“Working with Talyn from Boss Diplomat was an incredible experience that transcended the typical consultant-client relationship. Talyn’s attentive approach went beyond professional consultation; she became a true partner in the journey of rebranding Danco Packaging Products. ”

— Sammy Mateo, Jr., CEO of Danco Packaging Products

Disclaimer: Clients may have made changes to their brand post-delivery and may not reflect the original work done by Boss Diplomat.

Sammy Mateo, Jr. essentially went from employee to solopreneur overnight after purchasing the packaging company where he’d worked for over 20 years. For the first few years, he kept things as they were. However, the pandemic took a toll on West Springfield, Massachusetts-based Danco Packaging Products, which suffered heavily.

So, I stepped in as Sammy’s Fairy-BOSS-Mother to reposition his brand and offerings through my signature Brand Blueprint! Danco didn’t need a complete rebrand. Instead, we focused on:

Defining his three primary audience segments and their packaging needs

Reducing and streamlining Danco’s products and services

Developing Sammy’s personal brand and incorporating it into the business

Now, this Packaging Specialist is ready to move forward and breathe new life into his business!

Before the Brand Refresh

Sammy Mateo, Jr. and I crossed paths thanks to his business coach, who recognized that Sammy’s business lacked a brand identity, target audience, and well-defined products.

Sammy, who had worked for JC Danczak for over two decades, had bought the company in late 2019. The only change he made was renaming the business Danco Packaging.

In Sammy’s eyes, everything seemed to be working. As the old saying goes, if it ain’t broke, don’t fix it! And honestly, Sammy didn’t think bringing his personal brand and culture into the company he’d inherited from his boss was possible.

In an instant, Sammy went from employee to full-fledged business owner, deciding to make some slight tweaks to the logo and website. But then, COVID-19 pandemic hit hard—so hard that he couldn’t afford to pay himself. At this point, Sammy realized he had to do something different.

The existing website was cluttered with a plethora of products, most of which visitors overlooked. Sammy had been stuck with inventory for years, not selling or gaining new business. Much of this came down to lacking a streamlined process or identity to reach businesses that needed what Danco had to offer. The messaging and offerings didn’t address who would need tubes, plastic ties, or other packaging products that couldn’t be found elsewhere.

Sammy also explained that the company has always operated primarily online, never reaching out to or building connections in the local market. He wants to change this by educating local small business owners that their packaging is about more than boxes and wrapping—it’s about how they present their products and the experience they create for their customers!

Another major issue? Sammy was a ghost in his business! Danco did not reflect his personal brand identity, mainly because he didn’t know how to build it. But all of this was about to change!

Sammy’s Branding Goals

Objective #1: Define a target audience and main segments. Everything else would stem from this! I planned to identify the types of small businesses that would best fit Danco’s offerings. This would allow Sammy to work with the clients he enjoyed most and tailor his messaging and solutions to their needs.

Objective #2: Reduce and reposition his products. With clear buyer personas to guide us, Sammy and I would need to create three clear service packages for his clients. These would be simplified, making it an easy choice for businesses depending on their packaging needs.

Objective #3: Develop Sammy’s personal brand identity and narrative. After Sammy shared how vital his Puerto Rican heritage and career journey were to him, I knew we had to incorporate both into the Danco brand. I aimed to do so with thoughtful, creative elements that weren’t too loud.

Bringing It All Together

Sammy and I completed his Brand Blueprint in just three weeks, during which we accomplished a LOT!

First, I helped him identify his audience and gave him a picture of who he needs to speak to with his solutions and marketing. Sammy’s background in website and graphic design, combined with his long history in packaging, equipped him with a unique understanding of the needs of product-based businesses—yet he hadn’t thought to offer these tailored solutions to his customers.

We changed this by targeting small product-based businesses via two segments: artisanal boutiques and e-commerce merchants. Both need to find the right packaging for their products, which may be delicate and have specific needs. I went as far as to match what packaging products will be most useful for certain businesses, from jewelry makers to bakers to gift shops.

