Snipers.sale: Rebranding & Marketing Strategy
in collaboration with Lazar Mladenović
Introduction
Snipers.sale is a Swiss sales consultancy helping B2B companies improve prospecting, negotiation, and sales performance through programs such as The Prospecting Lab and The Negotiation Club.
The company had strong expertise and a clear offer, but its brand and communication did not yet reflect the quality of the work. I led the strategy, positioning, messaging, and communication side of the rebrand, working closely with Lazar Mladenović on the visual identity. Together, we built a clearer brand, defined who Snipers.sale needed to speak to, and translated that into a practical marketing and content system.
Challenges
Snipers.sale was competing in a crowded sales consulting market where credibility matters.
The main challenge was not the offer itself. It was making the value immediately clear and giving the company an identity people could recognize and remember.
We needed to:
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Differentiate Snipers.sale from established sales consultancies
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Create consistent positioning and messaging
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Define the audiences behind each service
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Build stronger brand recognition
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Turn the new positioning into content that could generate awareness and leads
Strategy
The project started by clarifying the fundamentals: who Snipers.sale was for, what made its approach different, and what each audience needed to hear. I developed buyer personas around the company’s key customer groups, including startup sales leaders, SME owners, and sales managers. For each one, we mapped their challenges, motivations, buying triggers, and the messaging most likely to resonate.
This gave us a clearer way to position Snipers.sale’s offers. The Prospecting Lab focused on building repeatable prospecting systems and stronger pipelines, while The Negotiation Club addressed confidence, negotiation skills, and closing performance.
From there, I developed the communication framework, messaging pillars, channel strategy, and content direction that would carry the new positioning into the market.
Branding
At the center of the rebrand was the idea of precision and transformation.
Through brand workshops, we defined Snipers.sale’s vision, values, value proposition, and personality. The Magician archetype became the strategic foundation for the brand, reflecting its ability to transform the way sales teams work and perform.
That idea was combined with the precision already embedded in the Snipers.sale name.
I developed the brand narrative, messaging framework, tone of voice, key messages, and communication guidelines. The voice became confident and expert without feeling overly corporate, positioning Snipers.sale as a practical partner that helps sales teams create meaningful change.
Working with Lazar on the visual direction, the new identity translated those ideas into a more modern and recognizable system. Deep navy created trust and credibility, while orange introduced energy and momentum. Custom visual elements, typography, templates, and imagery gave the company a consistent look across social media, presentations, proposals, and sales materials.
All of this was documented in a brand book the team could continue using independently.
Social Media
Once the new positioning was defined, I translated it into a content strategy built primarily around LinkedIn.
We refreshed the company page, introduced the new visual system, and developed a structured content calendar built around the problems and interests of the three core buyer personas.
The content mix included:
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Practical prospecting and negotiation advice
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Educational carousels and step-by-step content
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Founder and expert thought leadership
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Client stories and results
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Polls and conversation-led posts
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Content supporting The Prospecting Lab and The Negotiation Club
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Behind-the-scenes and team content
Instead of publishing generic sales advice, every content category had a clear role in building authority, educating potential customers, or supporting an active offer. I also introduced Sales Sniper Weekly, an email newsletter designed to nurture leads with practical sales insights and keep Snipers.sale top of mind between campaigns.
Reusable templates, content guidelines, and a centralized calendar made the system easier for the internal team to maintain after the initial engagement.
Results
The rebrand gave Snipers.sale more than a new visual identity. It created a clearer marketing system that supported brand recognition, engagement, lead generation, and sales
+45% LinkedIn followers
From 820 to 1,191 within six months.
2x+ average post engagement
Engagement more than doubled after introducing the new content strategy and identity.
190+ webinar sign-ups per session
The Prospecting Lab webinar series consistently attracted more than 190 registrations, with approximately 70% attendance.
78 qualified leads
Generated within the first five months.
7 new B2B clients
Acquired through campaigns during the same period.
+31% inbound inquiries
More prospective clients started reaching out directly.
280 → 800 newsletter subscribers
The email audience nearly tripled.
€40K+ contract generated
One campaign directly contributed to a sales training contract with a SaaS client worth more than €40,000.
Constantin-Alexandre Papadopoulos - Co-Founder of snipers.sale
Milica and her company have been instrumental in the rebranding of snipers.sale. She challenged us, showed us the limitations of our modus operandi and was open for our friendly challenges. The work she does now for snipers.sale is of very high quality and matches our style. Her expertise in online marketing and her get-it-done mentality made the difference for me and snipers.sale.
