The most valuable thing in your business is the thing you can't see.
Weekly 1:1 brand strategy for founders who are done being the best-kept secret in their market.
You built something genuinely different. Your customers know it. Your team knows it. But somewhere between what you do and how you talk about it, the difference disappears, and you end up bidding against companies that have no business being in the same conversation.
A client of ours put it better than we ever have. "You just can't read the label from inside the bottle."
Executive Brand Coaching puts an experienced brand strategist in the room with you every week, working your positioning from the studs up and applying it to the decisions your business is actually facing.
The proof you're looking for is probably already in your building
Twelve days into a recent engagement, we audited a client's own online community as groundwork for their positioning. We found a city department that had already purchased one of their programs, a second region where their work had quietly taken root, and a complete offer ladder that had never been drawn on one page. Their own analysis had concluded they had no proof to show funders. The proof had been sitting in their files the whole time.
Nobody on that leadership team was careless. They were close. Twenty years in, you know your business so well that you can no longer tell which parts of it are remarkable. That is the problem this coaching exists to fix.
How it Works
A weekly 60-minute strategy call.
You and Jon Czeranna, Wit & Craft's co-founder.
The Brand Lab Positioning Roadmap.
Nine steps, worked in sequence. Competitive analysis, SWOT, your ideal client, your real differentiators, brand personality, market category, positioning statement, Golden Circle, and your brand story, finished as a declaration and a one-page positioning sheet you run the company on.
Real work between the calls.
Competitive research, audits of your live products and channels, and drafts you react to. You bring the truth about your business; we bring the strategy work done.
Your own Brand Portal.
A private, password-protected site at your own address that fills in room by room as the work gets done. Your positioning stops living in a PDF nobody opens and starts living somewhere your whole team can walk through.
The room and the tools.
Membership in the Brand Lab Collective community, plus Pro access to Brand Voice Engine to turn the finished positioning into on-brand content.
At your pace
Every step is a working session, and some take more than one. Some founders finish the roadmap in two months. Leadership teams and complex businesses take four or more. The pace is set by your business, never by a calendar, because positioning built on rushed answers doesn't hold.
And when the roadmap is done, we hold a checkpoint. We look at what's live in your business and decide together what the next arc of coaching is for. Some clients are done at that point, and we shake hands. Most keep going, because the business keeps facing brand decisions (an announcement, a launch, a key hire, a new market), and now there's a strategist in the room who knows the whole story.
Who this is for
Founder-led B2B companies. Manufacturers, fabricators, professional services, specialty trades, mission-driven organizations. If you're the person whose name is on the line, whose company wins work it deserves but loses attention it deserves more, this was built for you.
It is deliberately small. Jon delivers every engagement personally, which caps this at five clients at a time. Three seats are filled as of August 2026.
The investment
$1,500 a month, month to month. No minimum, no time cap, cancel with 30 days' notice. You stay because it's working.
Every engagement starts with a 30-day money-back guarantee. Do the work (complete the first module and attend four calls), and if you want your money back, you get it.
About Wit & Craft
Wit & Craft is a Grand Rapids branding studio that brings big-agency strategic thinking to founder-led businesses, with Midwestern approachability and craftsmanship. Jon Czeranna has spent more than 20 years helping businesses stop competing on price and start owning their market. The same method behind this coaching repositioned an artisan barrel maker from one barrel and one customer into more than 500 custom barrels a year, with orders placed well into the next year.
Brands Made Different®
FAQs
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Same method, different room. The Brand Lab is our group membership for independent interior designers and architects, at $500 a month. Executive Brand Coaching is private and weekly, open to founder-led B2B companies of any stripe, and it flexes around the live decisions in your business.
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An agency hands you deliverables. Coaching builds the positioning with you, in your own words, so the thinking stays in your company after every engagement ends. You'll still have deliverables. You'll also know exactly why every line of them is true.
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No. We start with what exists, pressure-test it, and build from there. Several of our clients came to this work with previous brand documents in hand.
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No. That's the work.
Book a strategy call
30 minutes, direct answers, no pitch deck. If we're not the right fit,
we'll tell you and point you somewhere better.
