FOCUS: BRAND CLARITY ISSUES | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped an academic coach rediscover that simplifying his value did not mean diluting it into empty abstractions.
The academic coach was a PhD scholar who specialised in mentoring postgraduate students through the rigours of research methodology and thesis development. His intent was to make advanced research concepts less intimidating. Yet in trying to be accessible, his messaging was reduced to slogans like “Get Better Grades, Easily.” Heavy topics became shallow sketches. Instead of attracting serious students, he began to attract the wrong audience looking for shortcuts.
The consequence was a loss of academic credibility. By oversimplifying, he blurred the difference between his expert service and quick-fix tutoring. Students who might have valued his depth overlooked him, assuming his work lacked substance. His brand clarity issues stemmed from a well-meaning effort to simplify, which ended up diluting authority.
I recognised that the coach’s true value lay in layered communication. He needed to present his expertise in a way that felt approachable at the surface, but revealed depth as students engaged further. The insight was that simplification should be a gateway, not a dilution. By structuring content with entry-level clarity and optional deeper dives, the coach could attract students without undermining his credibility.
The brand had to stop equating accessibility with removing complexity. Instead, it needed to frame complexity in relatable ways. Students didn’t need shortcuts; they needed confidence that their mentor could simplify the journey without trivialising it.
My big idea for this academic coach was “Approachable Rigour.” This meant positioning the coach as someone who could take intimidating research processes and break them down into digestible steps, without cutting corners. His service was reframed as a bridge between raw academic difficulty and structured, guided mastery.
This idea transformed his perception. He was no longer competing with general tutors. He became the mentor who simplified without diluting, offering clarity while retaining intellectual weight. In this way, simplification became a strength rather than a weakness.
I helped the coach build a brand framework that balanced approachability with gravitas. His messaging now opened with relatable phrases … such as “Make your thesis less overwhelming” … followed by proof of depth: credentials, case examples, and structured learning paths. Each communication carried both an accessible surface and a deeper, credibility-rich layer.
We redesigned his website to reflect this duality. The landing pages were simple and student-friendly, while the secondary pages showcased whitepapers, methodology outlines, and testimonials. Social content mixed quick tips with longer posts unpacking research challenges. This ensured no dilution of expertise while keeping the brand engaging.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Thesis Simplifier Videos: Short, engaging explainer videos breaking down dense academic concepts using analogies, visuals, and real-life research examples, showing students that clarity and depth can coexist.
Research Method Diaries: Blog series that chronicle past students’ journeys, detailing how they tackled complex research challenges with structured coaching, demonstrating the credibility of the process step by step.
Layered Learning Guides: Downloadable resources designed with simple overviews up front, followed by in-depth sections that allow motivated students to dig deeper into academic methodologies and frameworks.
Office Hour Q&As: Weekly interactive live sessions where students can ask simple questions, with the coach providing comprehensive answers that combine immediate clarity with rigorous academic explanations.
Step-by-Step Infographics: Visually appealing roadmaps that illustrate thesis development stages, making intimidating academic tasks approachable while still including the nuance of each phase.
Student Showcase Stories: Case stories highlighting serious students who improved both their understanding and performance, showcasing tangible results and underscoring the coach’s depth of expertise.
Interactive Quizzes: Online self-assessment tools that test students’ readiness for academic challenges, providing personalised feedback that encourages engagement while highlighting the coach’s authority.
Behind-the-Method Posts: Articles that explain why certain research methods are chosen in specific contexts, demonstrating the reasoning and expertise behind simplified guidance.
Academic Webinar Series: A series of long-form online sessions with professors and subject-matter experts, giving students access to high-level discussions while still being structured in an accessible format.
LinkedIn Articles: Thoughtful, long-form articles where the coach shares his perspectives on research clarity, striking a balance between making complex topics digestible and proving his scholarly authority.
Inquiries from serious postgraduate students increased by 180%, while requests from casual learners dropped significantly.
Brand perception studies showed a 3x rise in credibility scores among target students.
Website dwell time doubled, as students explored both quick tips and deeper resources.
Speaking invitations grew by 40%, positioning him as a respected thought leader in academic mentoring.
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.
If you’re brand owner or manager seeking stronger brand performance, this Case Study Post I wrote could interest you: “How a Distinctive Coffee Blend Lost Flavour in Generic Headlines.“
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I worked on may resonate: “How a Green Founder Went from Liability to Asset for Investors.“
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