Hi!
I am Dinara Bekmukhambet
I am Dinara Bekmukhambet
I create strategies at the intersection of marketing, metaphysics, and psychodiagnostics that help brands speak sincerely, discover authentic positioning, and build a sustainable path for growth
A strategic marketing consultant
Best CMO of Kazakhstan, 2022 (KGF)
MBA - Nazarbayev University & Duke Fuqua School of Business (USA)
LL.M - University of Gloucestershire (UK)
Rationalists are driven by logic and analysis
Integrators rely on trusted sources and social proof
Self-expressives with secular values seek uniqueness
Aesthetes perceive through the visual and the sensory
Every individual responds to different value-based orientations:
Knowing your market share and NPS is essential, however it is even more important to understand the why of your customer choice, not just the what and how
Today decision-making is driven not only by price and quality, but also by metanarratives, cultural sensitivity, sustainability, and the symbolic field of meaning where people recognize and reconnect with themselves. We make choices based on what resonates with our emotional and aesthetic experience. Understanding a person’s emotional aspirations, beliefs, and internal processes reveals what truly drives purchase decisions.
Segmenting your audience through psychodiagnostics gives your business a competitive edge: it allows you to craft marketing and products on a deep human level. It shifts the question from “Who is our client?” to “Why he or she makes certain choices?” — and keeps you from losing the human behind the data. This gives marketing precision, granularity, depth — and real personalization.
Why is it essential to understand not only who but why?
Simon Sinek’s Golden Circle
“People don’t buy what you do; they buy why you do it.”
According to McKinsey, personalized strategies increase revenue by up to 15% and ROI by up to 30%. When you speak your client’s value language, you’re not just selling to them, you’re building trust.
Meanings help you do things differently. They answer the deeper question: “Why do people choose my brand?”
Many businesses focus on customer “pain points” — but overlook the bigger picture: the metanarrative and the context.
In an information-overloaded world, what wins is authenticity and the ability to resonate with both the perception and the everyday norms of your audience. It’s not always the best product idea that succeeds, but the one whose meaning is delicately embedded in people’s lived routines and mental landscape.
In an information-overloaded world, what wins is authenticity and the ability to resonate with both the perception and the everyday norms of your audience. It’s not always the best product idea that succeeds, but the one whose meaning is delicately embedded in people’s lived routines and mental landscape.
Messages that resonate on a deep level emerge from meanings aligned with the psychological and value profiles of your audience. Demographics like age, gender, or income don’t fully explain how we make decisions. What matters is seeing the person behind the “profile” — and tailoring communication to their inner world, not just to a set of external characteristics.
Progressive consumer insight methods help your brand sound whole across all touchpoints — and make your customer feel like your brand is their LoveMark.
I focus on emotional perception and lived experience not just on socio-demographics.
I translate meaning into strategy because communicating one's purpose starts from within. When a brand declares its big idea people want to feel part of it.
I work with both classical marketing models and interdisciplinary tools: the Inglehart value model, Adizes’ change management methodology, MBTI, JTBD, Foresight, SCORE, and more.
What makes a brand memorable?
What sets me apart?
I work with entrepreneurs, marketers, and top managers
as well as with those who want to make marketing meaningful both to themselves and to the world. I help you uncover a question or idea that truly stirs you, and use your product or business as a way to express it.
Design a meaningful field and narrative for your brand
Explore your target audience from multiple dimensions
Reduce abstraction in your marketing processes and funnel
Build warm, emotionally intelligent contact with your clients across every brand touchpoint
What I offer
Psychodiagnostics is a multi-layered analysis of the psychological profile of your audience and a key to purpose-driven branding and precise communication.
Who is this for?
— Entrepreneurs building a brand with depth and philosophy
— Businesses whose clients choose based not only on logic, but also on emotion
— Brands that care about emotional accuracy and nuance in presentation
— Marketers seeking to understand their audience beyond basic demographics
— Products connected to emotion, culture, and identity
What you'll receive
1. 2–4 strategic audience segments tailored to your business
2. A diagnostic map including:
— Core values, archetypes, and deep motivations
— Behavioral profiling
— Emotional triggers, thinking styles, and decision-making patterns
3. An assessment of segment size — both current and potential
4. An aesthetic and language matrix with:
— Key messaging, copywriting directions, visual and storytelling cues
— A value-based lexicon and metaphors customized for each segment
5. Strategic recommendations:
— How to present your product
— Which meanings and narratives to highlight
— What to avoid in communication
What impact will this have on your business?
