Vyway Market & Brand Strategy

Anne is an absolute joy to work with and provides thoughtful and insightful guidance throughout the process. She helped our team work together to create stronger key messaging and targeted company values. Vyway’s vision, vantage, voice methodology helped us harness what we are passionate about and made that the focus of our marketing and future. I recommend Anne to any company looking to build a strong foundation for new marketing plans and strategies.

Back in 2012 when Versique Search & Consulting was created, it was a true pleasure working with Anne on the new Versique brand launch. She and her team successfully guided us through brand naming, brand strategy, brand identity, integrated marketing communications (advertising, public relations, stationery, sales tools, digital/social media, etc.), website creation, video production, and more. We were extremely impressed with the high caliber of work and the long hours of personal dedication Anne and her team put toward our launch goal. I couldn’t sing higher praises of Anne and her Vyway team!

Anne has done qualitative market analysis and presented her findings to our strategic planning committee and process. I find Anne intellectually curious, culturally sensitive and incredibly skilled at framing the questions that move a group from spinning to linear, logical conversations. Anne is a wonderful professional resource that every institution would be wise to consult.

Anne was instrumental in forming and developing the brand strategy, identity, and name for the start-up of our new company and products. Her delivery was always on time and exceeded expectations. She has impeccable integrity and compassion. She was a key asset on our team and an invaluable contributor to our successful launch.

We were two engineers starting a new sailboat racing application, and we thought we knew enough about marketing to do it ourselves. Our ideas for company names were like SmartRacer or Performance Sailing. We asked Anne Berg of Vyway to help us with brand naming and brand identity - she had to teach us what that meant. She presented us with a palette of sporty names, of which none were in the dictionary. We chose Kattack. Then Anne presented us with options for the logo, font, and color palette - creating the look for our app. Then was followed by discussions around positioning and messaging, where she created the product sheet to introduce our product to our customers. Quickly, our customers learned how to pronounce Kattack and associate our logo with our product. Anne guided us through the branding process - naming, identity, and strategy. I highly recommend the team at Vyway to help with your branding.

Anne Berg and her firm Vyway have been a terrific partner with The Prouty Project for many years. Her skills and those of her team shine through in all they do. They have a gift in being able enter our organization, get close to who we are, capture our culture and then bring it forward to help tell our story. We are grateful for the time they have spent with us...and for all they do! Peter H. Bailey President The Prouty Project

Following a change in ownership, our new management team worked with Vyway to rebrand the company and develop a comprehensive brand strategy plan. Vyway guided us through a comprehensive process including vision, competitive positioning, messaging and “audacious” goal work. We also relied on Vyway for much of the tactical implementation such as naming and identity, website creation, business cards and letterhead, sales collateral, and corporate apparel. Overall, Vyway has been a great partner – professional, full of ideas, on time and on budget, fun and helpful. We would definitely consider working with Vyway again in the future, and would recommend them to others.

We recently hired Vyway — after a comprehensive search of brand strategy consultants — to help guide us through both renaming our master brand and defining our new brand strategy. Anne Berg guided our entire leadership team through her Vision Vantage Voice methodology, which resulted in a clear and compelling platform of mission, vision, values content, along with competitive positioning and messaging work. Her process works very well. Anne is a good listener, a patient facilitator, and an effective leader, with an uncanny ability to draw insights from our group that define what we are really all about. We are thrilled with the work and have high praise for Anne and her team. We hope to have the opportunity to work with Vyway again in the future.

A year ago, we embarked on a journey to rebrand our company to reflect our commitment to pediatric, critical care, and chronic heart failure patients. We chose to work with Anne at Vyway because of her strong reputation as a brand strategist with decades of experience in both brand naming and brand strategy. Her comprehensive approach to developing a brand platform that reflected our company vision, vantage, and voice helped bring clarity to the attributes our name needed to encompass. We are excited with the name we selected and the future of the brand. In addition to her wealth of experience, Anne is very engaging, dynamic, and easy to work with. Her attention to detail and quality results will ensure your satisfaction. Thanks for your great partnership, Anne! William Colón Vice President, Sales & Marketing Nuwellis, Inc.

Anne and I have known each other for almost 5 years. She came to me highly recommended as someone I should get to know in the marketing and strategy space in the Twin-Cities. Our first opportunity to collaborate together was at the kick-off semester for the St. Catherine University MBA program. As an adjunct professor for the Marketing course, I looked for speakers that would be able to provide students with a strong linkage between the theory they were learning in class and the practical professional space where they would apply them. Anne was just the person to cover the strategic marketing topic within the marketing framework for the class. She brought her countless years of experience in consulting to the class with both vibrant examples and simple, usable tools/framework for the students. She was one of the highest-rated speakers for the course. My second opportunity to collaborate with Anne was in a professional setting. Based on Anne's depth of brand positioning, I asked her to support the brand positioning for our Oil and Gas business back in 2016. Anne led the workshop which included the business General Manager, Sales leadership, and myself as the Marketing leader for the business. Anne was able to quickly understand the business, competitive landscape, and help us define a clearer value proposition for our customers. This enabled us to build out several branding options which we could take back and evaluate against the enterprise guidelines. We were able to select one of the options and used it as a branding platform for future marketing efforts including new digital content. Anne's openness to share her wealth of knowledge with up-and-coming professionals and her professional drive is unique and very admirable. I have been lucky to get to know and work with Anne. She is a reliable and knowledgeable partner for any organization looking to drive commercial excellence in either marketing strategy and branding.

