About Ironclad

Your business has a single brand positioning that is more right for you than any other. We use the Ironclad Method – a sequence of rigorous frameworks – to distill your ironclad brand strategy.

Dominant Brand Positioning

Our Unique Approach

We pinpoint your Zone of Dominance

Out of the infinite possibilities, we pinpoint the best positioning for your brand. Our Uncommon Denominator and other frameworks form the basis of our rigorous, scientific approach. The result for your company is sustainable growth.

Are We A Fit?

If this sounds like you, we’ll make an excellent fit:

  • Committed to the brand, starting with the CEO
  • Big thinking about brand, deeming it the North Star, not just marketing
  • Growth mindset in approaching the building of your brand and business
  • Craving focus and willing to make hard choices to reach clarity

We are not for businesses that:

  • Consider brand to be just a name or logo. We are specialists: we only do brand strategy. We believe brand is worth that depth, because your brand’s focus has multiplicative impact on your business’s value.
  • Are merely checking a box. Brand strategy is the tool to achieve your business’s focus. It’s among the most consequential thinking you’ll do as a leader, as it will be your North Star for years to come.

Meet Lindsay

Ironclad owner Lindsay Pedersen is a brand strategist with a scientific, growth-oriented approach to brand building. She has advised companies from burgeoning startups to national corporations, including Zulily, Starbucks, T-Mobile, Avalara and IMDb. She is author of the best-selling book, Forging an Ironclad Brand: A Leader’s Guide.

Lindsay’s background as a P&L owner at Clorox fostered in Lindsay a deep appreciation for the executive’s charge: increasing the company’s value. There, she led mature, billion-dollar businesses and newly-launched categories, from Clorox Bleach to Armor All to Brita. In each case, she was solely responsible for increasing the business’s value.

Thanks to this executive perspective, Lindsay demands that brands be hard-working, disciplined and rigorous in growing a business. Her brand strategies are tested in the crucible of her proprietary Ironclad Method. Lindsay arms leaders with an empowering understanding of brand, and an ironclad brand strategy, so they can grow their business with intention, clarity and focus.