Technology_Repositioning & CEO Brand Building
Date : July 2025
Linkedin profile: Julián Lafuente
Problem: When I started working with Julián Lafuente, his tech consultancy was leading a major HR software integration project. At that point, he needed to test a new value proposition for the business and separate it’s personal brand’s image from its partner software (HR Software)
Communications Target:
HR Leaders & HR Tech Specialist
CEO from Spanish SMEs
Solution: Repositioning & Personal Branding
We positioned Julián as a fresh voice in tech innovation, leveraging his background as a coach to communicate a more human, conscious approach to technology.
Methodology:
Repositioning:
Rebuilt the foundations and work through his own communication channel, LinkedIn, to position him as an thought leader in Artificial Intelligence.
Market study (meet customers, build persona and business pillars proposition)
Brand Strategy
Communication Strategy
2. CEO Personal branding on Linkedin
We started by designing his LinkedIn communication plan and building his personal brand, including a full brand manual and personal brand guidelines including:
Color palette,
Acting, styling
Content pilars
Content template
Tone of voice and storytelling strateg:
Personal Brand Manual
Before and after Linkedin rebranding
3. Content creation:
To establish trust and authority, we created and shared educational content, including premium-quality videos, a practical AI implementation guide for HR leaders and CEOs, storytelling posts and behind-the-scenes insights from his day-to-day to position Julián as a trusted, forward-thinking partner in digital transformation for HR and SMEs
4. test& Learn
I constantly track results to refine and create new content, after three months, impressions have increased by 5% and month 3 has reached 20k impressions
