William Schroeder

About William Schroeder

I am a consultant specializing in brand-driven organizational change programs primarily for services organizations. We operate at the nexus of brand (your organization\'s promise of performance) and culture (your organization\'s core values, beliefs and norms for how you deliver on that performance.)At Clarity we work with clients across a wide range of categories. We predominately work with organizations that are people-to-people businesses and specialize in professional services including the world\'s premier law firms.Our approach includes research to help clients understand their organization\'s uniqueness, authenticity and relevance, strategy to clarify and focus in on those key attributes, and programs to extend the strategy through people\'s actions and behaviors, as well as across key communications touch points. I also have extensive experience building and facilitating programs and workshops that engage people in defining what changes need to happen and how to implement them in effective and consensus-driven ways.I teach a course in Strategic Visual Communications in Columbia University\'s graduate Strategic Communications department. I have also taught and lectured in graduate design management and branding courses at Pratt Institute, Parsons and New York University, as well as led corporate workshops, served on panels and presented at a number of seminars and conferences.Specialties include- Tailored research programs that include iInternal and external interviews, focus groups, and competitor and market analysis- Brand strategy development as the basis for delivering the brand promise across the full range of organizational touchpoints- Brand activation programs for internal staff that drive change, bring the brand to life and advance strategic priorities- Design management consulting and visual communications strategies

Experience

1. Founder and Principal

   Clarity Group Consulting

   Sep 2008 — Present

   Clarity Group is a boutique consultancy focused on brand-driven change initiatives for professional services and people-to-people businesses. We clarify and articulate what makes your organization stand out from the crowd, and then build and facilitate organizational change programs that engage your people in delivering on the brand\'s promise in ways that advance your most important strategic priorities.We work with a wide range of organizations, from startups to leadership brands, in a variety of industries, helping them unearth and express what makes them distinctive and relevant. We have particularly deep expertise working with global professional services organizations such as law firms and financial services firms.Our approach is unique. We believe key to building a leadership brand is engaging your people and clients in the process; this not only helps us get at the true essence of your brand, but it also builds everyone’s understanding of and enthusiasm for your brand. Most of all, we engage everyone in the organization in understanding what the brand stands for and how they can deliver on the brand each day with clients, colleagues, and other key stakeholders. This approach allows senior leadership to leverage the power of a bottom-up approach to organization-wide change. Areas of expertise• Research • Brand strategy • Digital and content strategy• Marketing and communications materials• Brand engagement initiatives• Creative direction of website and other marketing programsIndustries• Legal• Financial services• Media• Non-profit• Healthcare• Hospitality

Education

• Georgetown University

  Certificate, Organizational Consulting and Change Leadership

• Virginia Tech

  Bachelors, Architecture

• Virginia Tech

  Bachelor's degree, Architecture

• Pratt Institute

  Masters, Design Strategy and Management

• Georgetown University

  Executive Certificate, Organizational Consulting and Change Leadership

• Pratt Institute

  Masters, Design Management

  1997 — 1999

• Pratt Institute

  MPS, Design Management

  1997 — 1998

• Virginia Tech

  B Arch, Architecture

Skills

• Social Media Marketing
• Integrated Marketing
• Strategic Communications
• Adobe Creative Suite
• Digital Media
• Brand Management
• User Experience
• Content Strategy
• Marketing Strategy
• Strategy
• Creative Direction
• Social Media
• Graphics
• Management
• Digital Marketing
• Marketing
• Creative Strategy
• Leadership
• Digital Strategy
• Corporate Communications
• Strategic Brand Consulting
• Brand Architecture
• Strategic Planning
• Marketing Communications
• Project Management
• Visual Communication
• Product Development
• Indesign
• Media Relations
• Budgets
• Corporate Identity
• Concept Development
• Art Direction
• Brand Development Strategy
• Graphic Design
• Branding & Identity
• Advertising
• Brand Development
• Copywriting
• Online Marketing