YOU'RE EXCELLENT.
And hard to explain.
Positioning and identity for people at the top of their market. Twenty years exclusively in luxury,
from Milan to the US.
I am
Claudia Barberis
You’re probably here because someone said my name, or because of something I said on a stage, in a newsletter or on a Tuesday. Either way, you already suspect the problem isn’t your work.
It isn’t. Your work has leveled up. The way you’re seen is two chapters behind, and everything that stands in for you when you’re not in the room, referrals, your site, your profile, your bio, describes someone you used to be.
I’m a positioning and identity strategist. I read you exactly as you are, I show you what your positioning has been hiding, which is usually the part your clients would love to pay for, and I hand back to you a full personal branding strategy, built to be acted on.
My clients introduce me with sentences that sounds like: “She’s the person you go to when you’re excellent and nobody can tell.”
Being the best is a waste if no one can see it.
Stages, press, companies:
WAYS TO WORK WITH ME
The Icon Protocol
Five weeks, one to one, with me. You leave with your Identity Architecture in writing: what you’re the person for, how you’re seen today, what to change first. Only two clients a month, because every analysis is done by me.
Iconic
Tuesdays
A free live, every Tuesday, forty-five minutes. One positioning concept from my private work, then a guided self-diagnosis so you know what to work on. No replay.
Companies
The same strategic read, applied to the people who carry your company’s name in front of clients, candidates and the market: training, keynotes, and private work with key people.
WHAT ICON MEANS HERE
An icon isn't the most famous person in the room.
It’s the one who is fully themselves in public and unmistakable for it. You don’t get there by adding a persona. You get there by taking one off.
That’s my method, and it’s the opposite of what the market sells. Most positioning work adds: a script, a niche, a character to play. Mine removes. What you’ll become unmistakable for is already yours. You’ve been standing in front of it.
In their words
The fear of her turning my professional and private figure upside down was strong. Instead, Claudia read inside me. She shed light on my strengths without distorting the true essence of who I am.
Alessandra PeraniCEO and founder, AP Italian Luxury and Maison Pop Couture
When I asked, she said: “Yes, I do choose my clients.” I replied that I had chosen her too. I thought it would be: I’m relying on a professional, communication, done. Instead, she made me work hard.
I was used to stages and business negotiations, to representing the company at the highest level. Having to represent myself, too, was an even bigger responsibility.
Luca PuggioniGeneral Manager, Azimut
My husband asked: “Are you going to become someone else now?” No. She taught me to be an ambassador for myself and for the company, both with the same alignment and integrity. Now people are looking for me, new employees and customers.
Simona CuciniOwner, Officine Cucini
HOW I WORK
Everything I do rests on three pillars, and I didn’t invent them at a desk because they sounded good. They were part of my personal history and, in these years, I turned them into a method.
I’ve done only this for twenty years, and only in luxury, where nobody pays for the loud version of anything.
The three pillars:
Brand
Brand is the story: the one you tell, the one that has been told about you and the one that was silenced.Environment
Environment is the rooms that shaped you and the rooms you want to enter. You learn to read them and how they read you, so you stop being shaped by them and start shaping them.Identity
Identity is the center. No strategy, message or image holds if it isn't aligned with you. Deeply.I learned all three for survival, before I had a word for any of them. Now I use them with intention, to build freedom and the success that comes with it.
A LETTER FROM MILAN, EVERY THURSDAY
One thing I see in people like you, every Thursday. Not tips. Not a framework. A reading, and what to do with it. Five minutes, by email only.