brand clarity, BRAND STRATEGY

Eve Rose coaching and Eve Slade

Eve is a certified life coach. Eve’s mission is to help women radically transform their lives to become the happiest, most thriving version of themselves by developing healthy routines, habits and working on their mindset to lay the foundations of their success.

Instagram: @eve_rose_coaching

The goals

When Eve and I got to talk she had recently started her business, launched her website and was looking for her first client. But she was missing a clear direction. She is a certified life coach, but also considered health coaching or a way to combine the 2. As Eve was still in the beginning stages we decided not to do a full VIP Strategy Intensive but rather 2x a 90-minute session. One session focussed on the business discovery and the second on business development.

The main goals for these 2 sessions were:

• Get clear on which direction to take with Eve Rose Coaching (Health or Life Coaching)

• Know what the next steps are that need to be taken

• Know in which order these steps need to be taken

• Set up offer structure

• Built an audience

• Grow website traffic
  
  

The Sessions

In the first session we covered:

• Setting goals

• Vision for the business

• Simon Sineks - The Golden Circle (why, how, what and the addition of who)

• Listed competitors

In the second session we covered:

• Brand positioning

• Brand differentiation based on the competitor research

• Customer journey

• Brand Archetype

• Visual Identity

• 3-month action plan

The first session
The focus of the first session was to uncover where Eve was now in her business journey and what her vision and goals were for the future. Then we used the Golden Circle from Simon Sinek to define why Eve started her business and why this specific business, how she will help her clients, what she was going to offer and who she wanted to work with.

In between the 2 sessions, Eve did a test to uncover her brand archetype and I performed competitor research based on the competitors she had mentioned in the first session.

The second session
We started the second session with a quick recap of session 1 to make sure we were still going in the right direction. From there we talked about how Eve wanted her audience to see her business. We broke this up into 6 brand attributes:

• Want to be known as: Caring through action

• Ideal client is: Open-minded, want to make a change, ambitious

• Tone of voice: Encouraging and understanding

• Look: Calming but professional

• Impact on clients: Be inspired, feel supported, be empowered, life-changing results

• Special sauce: Personal experience/relatability 

Then, with these positioning elements in mind, we looked at the competitor research and decided how Eve could make her business stand out.

We also talked about the customer journey of Eve’s clients. And how she could take them from awareness to advocacy by looking at how your ideal clients could find her, how she could build trust and ultimately work with her and refer other clients to her. For each stage we identified her main focus and if this was something that was already in place or if it needed to be created.

After this, we looked at her brand personality that we based on her brand archetype and how she could use this in practice.

The last thing we looked at before creating an action plan, was her visual identity. Eve had done a great job of picking colours that were very calming but there was an opportunity to be more consistent across her website and social media channels in terms of colours, fonts and messaging.

In the final past of the second session, we combined all that we had learned from both sessions and created a 3-month action plan so that Eve could move closer to reaching her goals.

The roadmap & action plan
After the last session, I took everything we had uncovered and created a roadmap for Eve that clearly started the strategy for her brand. And complimented it with an extensive action plan on how she could reach her goals.

The results

After working with Eve, she took the advice to heart and went to work. In a short period of time, she launched new services and pricing, adjusted her ideal client to match with her vision and created the journal prompts we came up with as a freebie.

Her next goal now is to expand the business to also offer retreats.

Are you ready for similar results? Find out more about the mentor program here

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