Anne’s dedication to the industry and her reputation in the business community is exemplary. Anne is fully connected to her professional network all of whom respect her talent. So when we need brochures or photography, she has a wealth of professionals at her fingertips. We are honored to work with Vyway and delighted to know Anne Berg.

I have worked with Vyway as a business, brand, marketing and naming consultant for both a new and existing entity. Anne Berg brings immediate value because she gets to the core of market and brand strategy for each unique business. She makes strategy come alive with actionable, strong marketing and communications plans and campaigns. Anne clearly explains why a recommended approach should be followed and develops great passion for each business with which she works. Vyway consistently raises the bar and is an excellent resource for a business seeking to build brand value.

I've had the chance to work with Anne and see her facilitate sessions on branding. She is always professional and her approach and methodology to branding work for her clients is remarkable. When she works with her clients, she's thoughtful and asks the right questions so she can build a brand and strategy that will help her clients soar. I highly recommend Anne and her exceptional work.

Vyway's Anne Berg has the best brand management and marketing strategy skills of anyone I have met. Anne helped us create Seeonic's brand strategy including naming the company, several of our products and creating the company logo and color scheme. That was 14 years ago, and it has provided a legacy for the company. Anne's work was thorough and well done.

While I was working at Medication Management Systems (MMS), we hired Anne Berg of Vyway to assist us with the MMS rebranding and updating of our website. Anne is the quintessential professional. She provided us with skillful guidance. She is an excellent listener. She is engaged, knowledgeable, eloquent, and pragmatic. Anne's ability to lead meaningful and productive discussions with multi-functional teams is impressive. Everyone that was involved in the project was impressed and immensely appreciative of her work.

I've worked with Anne on two projects for my small business and I couldn't be happier with the results. Anne guided me through distilling the essence of my offer, then did a top-notch job of translating it into language that connects with prospective clients. Her help was well worth the investment in terms of project turnaround time and more importantly, the resulting impact. I highly recommend Anne, without reservation.

Cantel Medical had acquired several companies and was leveraging different parent names depending on geographical location and business division. In the U.S., Medivators (the Medical Division of Cantel Medical) had extremely strong brand recognition whereas in International markets, the parent name (Cantel Medical) had been successfully launched. Additionally, while Cantel had a defined Mission, Purpose and Values, there was a need for a brand development plan and narrative for the Medical Division. This needed to be developed using customer insights and was needed to develop consistent messaging around our brand promise for the commercial channels. Internally, there was a desire to re-build the history of the company, given that Medivators had an interesting history of “firsts” and is approaching it’s 50th anniversary. Working under the guidance of Vyway, we identified and gathered individuals with various backgrounds and tenure throughout the global organization to participate in the Vyway-facilitated Vision - Vantage - Voice process. We reviewed previous brand work and collected and debated the teams’ input and insights regarding what’s true today and what we envisioned for the future. This was important work given that Cantel Medical was in the process of being acquired. Ultimately, the Vyway framework proved to deliver the depth and breadth of clarity we needed. It will simplify and accelerate our integration work and it guided us to quickly find congruence in our distinct, yet allied brand strategies - strategies that will drive our decision making for years to come. Vyway stayed on budget and kept to an extremely tight timeline. I was impressed with their in-depth study of our company, their comprehensive approach, their on-point deliverables, and their exceptional professionalism.

Anne Berg is masterful at her craft and takes the pain out of the process because she is also an excellent strategist and writer. So, after she guides you through her carefully and thoughtfully constructed process, she then takes it all and breathes new life into your concepts and words. Voila, you get a strong return on your investment with strategy, branding, marketing and communication second to none!

I will never forget the time when I requested help with sales promotional materials for a office furniture dealership I had recently joined. She asked me to lunch, I thought to share her proposal. During lunch she told me the brand I was now representing was a "leaky bucket". Anne said she would be happy to develop brochures and update the website, but that we would be wasting our money because our brand name was so weak. The company had started with a name made up of three very generic words. Because the name was a mouthful, company officials and the market has shortened the name to three initials. A company in a related industry had a very similar name, different by only one word. The market was confused. Anne helped us to develop a new, unique name and then helped us quickly rebrand the business. The market responded positively and immediately to the new name and we were off to the races. Anne is truly a consultative resources who is not afraid to challenge the client to consider a better idea. Thank you Anne!

We have had the privilege of working with Vyway for several years and have been very happy with the work that Anne and her team do. I highly recommend working with them if you are interested in making your brand stronger and increasing sales.