How Brand Strategy helped one client gain clarity, show up more confidently and consistently gain new clients
The Mission - Creating a Nutrition brand loved by the owner and clients alike
Michelle Miller was a new Nutrition Coach who had her certification and a handful of clients when we met. Although good at networking in person, the pandemic made it difficult. Miller knew she needed to create an online presence but was unsure where to start. My mission was to help first-time business owner Michelle Miller find her market positioning, gain clarity around her brand, and define her customer personas so that she could attract more leads online.
The Outcome - Brand Strategy, Visual Identity + Website
Conducting a brand strategy workshop with Michelle to help her gain clarity on position marketing, customer identity, and what she wanted her brand to represent was the first step. Next, we crafted a visual identity system, including her Logo, Secondary Logo, business cards, and overall aesthetics. I then guided her on setting up a landing page that converts and supported her journey as she created new offers and learned to grow her brand awareness through social media.
“I feel like I got so much clarity on how to reach the people that I want to reach. Even that in itself was a lesson learned. For a while, I assumed I would be selling my service to EVERYONE, but in working with Emily, I learned that it’s OK to work with the people you actually want to work with. I’m not a master by any means, but I learned more about how to talk to those people and draw them in. I learned a heck of a lot and I feel so much more confident now. No way could I have gotten here without working with Emily.”
The Impact - Clarity leads to Sales
Understanding her brand pillars has given Michelle the Clarity needed to confidently create offers, make content for her ideal clients and bring in leads through her website and Social Media. As a result, she is able to offer her services to people SHE chooses to work with at a price she sets.
Services
Brand Strategy
Identity Design
Copywriting
Website Consultant
The Client Journey
Michelle Miller’s nutrition journey started with one goal: to look hot! I know you can relate. We’ve all wanted to feel like Sandy after she has her make-over at the end of Grease and shows up at the carnival as one of the Pink Ladies. Unfortunately, we feel depleted when we prioritize aesthetics over health outside of the movies. Miller decided to hire a nutrition coach for herself. Over time, she learned how to fuel and nourish her body to leave her feeling and looking good. Miller found a passion for nutrition by doing the work herself and knew she wanted to teach others what she was learning. She signed up with the Nutritional Coaching Institute and became a level one certified coach. When I met her, she was just naming her business and starting to work with clients.
Miller’s goal was ultimately to get more clients in the door. However, she also wanted to develop and grow her brand, create consistent visuals across platforms, including a logo, have a social media strategy, create valuable services, and feel confident making the offer. These items help create a sustainable business but take time and thoughtful strategy to establish.
Taking on a new business as a solopreneur is a big undertaking. It requires creating several different moving parts. You need to have a clear message and a clear offer, and you need to figure out the best ways to grow brand awareness and gain new clients. This is why we started with Brand Strategy.
The Process
Through our Brand Strategy facilitation sessions, I was able to help Michelle uncover her brand values and her brand voice. We looked at her ideal customer and developed her customer's journey to understand better who the right client for Michelle was and how Michelle could help them.
Doing the leg work to develop Michelle's business, it was obvious that nutrition coaching is commonplace for those trying to lose weight. It’s no shock that dieting is still a big part of today's culture, and some might say it’s an overcrowded market. But Michelle is an athlete who is passionate about helping other athletes feel their best and help them see results within the sport they are in, whether that’s traditional weightlifting or Jui Jitsu.
Through this process, Michelle saw how carving out a niche within her industry would put her in a better position than branding herself as just another weight loss coach. Plus, knowing who she wanted to work with gave Michelle the freedom to create specific offers just for them.
Once we clearly defined the brand pillars in Michelle’s business I was able to create a roadmap that included her goals, Brand attributes, positioning statement, messaging, look and feel, competitor analysis, Customer Journey, ideas for growth, awareness and new offers.
We then moved forward with creating the visuals and bringing Apli Nutrition to life.
Creating the Visuals
Our goal was to position Michelle’s company Apli Nutrition as the solution for active individuals looking to maximize their nutrition and reach their goals through every season of life using a holistic approach through honesty, education, and support.
Stylescape + Identity Design
We wanted to leave people feeling energized, confident, and inspired after interacting with the Apli brand. First up I wanted to set the mood for her brand voice and did this through creating the below stylescape. Once approved I moved forward with the Logo process.
Logo and Secondary Logos
Since this was for a Nutrition company that worked with athletes it was important to have an easily adaptable logo that could be used on physical products as well as the internet.
It needed to represent strength and the holistic approach that Michelle uses. Pointed-up triangles represent a foundation of strength. The triangle symbol can also mean mind, body and spirit which is holistic. A bonus fact was that Michelle uses the triangle symbol within her coaching to teach about the give and take surrounding your health with each goal you are wanting to meet.
Website
Once we finished the identity design we moved on to her online presence where we used a customer centric approach to create her website.
In Conclusion
Michelle decided to go all-in on herself and her business and do the work to create a small business that works for her. She developed clarity around her offers, business, and customers as we worked together. With clarity, her confidence grew and she found it easier to create consistent content, craft new offers, and gain new clients. She even created her first course and went through her first launch!
Do you see some of your story in Michelle’s? Are you ready to get clear on your future business and want to build your own road map to get there? Check out my signature offer here.
