Tag Archive for: brand credibility

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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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How to Know When it’s Time for a Personal Brand

Attention future thought leader! (Yeah, I’m talking to you)

 

Catch yourself daydreaming lately? Maybe you’re sipping on a cheeky glass of wine, lost in thought about your entrepreneurial journey. You’ve built something pretty fab, right? But here’s the kicker – have you realised that YOU are so much more than just your business?

 

I mean you beautiful people who’ve poured your heart and soul into creating a killer brand for your business. You’ve got the snazzy logo, the slick website, the whole shebang. But in the process, something magical happened – you grew. 

 

Maybe you’ve outgrown your business a bit. Or maybe there’s this little voice inside whispering, ‘What if…?’ What if you could teach others your secrets? What if you could be known as the genius entrepreneur behind the business, not just as ‘the owner of XYZ company’?

 

If you’re nodding along, thinking, ‘Damn, Kath’s reading my mind,’ then stick around. We might just be onto something here!

 

It might be time to consider a personal brand!

 

Now, before you roll your eyes and think ‘Ugh, not another thing I need to do,’ hear me out. 

 

Your personal brand isn’t about slapping your face on a billboard or becoming an Instagram influencer (unless that’s your jam, of course). It’s about owning your unique contribution to the world. It’s about stepping out from behind your business logo and saying, ‘Hey world, this is me, and this is what I bring to the table.’

 

Why bother? Well, let me ask you this:

• Ever dreamed of writing a book?

• Fancy yourself on stage, inspiring others?

• Think you could nail it as a consultant or coach?

• Got knowledge that could help others crush it in business?

 

That brilliant brain of yours? It’s packed with wisdom that others would pay good money to access. But they can’t buy what they don’t know exists. That’s where your personal brand comes in.

 

How to Get Started on Your Personal Brand

 

Well, that’s where my Impact Alchemy comes in. It’s like a deep dive into your professional soul, uncovering the gold that makes you, well, you. We’re talking about unearthing your zone of genius, folks.

 

From there, we craft your Impact Codes – your unique framework that turns your expertise into something your ideal clients can’t resist. It’s like bottling your brilliance.

 

The best part? This becomes the cornerstone of your content strategy. No more staring at a blank screen wondering what to post on social media or send in your newsletters. Your Impact Codes do the heavy lifting for you.

 

Building a personal brand isn’t about ego. It’s about impact. It’s about stepping into your power and owning the change you want to see in the world. It’s about creating a legacy that goes beyond your business.

 

So, if you’re feeling that itch to do more, be more, impact more – let’s chat. Your personal brand journey is waiting, and trust me, it’s one hell of a ride.

 

Remember, the world needs your unique contribution. Don’t keep it hidden behind a business logo. It’s time to unleash your genius.

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The No-Nonsense 13-Step Checklist for Rebranding (Without Losing Your Mind or Your Clients)

So, you’re ready to uplevel your brand? It is definitely the most cathartic process you will go through, short of clearing out your childhood bedroom!

Maybe you’ve outgrown your current brand, or you’re pivoting to something new and exciting. Whatever the reason, I’ve developed a fast, effective checklist for you to capture all the elements that will need an update in this big bold refresh of yours!

Grab a coffee (or a wine, I won’t judge), and let’s dive into the nitty-gritty of rebranding:

Pre-Rebrand Phase

Legal Preparation

  1. Register New Business Name
  2. Update business licenses and permits
  3. Inform tax authorities of name change
  4. Update/obtain new trademarks and copyrights
  5. Consider legal consultation

Planning and Strategy

  1. Develop a rebranding announcement strategy
  2. Create an FAQ page about the rebrand
  3. Establish a review process for all changes
  4. Set deadlines and goals for rebrand implementation

Content and Asset Audit

  1. Perform a content audit
  2. Update or create new brand guidelines document
  3. Produce new photo and video assets

Design and Development

Visual Identity

  1. Create new logo and visual elements
  2. Update brand colour palette and typography
  3. Design new marketing materials templates

Digital Identity

  1. Acquire new website URL
  2. Create new email addresses
  3. Design new email signatures

Website Development

  1. Implement new visual branding on website
  2. Update all content to reflect new brand voice
  3. Revise URLs and set up redirects
  4. Update meta tags, titles, and descriptions
  5. Check and optimise page speed
  6. Ensure mobile responsiveness
    Internal Preparations

Internal Systems

  1. Update CRM system
  2. Revise internal documentation and templates
  3. Update internal communication platforms
  4. Train staff on new brand guidelines
  5. Update employee uniforms and name tags
  6. Revise company signage
  7. Update vehicle wraps or decals

Financial Updates

  1. Inform bank of name change
  2. Update bank accounts and cheques
  3. Revise invoices and receipts
  4. Update insurance policies