— Your marketing team will be able to see the person behind the click
— Engagement will grow: content will feel closer, more alive
— Targeting reaches deep motivations, not just traits
— Loyalty increases: 78% of clients make repeat purchases after a personalized experience
— Marketing gains nuance, trust, and authenticity
Who is this for?
— Entrepreneurs building a brand with depth and philosophy
— Businesses whose clients choose based not only on logic, but also on emotion
— Brands that care about emotional accuracy and nuance in presentation
— Marketers seeking to understand their audience beyond basic demographics
— Products connected to emotion, culture, and identity
What you'll receive
1. 2–4 strategic audience segments tailored to your business
2. A diagnostic map including:
— Core values, archetypes, and deep motivations
— Behavioral profiling
— Emotional triggers, thinking styles, and decision-making patterns
3. An assessment of segment size — both current and potential
4. An aesthetic and language matrix with:
— Key messaging, copywriting directions, visual and storytelling cues
— A value-based lexicon and metaphors customized for each segment
5. Strategic recommendations:
— How to present your product
— Which meanings and narratives to highlight
— What to avoid in communication
What impact will this have on your business?
— Your marketing team will be able to see the person behind the click
— Engagement will grow: content will feel closer, more alive
— Targeting reaches deep motivations, not just traits
— Loyalty increases: 78% of clients make repeat purchases after a personalized experience
— Marketing gains nuance, trust, and authenticity
A marketing strategy is a concept-defining document that sets the direction and focus for your marketing team. It helps build a cohesive system, concentrate on what truly matters, and manage resources effectively.
What does the strategy include?
1. Market and environment analysis
— Market size, growth drivers
— Growth strategy: strengthen current market position or enter new ones
2. Competitor and audience analysis
— Competitive landscape: direct, indirect, distant competitors
— In-depth audience research
3. Strategy development
— Value proposition
— Customer journey
— Marketing funnel
— Competitive differentiation and communication strategies
— Team roles, budget, go-to-market plan
4. Execution
— Breakdown of tasks by phases, deadlines, responsibilities
— Key performance indicators
— Implementation plan and control points
The strategy is fully customizable to your brand’s needs — with flexible emphasis on the most relevant blocks.
As a result, you will be able to:
— Communicate your brand’s big idea and authenticity in ways that resonate
— Increase perceived value beyond price
— Digitize your team’s focus for aligned, efficient execution
What does the strategy include?
1. Market and environment analysis
— Market size, growth drivers
— Growth strategy: strengthen current market position or enter new ones
2. Competitor and audience analysis
— Competitive landscape: direct, indirect, distant competitors
— In-depth audience research
3. Strategy development
— Value proposition
— Customer journey
— Marketing funnel
— Competitive differentiation and communication strategies
— Team roles, budget, go-to-market plan
4. Execution
— Breakdown of tasks by phases, deadlines, responsibilities
— Key performance indicators
— Implementation plan and control points
The strategy is fully customizable to your brand’s needs — with flexible emphasis on the most relevant blocks.
As a result, you will be able to:
— Communicate your brand’s big idea and authenticity in ways that resonate
— Increase perceived value beyond price
— Digitize your team’s focus for aligned, efficient execution
Feel free to reach out to discuss alternative formats and additional topics
Collaborations where every project becomes a unique experience
From working within internal teams to external strategic partnerships:
Medicine
Fashion apparel
Engineering, Development & Construction
HoReCa
Travel & Tourism
Jewellery & Accessories
How we start working together
Initial conversation: We get to know each other and understand about your project.
Clarifying the focus: Together, we identify what’s currently the priority, it could be audience research, strategy, positioning, or simply questions that need clarity.
Scheduling: We choose a convenient time slot and meet for a 2-hour session.
I share my knowledge, experience, and expertise through audience research and strategy for projects and people who share my values.