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How a Recruitment Company Broke the Mould

Meet Ironside Resources – not your ordinary recruitment company. They’re on a mission to help defence force veterans find meaningful civilian careers, and their story of transformation is anything but ordinary.

The Challenge

When Rowena, Ironside’s co-founder, first reached out, she was facing a common dilemma. Despite doing extraordinary work, her company’s brand wasn’t capturing the true essence of their mission. In a sea of recruitment agencies, Ironside’s unique value was getting lost.

Finding the True Gold

Through our Impact Alchemy process, we discovered something powerful. Rowena wasn’t just placing veterans in jobs – she was creating a bridge between military and civilian life. Having supported her partner Glenn through his military career, she understood that veterans need more than employment – they need a sense of belonging and identity.

Magic in the Details

The real transformation happened when we turned this understanding into action. We built smart systems that could scale their personalised approach without losing their heart. As Rowena shares:

‘The way you’ve set up the automations in Clixio CRM is nothing short of amazing! For those just looking and pondering their next steps, the nurturing happens automatically. But the real magic? Our placed candidates get emails that look and sound exactly like us – even though they’re automated. The authentic brand voice you created gives them ‘the feels’, reinforcing the connection they already have with us. When we pick up the phone, it’s like chatting with an old friend. I love how we’re able to scale that personal touch while keeping it genuine!’

Breaking Free from the Box

This is what makes this story special – we didn’t just create another corporate brand. We helped Rowena and her team own what makes them different. No more generic recruitment speak. No more blending in. We:

  • Crafted a strategy that amplified their mission
  • Built a website that truly reflected their purpose
  • Developed a content funnel that resonated with their audience
  • Created nurturing workflows that maintained genuine connections

Getting Noticed

Today, Ironside stands out in their market. They’re not just another recruitment company – they’re trusted guides helping veterans write their next chapter. This is what happens when you stop trying to fit the standard recruitment mould and start embracing your unique approach.

The Impact

The transformation went beyond brand colours and websites. It gave Ironside the confidence to show up authentically and make the impact they were truly meant to make – all while scaling their personal touch.

Are you running a service business that’s ready to break free from the cookie-cutter approach? Let’s chat about uncovering your unique contribution and creating a brand that truly reflects your mission.

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The Art of Attracting High-Value Clients: Mastering Brand Awareness and Development

Many entrepreneurs find themselves in a frustrating cycle of attracting clients who don’t quite fit the bill. These clients might undervalue services, request endless customisations, or haggle over prices. It’s a common issue that can lead to a scattered product line and difficulty scaling. For those nodding along, it’s time to take a fresh look at brand positioning. The goal? To attract those high-value clients who truly appreciate expertise and are ready to invest.
Let’s explore how to refine a business’s place in the market:

Step One: Uncover the Unique Contribution

It all starts with a bit of soul-searching. Entrepreneurs often struggle to package and convey their vision. This is where my ‘Impact Alchemy’ comes into play. It’s about digging deep to reveal what’s at the heart of a service, going beyond what traditional brand strategists might focus on.

Step Two: Size Up the Competition

Understanding what sets a business apart is crucial. By analysing competitors, entrepreneurs can identify gaps in the market that align with their unique skills. This insight is gold for effective brand positioning.

Step Three: Get Inside the Market’s Head

This is where entrepreneurs need to really connect with their ideal client. Start by defining one person, one problem, and one solution. It’s about gaining an intimate understanding of the niche.

Step Four: Craft a Compelling Story

People connect with people before ideas. A brand’s story and philosophy are what resonate with an audience. It’s not just about what a business does, but why they do it. This personal connection is what forges deep, meaningful relationships with clients.

Step Five: Nail the Positioning Statement

With a clear understanding of the unique contribution, competitors, and market desires, it’s time to craft a positioning statement that truly represents the brand. But it doesn’t stop there. A brand should have its own personality that walks the journey alongside its clients.

Great storytelling is key to building a standout brand. It’s about finding the language and messaging that aligns with the brand’s philosophy and resonates with the audience. This becomes the heartbeat of the brand, something people can relate to and rally behind.

What’s Next?

For entrepreneurs grappling with their unique selling proposition, remember: it’s the depth and resonance of the brand’s story that will elevate it beyond the flat and generic. It’s not just about standing out—it’s about standing true to what the business brings to the table and connecting with those who appreciate and seek that unique value.

By following these steps, entrepreneurs can transform their brand from just another option to the go-to choice for their ideal clients. It’s about creating a brand that not only attracts high-value clients but also resonates with the core values of the business.

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Pedaling to Success: A Spin Class Encounter That Revolutionised Leadership Training Marketing

Ever had one of those synchronous moments while doing something completely unrelated to work? 

 

I met Anita Cunningham on a spin bike at the gym. She knew what she was doing – I was a total newbie!

 

She helped me out with how to work the bloomin’ bike so I could start to get my sweat on. I thanked her and went on my merry way at the end of the session. 

 

Later that night we happened to run into each other at the members section of the football! So weird – among 80,000 people I was like “aren’t you that lady from the gym this morning!?”

 

One thing led to another, (well Anita stalked me on facebook) and next minute she was asking for brand and marketing advice!

 

From Spin Bikes to Strategic Branding: An Unexpected Partnership

 

Anita – the face behind a leadership training business that was already well-entrenched with big names like Telstra and Kmart – was successful at her training – but not so much in her marketing efforts!

 

Anita’s digital guy had been focusing on building her local google business listing, and a little bit of google ads. But in the crowded world of leadership training, that’s about as effective as shouting into the wind. So, over a cuppa, Anita picked my brain about how to really make her brand stand out.