Tech Tune-Up

  1. Update analytics and tracking tools
  2. Revise automated systems (email responses, chatbots, phone systems)
  3. Update computer logins and file server names

Roll-Out Phase

Digital Launch

  1. Set up email forwarding from old addresses
  2. Set up redirects from old domain
  3. Update online directories with new URL
  4. Create/update accounts on all social media platforms
  5. Update account names, bios, profile pics, and cover images
  6. Update Google Business Profile
  7. Revise profiles on review sites
  8. Update online advertising accounts
  9. Update industry-specific listings

Marketing Material Updates

  1. Update digital marketing materials
  2. Revise traditional marketing materials
  3. Update billboard and newspaper ad templates
  4. Revise product packaging and labels
  5. Update company merchandise

Legal and Contractual Updates

  1. Revise contracts with clients, suppliers, and partners
  2. Update website terms of service and privacy policy

Customer Communication

  1. Prepare and distribute a press release
  2. Inform clients via email, letter, or phone
  3. Inform followers of the change on social media

Digital Marketing Adjustments

  1. Update SEO strategy for new brand terms
  2. Revise paid advertising campaigns
  3. Adjust email marketing templates and strategies
  4. Update social media marketing plans

Post Roll-Out Phase

Quality Control

  1. Conduct thorough checks for old branding across all touchpoints
  2. Monitor website performance and search rankings post-rebrand

Feedback and Optimisation

  1. Gather feedback from customers and employees
  2. Make necessary adjustments based on feedback
  3. Continue to monitor and optimise brand performance

 

Phew! That’s a lot, right? But trust me, covering all these bases will make your rebrand a much smoother operation!

Remember, rebranding isn’t just about slapping a new logo on everything and calling it a day. It’s about aligning your brand with who you truly are and where you’re headed. It’s about creating a brand that feels authentically, undeniably you.

With this checklist in hand, you’re not just rebranding – you’re setting yourself up for some serious success.

If you feel you are looking for a brand that is uniquely and authentically you, let’s chat. After all, the world needs more authenticity.

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6 Steps to Creating a Service-Based Business That’s Authentically You (And Wildly Successful)

So, you’ve decided to dive into the exciting (and occasionally terrifying) world of coaching, consulting, or service-based business. Kudos to you! But let’s be real – without a solid game plan, this journey can feel like trying to navigate a corn maze blindfolded. That’s why I’m here to share my tried-and-true roadmap for building a business that’s not just successful, but authentically, undeniably you.

Step 1: Unearth Your Unique Contribution

Before you even think about logos or websites, we need to dig deep and uncover your zone of genius. What makes you, well, you? This isn’t about what services you offer – it’s about the transformation you bring to your clients’ lives. It’s about finding that special sauce that makes you irreplaceable. Trust me, once you nail this, everything else falls into place.

Step 2: Turn Your Experiences into Intellectual Gold

You’ve lived a life full of experiences, overcome challenges, and gained wisdom. Now it’s time to turn all of that into your intellectual property. This is where we take your unique perspective and package it into something tangible. Think of it as distilling your genius into a form that resonates with your audience and keeps them coming back for more.

Step 3: Craft a Visual Identity That Screams ‘You’

Now that we know who you are and what you bring to the table, it’s time to show the world. Your visual identity is more than just a pretty logo – it’s the visual representation of your brand’s soul. From your colour palette to your font choices, every element should reflect the essence of your unique contribution. Let’s create a brand that’s so you, it practically winks at your ideal clients.

Step 4: Build a Website That Converts (and Looks Damn Good Doing It)

Your website is your digital home, and we want it to be as welcoming and impactful as possible. This isn’t just about slapping up some nice pictures and a contact form. We’re crafting a digital experience that guides your visitors on a journey, showcases your unique value, and turns casual browsers into loyal clients.

Step 5: Become Omnipresent (In a Non-Creepy Way)

A fantastic website is great, but it won’t do much if no one sees it. This is where we turn you into the coach that’s everywhere your ideal clients are looking. We’ll create a social media strategy that amplifies your voice, leverage video content to build trust, and sprinkle in some SEO magic to make sure you’re showing up in all the right places.

Step 6: Nurture Your Tribe

You’ve attracted an audience – awesome! Now let’s turn them into raving fans. This step is all about building relationships and providing consistent value. We’ll set up a system to stay in touch, share your wisdom, and keep your audience engaged. Remember, a nurtured lead today could be your dream client tomorrow.

By following these six steps, you’re not just creating a business – you’re building a brand that’s an authentic extension of you. A brand that stands out, attracts your ideal clients, and makes a real impact in the world.

