--- title: Website Kickoff — Brand Repositioning & Website Rebuild type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-12-asymm-website-kickoff-129509650.md tags: - meeting - asymmetric - brand - website - strategy - repositioning - marketing - icp - abm - seo - aeo - elementor - ecommerce - content-marketing - cold-outreach - hubspot - environmental-services - food-and-beverage - kickoff layer: 2 client_source: Asymmetric Marketing industry_context: b2b-services transferable: false --- # Website Kickoff — Brand Repositioning & Website Rebuild ## Overview Kickoff meeting to align the full Asymmetric team on a comprehensive website rebuild and brand repositioning. The scope extends beyond a website refresh — it covers a fundamental shift in how Asymmetric presents itself to the market: from a generalist "execution for hire" digital agency to a **strategy-first growth consultancy** that builds competitive edges for smaller companies competing against better-resourced rivals. Mark Hope characterized this project as the company's **top priority**, describing it as "existential" for revenue growth and client acquisition. **Attendees:** Mark Hope, Karly Oykhman, Isalia Ramirez, Avokerie Onorimuo, Andrzej Filipiak, Łukasz Bugajski, Michał Bielerzewski, Melissa Cusumano --- ## Key Decisions ### Strategic Repositioning - **From:** Full-service digital agency, "Chinese menu" of execution services - **To:** Strategy-first growth consultancy that "builds your competitive edge and then executes it" - Core narrative: **David vs. Goliath** — helping smaller, smarter companies outmaneuver better-capitalized rivals. Framed as a business story, not a conflict story. - Military language (e.g., "asymmetric warfare," "battle-tested") to be toned down given the current global environment; "war games" retained as it is industry-standard terminology used by Harvard, McKinsey, and BCG. ### Website: Build from Scratch on Elementor - The existing Beaver Builder site will **not** be adapted — a completely new site will be built on Elementor to avoid technical debt and PHP compatibility issues. - Staging environment will be wiped and rebuilt. Production site will be backed up to dev before the new build begins. - Developer: **Eshock** (preferred over Jeff for speed and willingness to collaborate as a team). - Total scope: **26 pages**, fully specced with SEO metadata, copy direction, design notes, and dev technical requirements. ### Brand Identity Refresh - Logo symbol remains unchanged. - Text treatment updated to **darker red** (as proposed by Łukasz Bugajski). - New color palette adds **teal** and **amber**, replacing the existing bright blue. - Design team (not Roy) will handle Asymmetric's social assets to maintain brand quality. ### Initial Marketing Vertical Focus - Two verticals selected for initial campaigns: **Environmental Services** and **Food & Beverage**. - Environmental Services scoped as: hazardous waste collection, environmental remediation, regulated materials disposal, and environmental consultants/training companies — **not** broader energy companies. - Vertical-specific landing pages needed **before** the full site build completes (ad campaigns launching sooner). --- ## New Website Architecture ### Primary Navigation (5 sections) | Nav Item | Purpose | |---|---| | **Home** | Hero, proof bar, philosophy intro, 7 service cards, client logos, featured case study, testimonials | | **Asymmetric Edge** | Proprietary philosophy, framework, and approach — the "IP moat" | | **Services** | 7 service pages framed as strategic advantages | | **Proof** | Case studies and testimonials | | **Intel** | Resources and thought leadership | ### Seven Service Pages 1. Strategy Consulting 2. Digital Asset Development (websites, brand assets, sales collateral) 3. Content Development (blogs, thought leadership, AI-enhanced content) 4. SEO & AEO (Answer Engine Optimization — visibility in ChatGPT, Perplexity, Gemini) 5. Account-Based Marketing (ABM) 6. Digital Marketing (paid search, email, out-of-home) 7. Asymmetric E-Commerce > **Note:** "Content Development" vs. "Content Marketing" naming left open — Karly flagged that users may search for "content marketing" specifically. Decision deferred. --- ## Messaging Framework ### Language to Use - **Edge-based:** Edge, Advantage, Asymmetric, Outmaneuver, Outthink, Outgrow - **Outcome-based:** Exponential Growth, Category Leadership, Market Position, 10X Results - **Intelligence-based:** Precision, Insight, Competitive Intelligence, Data-Driven ### Brand Voice Principles - Confident without arrogance ("we know this works because we've done it") - Direct — no marketing speak, no padding - Strategic — every claim connects to an outcome, not an activity - Unconventional — never sound typical ### What to Avoid - "Contact Us" as primary CTA (too passive, frames engagement as transactional) - Local award badges (e.g., "Best Web Agency in Madison") — replace with more globally credible proof - Service names as execution outputs (e.g., "Digital Marketing") rather than strategic advantages --- ## Marketing Strategy ### Three ICPs | ICP | Description | Focus | |---|---|---| | **ICP 1 — Mid-Market B2B** | $5M–$75M revenue, outgunned in their category | 80% | | **ICP 2 — Growth-Stage Tech/Software** | Scaling companies needing strategy-first marketing | 20% | | **ICP 3 — E-Commerce Brands** | Future focus | — | **Core problem being solved:** Stagnating growth — companies that grew for years and have plateaued, where the root cause is a strategy that wasn't designed to get them beyond their current ceiling. ### Five Marketing Channels 1. **Social Media** — Organic and paid (Facebook) 2. **Content Marketing** — Blogs and thought leadership aligned to buyer journey 3. **Ads** — Google, Bing, Quora, Reddit 4. **ABM** — 100 personalized target accounts with deep research and coordinated outreach; HubSpot ABM infrastructure 5. **Cold Outreach** — 37,000 validated contacts Every campaign will target a **specific ICP** with a **specific value proposition**. ### HubSpot Mark has been rebuilding HubSpot so contacts are clean, segmented, and ready for campaign launch. --- ## Action Items | Owner | Action | |---|---| | **Mark** | Move all strategy documents from Slack to the shared Google Drive strategy folder | | **Mark** | Resolve Gusto payroll issue before March 20 tax deadline | | **Mark** | Create backup of current production site before new build begins | | **Karly** | Create ClickUp tasks for the two vertical-specific landing pages (Environmental Services, Food & Beverage) | | **Karly** | Develop 5-channel marketing strategy and content calendar with Evoke | | **Melissa** | Schedule design sync with Michał for Monday, March 16 | | **Melissa** | Schedule kickoff meeting with Eshock to begin new site build | | **Michał** | Begin designing new homepage and one service page template using specs and new brand guide | | **Isalia** | Act as project orchestrator — maintain strategic alignment across all workstreams | --- ## Source Documents Referenced in Meeting Mark shared four documents (in Slack at time of meeting; to be moved to Google Drive strategy folder): 1. **Brand Guide (draft)** — refreshed color palette, updated logo text treatment 2. **Website Overhaul Sitemap** — new IA, nav structure, service framing 3. **26-Page Site Spec** — page-by-page design, dev, copy, and SEO specs (color-coded: blue = dev, green = design) 4. **Value Proposition Canvas** — gain creators and pain relievers for all three ICPs 5. **Initial Marketing Strategy** *(in progress at time of meeting)* — 5-channel plan, vertical briefs for Environmental Services and Food & Beverage --- ## Related - [[wiki/clients/current/asymmetric/_index]]