We still included service providers as an audience segment, as they often need stationery and gift packaging items. Through this service and product repositioning, we established clear, streamlined packages that narrowed down the choices so as not to overwhelm customers and drive them away.

Once we nailed down Sammy’s target audience and service packages, I created a website concept to give him a starting point for this crucial next step. The new Danco site will be clean, with far fewer products and an easier, more enjoyable user experience—after all, fewer choices means no overwhelm and faster purchases!

I also took a culturally sensitive approach, weaving Sammy’s heritage and personal brand identity into Danco. With a color palette reminiscent of sunny and welcoming Puerto Rico and a new logo concept featuring the Taino sun (Sammy’s great-grandmother was Taino Indian, which is important to him), we breathed new life into the Danco brand.

This also includes Sammy’s personal narrative, which showcases his expertise in design and packaging, cultural background, and commitment to environmentally responsible practices. His message conveys that Sammy wants to work with innovative small business owners seeking sustainable packaging options while creating a memorable customer experience.

After the Brand Repositioning

Today, Sammy is ready to move forward with well-defined products and services related to his newly identified target audience segments. Thanks to this new brand and product positioning, Danco’s offerings add value by showing small business owners how their packaging is a part of their branding and the journey they take their customers on.

Additionally, Sammy can build his business confidently with a refined personal brand identity to guide him. His story touches on his graphic and web designer career and how it led him to the packaging industry. It also highlights that Danco is not a big company but a small business that offers a personal touch to help fellow small businesses find affordable, eco-friendly, and specialized solutions for their packaging needs.

Finally, Sammy’s narrative shares his Puerto Rican heritage, his move to the U.S. as a child, and his hard work to build his career and business—putting him at the forefront of his brand so his audience can get to know him! Combined with the Puerto Rico-inspired color palette and fresh logo concept with the Taino sun, these subtle, clever updates tell more about Sammy’s story and personal brand in a balanced manner without being over the top.

I knew I had done my job well when Sammy got emotional during the reveal! Check it out below.

“Running a company that I purchased from someone else, I always sensed there was a missing piece, and Talyn helped me find it. The rebranding process became more than just about the business; it became a deeply personal journey of self-discovery and expression. The emotional impact of seeing my vision come to life was beyond words. ”

— Sammy Mateo, Jr., CEO of Danco Packaging Products

How It’s Going

Sammy is now set up with clarity around his business, fresh ideas for marketing, and a direction for his website.

During our work together, I did more than refine Danco’s identity—I brought Sammy a sense of pride as a solopreneur. Now, he acts like the OWNER (and… da BOSS!) of his business who is ready for a new level of success that will empower him to genuinely connect with and give back to his community. The rebrand significantly boosted Sammy’s confidence and gave him a renewed sense of hope and a specific direction and focus for his website.

Sammy appreciated that my objective was to ultimately help him bring in more revenue as an industry expert. He was thrilled with how my process made it easy to bring his big vision to life in a very short amount of time.

Are you looking for customized and sustainable packaging solutions for your small business? Get to know Sammy and watch for his exciting changes to Danco Packaging Products, or follow him on Instagram! Danco will deliver a personalized experience, help you avoid packaging option overwhelm, and help you find the best and most cost-effective packaging options for your needs.

Looking Ahead

Sammy is excited and motivated about his business, thanks to this clarity around his brand! Armed with the ideas and guidelines in his Brand Blueprint, he is now on his way to:

Reorganizing his inventory based on his top three primary audience segments

Updating his website based on my recommendations and website concept

Redesigning the Danco logo similar to the logo concept I created with the Taino sun

Connecting with his target audience at a more local level by using his backstory

Own Your Personal Brand & Become the BOSS of Your Business

Whether you acquired your current venture or have been building your own from the start, perhaps you’re wondering how you can make your personal brand POP and work it into your small business brand. Remember, these don’t stand alone—they should work together to position you as an expert in your industry!

Are you ready to take the reins and stand out like a BOSS? Book a free Mini Brand Session with me today! I’ll take 30 minutes to review your existing brand and advise you on the next steps.

Book your free Mini Brand Session here