 

We rolled up our sleeves and got stuck into her business, looking for gaps and opportunities. It was clear as day that we needed to do more than just fiddle with Google Ads. My plan? To turn Anita into an omnipresent force across platforms like LinkedIn and Facebook, showcasing her unique take on leadership training.

 

You see, Quality Business Services (that’s Anita’s company) had a different approach to leadership training – one that didn’t always mesh with what HR departments thought they needed. We had to bridge that knowledge gap and show potential clients why Anita’s holistic approach was better than the soft skills alternative.

 

Crafting a Holistic Marketing Ecosystem: Beyond Just Lead Generation

 

Over the next 9 months, we crafted a marketing ecosystem that didn’t just attract leads – it educated and nurtured them too. We developed a leadership skills audit as a bite-size opt-in for her website, serving to signal serious interest in her services. We gave her brand a proper makeover, from her website to a snazzy Canva branding system that Anita could use herself.

 

But we didn’t stop there. We designed brochures for her nationwide events, introduced clever QR-coded business cards (leading to a changeable landing page), and developed email sequences that were crucial in shifting perspectives and nurturing potential clients.

 

Recognising that people needed a taste of Anita’s expertise, we introduced smaller, teaser workshops. This gave prospects a chance to see what made Anita’s team special and helped them stand out from the crowd.

 

We built a proper marketing machine – a year’s worth of evergreen social media content, a new website, and a CRM system to keep everything ticking along nicely. We packed her website with SEO-rich blogs and used the personal stories of her trainers to give her brand that authentic, authoritative edge.

 

From Faff to Fab: The Power of Strategic Personal Branding

 

The result? A comprehensive marketing strategy that saved Anita 10-15 hours a week on social media faff, and ensured that when someone needed a leadership trainer, Anita’s brand was the one they remembered.

 

This journey with Anita wasn’t just about fancy marketing tools – it was about telling her story in a way that truly represented what her business was all about. It’s a cracking example of how the right strategy can turn a personal brand into a powerhouse.

 

And for me? It’s a reminder that sometimes, the best business connections happen when you’re sweating it out on a spin bike. Who knew?

 

Remember, if you’re feeling stuck with your marketing, or if your personal brand isn’t quite hitting the mark, don’t be afraid to reach out. Sometimes, all it takes is a fresh pair of eyes and a bit of strategic thinking to amplify your impact and get you the recognition you deserve.

 

Let’s have a chat and see how we can amplify your business.

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State of Influence Roadmap: Aligning Your Work Life with Your Life’s Work

Are you a Coach, Consultant, Service Professional or Subject Matter Expert?

The key to building a life’s work – not just a work life is in your personal brand.

 

 

Are you ready to find that sweet spot where your 9-to-5 isn’t just about paying the bills, but actually aligns with your life’s work – the stuff that makes your heart sing? As a personal branding specialist, I know this matters more (particularly to women) than you might think, and how it can be the foundation for a fulfilling work life.

 

 

The Power of Influence: Expert Positioning for Consultants, Coaches, & SMEs

When you align your day job with your life’s calling, it’s like turning on a light in a dark room. That glow doesn’t just brighten your corner; it sends ripples of change across the globe.

 

  • Imagine coming home after a day of work that’s seriously impacting people for the better
  • That positivity spreads to your family, your community, and even future generations
  • Hot tip: This level of fulfilment can be found in thousands of jobs, not just saving lives or charity work!

 

 

Because We’re All Connected

You’re influencing your opportunities & outcomes with every interaction. We’re all connected, like it or not. It’s a bit like the characters in that film ‘Avatar’ (minus the blue people), or those moments when you’re out in nature and suddenly feel at one with the universe.

 

  • We’re made of the same stuff as the stars and the ocean
  • We get to choose how we show up in the world
  • Our choices shape everything around us including our outcomes

 

 

Your Unique Brilliance: The Core of Your Thought Leadership

Now, let’s talk about YOUR light – your unique brilliance. Every interaction leaves a mark. One positive encounter can start a chain reaction of goodwill…It’s kind of like turning up the dimmer switch on the world’s mood lighting

 

you know you’ve got something of impact to do, a difference to make. But life has a way of squishing us into boxes, and dampening our light, doesn’t it? Well, I say it’s time to call bullshit on that and take back our power. We’ve all been through a massive, collective shake-up over the last few years, and it’s a once-in-a-lifetime chance to reassess and try something new. The universe is practically begging for change, and it’s nudging you to step up. So, how do we do this?

 

Finding Your People

It starts with finding your people – people who get it, who are on the same wavelength about making a change. It’s about quiet influence. Making ripples of impact behind the scenes. Leading from a place of authenticity and creating a deep connection with who you really are.

 

Then You’re On Your Journey to Influence

Influence doesn’t come easy, mind you. It starts from within.

 

  • Get out of your head and into your heart
  • Understand your ‘why’ before worrying about the ‘how’ and the ‘who’
  • Move through states: possibility, realisation, and alchemy
  • Until you reach the state of influence where you own what makes you brilliantly different

 

Making Your Mark

In this state of influence, you’re articulating your ideas and building a community who share your vision.

  • You’re not just flogging products or services
  • You’re selling your authentic self, your vision, your values
  • This is where your ripples of change turn into waves of impacts

 

Your Personal Brand is the conscious curation of the way people perceive you. Their perception can make or break your consultancy or coaching practice. Whether you’re a coach, an entrepreneur, or a leader in any field, aligning your work with your life’s work is the key to real success and fulfillment.

 

Ready to get in the state of influence? Let’s create a world where our work and our lives aren’t just aligned, they’re one and the same – where everything we do sends out ripples of positive imapct.

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