How I Crafted a Brand Strategy for a Data Scientist in the Finance Sector

In 2023, Muralidhar Areti reached out after a controversial Instagram post of mine blew up. We met on Google Meet, where he explained the challenges he faced as a freelance data scientist in Barbados. Despite his impressive background — working with CIBC locally and later building a strong career in the US — he struggled to convince CEOs of large organizations to hire him.

He pitched all the right talking points: saving money, improving investments, delivering results faster than a team of four. Yet every meeting ended with “no.” He was baffled. In the US, simply mentioning “data science” landed him jobs. Back in Barbados, the same approach failed. That’s when he realized he needed more than credentials — he needed a brand strategist and identity designer to help him build trust and position himself effectively.

We began with strategy sessions: purpose, vision, culture, personality — the fundamentals of brand identity design. When we reached target audience, he insisted on casting a wide net: CEOs in finance, telecom, nonprofits, and more. I advised narrowing focus, since clarity drives credibility. He resisted strongly, adamant that data science could be used for anything and that niching would limit him. He repeated that he wanted to be seen as “the best in the industry.” I explained that “best” is subjective, and if that positioning worked, we wouldn’t be here. Still, he pushed back, unwilling to narrow down.

Over two weeks, I researched competitors. Most were analysts, not true data scientists. Analysts present data; Muralidhar could predict outcomes and advise on financial decisions. That was his edge. Yet none of them had established identities — just LinkedIn profiles. This was his opportunity to stand out with a strategic brand identity.

I also studied CEOs, both locally and abroad. Many emphasized work‑life balance. While easy to dismiss, it revealed something important: CEOs care about their own time. Muralidhar mentioned that to even get meetings, he often networked by playing golf with them. That detail connected the dots — golf wasn’t just networking, it was proof that CEOs valued their personal lives. His pitch focused on saving companies money and time, but what if his brand messaging emphasized giving CEOs more personal freedom? More golf, more family time, more life outside the office. A brand strategy for data scientists in finance could connect on a human level, not just a functional one.

When I presented this direction, he rejected it outright. He didn’t believe CEOs cared about balance, and he clung to the idea of being “the best.” Ironically, the US data scientist he admired had a niche — targeting the medical industry — proving the strength of focus. Yet he overlooked that detail, wanting to mimic her success without realizing her clarity was the reason it worked.

We moved forward with the visual identity: logo, colors, and brand assets. But the process highlighted a universal lesson: without clarity, even the most skilled professionals struggle to connect. https://averys.design/how-i-designed-a-data-science-brand/ For founders in the US, UK, and Canada searching for a brand strategist, identity designer, or logo designer, this story shows why strategy matters as much as design — and why resistance to niching can hold back even the most talented experts. Contact Us