and a framework proven by 60+ companies, I sharpen your positioning and turn it into website and sales messaging that finally clicks with the right buyers.
The problems that make
good brands hard to choose
Your challenges
You sound like everyone else.
Clients can’t tell what makes you different or why they should care.
Your story changes depending on where people look.
Your website, deck, and proposals all tell slightly different stories — which creates hesitation instead of confidence.
You’re credible, but not convincing .
You sound capable, but you’re not giving buyers enough proof to feel confident moving forward.
And these show up where it hurts most: longer sales cycles, more “let me think about it,” and buyers choosing based on price or familiarity, not fit.
Fix the foundation, then build on it
How I help
My job is to uncover your secret sauce and translate it into a clear, repeatable foundation that is easy to use. Then, I help you put it to work across the assets that matter, from your website and sales decks to the materials your team actually uses to sell.
My process
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Most teams already have a list of things they believe make them different. In practice, those lists are often shaped by internal preferences not what your clients or the market require.
I help identify the real source of differentiation. I look at how your business creates value, how buyers compare you to alternatives, and how your process sets you apart.
The result is a clear point of view you can build everything else on.
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A strong differentiator only works if people can use it consistently.
I turn your differentiator into a clear messaging foundation that gives you and your team shared language, structure, and priorities.
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This is where all our prior work comes to life.
At this stage, I translate your new messaging foundation into the assets that actually shape buying decisions.
This allows us to make your value easier to see and compare, while also ironing out all the wrinkles I missed in previous steps.
The core tools you’ll gain
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![Overlapping presentation slides from different companies with the title 'Some of my references & case studies' and logos including VELUX, dyvenia, bitwise, beyond semiconductor, PrimeLine Packaging, and Full Spectrum Insights.]()
Sales deck that connects logic and emotion
One coherent story that looks and sounds like it belongs to the same company that built your website.
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![Homepage that does the heavy lifting]()
Homepage *write-ups* that do the heavy lifting
It’s immediately clear who you are, what you do, and what makes you different so visitors know within seconds whether you’re for them.
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![Overlapping slides displaying message map and audience messages with tables and headings, in a presentation or training materials.]()
Messaging source of truth
A structured framework that defines how to talk about your brand (your key messages, tone, proof points, and differentiators) so your entire team can communicate with confidence and consistency.
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![Overlapping presentation slides with text and graphs on content evaluation, messaging characteristics, and target personas.]()
Comprehensive audit
Obtain clear understanding of how your brand is currently perceived: what’s working, what isn’t, and where trust breaks. It’s your roadmap for building consistent communication going forward.
Working with Katarina was an absolute pleasure. She offered thoughtful feedback on our messaging, helping us strengthen our value proposition, and tightening our copy across the board. She even made sure our new website and pitch decks felt perfectly aligned. Katrina under-promised and over-delivered, finishing everything ahead of schedule and with incredible attention to detail. I’d recommend her to anyone who wants to elevate their brand and communicate with real clarity.
Jon Dunn, 2A Marketing
My work in practice
How I helped a market research consultancy look as big as their ambitions
The “Understand your client” effect: 4x lead growth
Making data talk with purposeful messaging
Why work with me
Specializing in professional service marketing
The perspectives you’ll receive:
A service-first marketing lens.
Services follow a different playbook. I understand senior buyer psychology, long sales cycles, and intangible value, so we start with the right narrative instead of asking the wrong questions.Messaging that carries weight.
In services, your message is the stand-in for your expertise. I shape positioning that signals competence and credibility where buyers actually look.Decisions grounded in real patterns.
Having worked with 40+ service brands, I spot blind spots internal teams miss and help you avoid product-style messaging that quietly works against you.
If you're curious about how your current messaging stacks up, I offer a complimentary Homepage Messaging Audit.
Send me your website’s link and I’ll respond with a custom Scorecard Deck featuring concrete recommendations to transform your homepage into a high-trust asset.