Brand thinking

Mr. Cover Letter's Brand Story


Job hunting is not pretty. 

Many people experience job hunting the same way Alvaro de Salvo did when he landed in Amsterdam in 2012. It’s a continuous confidence draining process of searching for opportunities, going out to meet new people, grinding away at LinkedIn, and applying to many job vacancies online. And all of it to receive the same automated response over and over again: “Dear Mister Alvaro de Salvo, thank you for considering working here. Unfortunately…”

Mindset and tools make a difference

After applying to over 100 jobs in 3 months, Alvaro realized he was doing it all wrong. He could continue blindly applying in frustration or he could take a deep breath and learn from his mistakes. He chose the latter, and to his surprise unveiled a method and tools needed to land the jobs his heart was set on. 


Writing Mr. Cover Letter's brand story

Alavro gradually became the go-to-person for his colleagues and friends when it came to job-hunting advice. He enjoyed giving career advice and giving feedback on resumes and cover letters. In no time he found himself sharing his method and tools with others for a living. He wrote a book, developed a training program, and mentored hundreds of professionals. However, his challenge was still bringing it all together under one clear brand. 

In 2-half day sessions we started from the top and gradually uncovered the most important elements of Mr. Cover Letter's story. We defined the brand core, meaning the vision, mission, core values, and client promises. And then translated into a clear, one-sentence value proposition clients could understand. 

The result of the workshops? A brand book that contains Mr. Cover Letter's brand story, brand positioning, and brand core.

Hopefully the foundation for a brand that will help many people take the guesswork out of landing a great job!

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Alvaro de Salvo
what here?

“It's really challenging to read the label when you are one inside the bottle. I hired Tortuga to help clarify and solidify the brand strategy for Mr. Cover Letter. The objective was to anchor a solid verbal and visual identity, the positioning in the market, and challenge its angel business approach. Maja and Angel came as a gift from heaven. They are mega professionals but above all super generous, fun, and inspiring to work with. They thought along as partners, caught all my blindspots, challenged me constantly, and provided incredible value from the first minute. Their consulting proved to be what I needed to bring Mr. Cover Letter to the next level!"