Forte

Forte, an online music education platform start-up, sought to increase awareness with teachers and students while differentiating from competitors. In a crowded market of automated learning apps and live lessons held on virtual calling sites, Forte needed a way to articulate its differentiators of creating access to music through technology while honoring the excellence of traditional music education.

As a freelance brand strategist, I developed Forte’s brand platform, including its positioning and key messages, a brand toolkit with guidelines on voice and tone, and website copy to differentiate them from competitors, engage teachers and students, and set them up for success in future content development.

I conducted primary and secondary research to understand how competitors position themselves, how their audiences are discovering new platforms today, what they desire in a platform, and what makes Forte unique. Through this, I identified three key observations: 1) competitors talk about the same thing: ease and features, 2) teachers desire respect for and control over their craft, and 3) Forte differentiates in its ability to honor the excellence of traditional music education and create access through technology. These insights led to creating their core positioning: "Inspire more music," emphasizing that more music creates a better world.

Forte successfully launched its new site and is attracting an increasing number of teachers, helping to establish their presence in the competitive online music education space. 

Client: Forte

Role: Freelance Brand Consultant

Project: Brand Strategy, Brand Positioning, Brand Platform, Messaging Toolkit, Voice and Tone, Website Copy