How One DEI Consultant Bridged Cultures by Changing His Voice

CASE STUDY: PERSONAL BRAND OF A DEI CONSULTANT

FOCUS: BRAND VOICE CONFUSION | AUDIENCE: EXPERTS WITH IGNORED BRANDS

I helped a DEI consultant change his voice to build cultural trust across Europe, Asia, and the Middle East.

The Brand Challenge

This was a highly capable male DEI consultant based in Europe, working with corporate clients expanding into Asia and the Middle East. His expertise lay in guiding leadership teams through cross-cultural DEI journeys—often in complex post-M&A contexts or market entry phases.

Yet his digital voice was undermining trust. His website, LinkedIn, emails, and reports sounded stiff and Western-centric—using phrases like “global DEI frameworks” and “inclusive capability building.” In markets where trust, humility, and cultural sensitivity were paramount, this tone created emotional distance. Leadership teams in Asia and MENA were hesitant to engage fully, sensing an imposed Western model. Even his European clients saw the gap between his deeply human facilitation style and his corporate-sounding materials.

The Brand Insight

Through research and review, I identified that his pre-engagement voice lacked emotional openness and cultural humility—essential qualities for success in transnational DEI work. He was unintentionally signalling “I am here to teach you”, rather than “I am here to listen and learn with you.”

The deeper insight was that his voice needed to convey relational safety before any workshop or engagement began. In transnational contexts, where DEI carries varied cultural meanings, a human and respectful voice is the first bridge to trust. His professional expertise wasn’t in question—but without voice alignment, leaders weren’t crossing that bridge.

The Big Brand Idea

I proposed a core narrative shift: “Facilitating DEI journeys with cultural care and deep listening.” This was not a copy tweak—it was a reframe of how he positioned his entire brand voice.

We removed jargon-laden phrasing and replaced it with language that signalled partnership, humility, and care. His website and other communication now opened with: “No single DEI model works everywhere. I help leaders listen deeply, build belonging across difference, and navigate cultural nuance with care.” Across all touchpoints, his voice now invited dialogue, not compliance.

The Brand New Strategy

The new voice strategy followed four key moves. First, his website tone became warm and invitational—grounded in listening rather than frameworks. Second, LinkedIn and blog content featured real stories, reflections, and quotes from leaders in Asia and MENA—building narrative credibility.

Third, onboarding emails for leadership workshops were rewritten to sound human and welcoming—not transactional. Fourth, post-workshop reports combined professional insights with human-centred reflections from participants—showing his commitment to relational outcomes. Crucially, we also changed his external title to “Facilitator of Belonging & Brave Conversations”—a powerful shift from the generic “DEI Consultant.”

10 New Content Directions

Here are 10 strategic ideas developed (and several executed) to support the new brand direction.

Narrative-First Website Redesign – Crafted an emotionally open tone signalling cultural care and humility.
LinkedIn Micro-Stories – Regular posts sharing cross-cultural DEI lessons and personal growth moments.
Reframed Consultant Title – Shifted from “DEI Consultant” to “Facilitator of Belonging & Brave Conversations.”
Human Onboarding Emails – Warm welcome emails to leadership teams, inviting safe dialogue.
Post-Engagement Narrative Reports – Balanced data with human-centred leadership reflections in reports.
First-Person Thought Pieces – Published articles reflecting on cultural nuances in DEI across regions.
Leadership Dialogue Guides – Developed conversation starter guides to encourage open, inclusive dialogue.
Relational Trust Signals – Included testimonials focused on human connection, not just outcomes.
Cross-Cultural Listening Workshops – Created new service offerings centred on building cultural listening capacity.
Podcast Guesting – Positioned the consultant as a voice on transnational DEI conversations through podcast appearances.

Results Within 6 Months

Won two pan-European + Asia-MENA retainer contracts post voice repositioning.
Leadership participation in DEI engagements improved, especially in Asia and Middle East markets.
Client decision-makers cited “cultural care” and “human empathy” as reasons for choosing him over large consulting firms.
Positioned as a thought leader in cross-cultural DEI work—leading to new inbound opportunities.

CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.

Extra Tip for Broader Perspective

If you’re brand owner or manager seeking stronger brand performance, here’s a case study that could interest you: “How One Workwear Label Unbuttoned Its Old Idea of Power.“

If you’re an investor seeking momentum for your portfolio brands, this case study I worked on may resonate: “How A German E-Scooter Brand Was Steered Out of a Timing Trap.“

Take your brand from stuck to full throttle − with one bold strategic shift

"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week—book your breakthrough session now."

Shobha Ponnappa

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