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Passion & Purpose isn’t quite enough: Therapist’s marketing machine

So you’re a psychotherapist, counsellor, psychologist …whilst COVID and lockdowns made you one of the most in demand jobs, maybe you need some leverage? Some clients who fit in the niche your passionate about?

 

Maybe you’re wondering how to turn your expertise into a thriving online business? Let me share a story that might inspire you.

 

I’m a therapist not a marketer!

 

A few years back I worked with a therapist who had developed an innovative online therapy method. Her goal? To guide people through anxiety and depression towards what we called ‘fearless freedom’. Despite two years of refining her approach, she struggled to reach her ideal clients.

 

This happens often, therapists are amazing at therapy – and not so much digital marketing and brand strategy. That’s ok – you can’t be a genius at everything! Linda knew for sure that she squarely fell in the therapist bucket not the marketer bucket!

 

Developing a Strategic Marketing Ecosystem

 

So we developed this therapist a strategic online marketing ecosystem to automate some of the lead generation and delivery.

 

We focused on Facebook ads, crafting an offer that resonated with those seeking help. The response was pretty amazing – leads began flowing in, eager for support and ready to engage.

 

Linda was getting between 5-10 new leads every day!

 

So we didn’t stop there. We implemented a robust system to nurture these leads, using carefully crafted email sequences to build a growing community. Our CRM helped her track lead sources and maintain long-term connections. Soon, her list grew to nearly 300 strong hot leads, reaching people across Australia and New Zealand. Which was awesome – because she started with ZERO!

 

Redefining Offers & Future Vision

 

Once we had people in the door, we refocused on her product suite. I mentored her to expand her services beyond the initial three-session therapy offering, developing a maintenance program for ongoing support. Despite juggling another job and family life, Linda maintained discipline, allocating specific days for sales, content creation, and other ‘working on the business’ activities.

 

Whilst the journey took just over a year (thanks to Linda’s other commitments), it proves that with the right guidance and a little perseverance, you can turn your passion into a successful online business. It’s about making a real difference while doing what you love.

 

Are you ready to enhance your online presence? Let’s discuss how we can make your digital strategy work harder for you.

 

Book a 15-minute ‘ask me anything’ call: https://bit.ly/YTAskMeAnythingKC

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Redefining Success: The Moment I Had To Lean In

I have only ever known entrepreneurship. I was born into a family full of people who work for themselves and are fairly happy to take risks. As such, I too ended up working for myself most of my life (except for a 10-year career in TV production – which is kind of like working for yourself).

 

I absolutely knew I was making this choice because I didn’t want to have to fit in. I’m not very good at not being fully self-expressed or wearing a mask. Whilst I have always thought of myself as pretty darn lucky, even courageous, deep down I don’t think it’s entirely true.

 

I am not lucky; I made a choice to avoid environments where I would have to wear a mask.

 

The fact that I have avoided workplaces like this sounds smart, but in fact, in many ways, it has held back my success.

I told myself stories that I wasn’t smart enough to work in corporate, or that I wouldn’t understand the language they talked.

I was SURE that I wouldn’t be able to keep my mouth shut if I didn’t agree with something, not swear, or at the very least would struggle with the pace things move (which is not fast enough for my liking!)

 

So all these ideas I had held me back from believing that the quality of my work could possibly belong in the big mysterious world of corporate!

 

When the Universe Decides to Give You a Nudge (or a Shove)

 

At the start of 2023, I had developed the Impact Alchemy, and had at least 10 women who had worked in corporate before through the program.

 

My dream was to get this program into corporate spaces because I knew that was where this work (of owning your uniqueness to amplify your impact) would have the greatest pay-off. I could make real change there.

 

But my stories were holding me back. My stories about how I talked too much, I wasn’t refined enough, I didn’t know the right vocab…

 

All things that no doubt I was told throughout my life because whatever I was doing didn’t suit someone else at the time!

 

But I held on to the dream, of someday – somehow – I would find a way to fit into the corporate space and be courageous enough to call myself a leadership trainer in the corporate space.

 

With this vision, the universe supported me, and I was nominated in the Future Women member group of over 24,000 women working in organisations, not small business, to do a talk at their 2023 Leadership Summit.

 

It was a 10-minute Lightning Talk.

 

I was freaking out but so proud of myself. I knew this was the start of overcoming this imposter syndrome I had been experiencing.

But the universe really wanted to make sure I wanted it, so I broke my wrist a week earlier. I was still pretty drugged up, unable to use my left arm, but I pushed through the flight, suitcases, dressing myself, using MacGyver-like contraptions to do up my bra!

 

Rocking It with a Broken Wrist: Because Why Not?

 

I got on the stage and absolutely rocked it. Among the incredible company on the stage, most of the speeches were more formal and serious. I knew I wasn’t going to be able to compete with stats and political views, so I claimed my space as an intuitive, unique, entertaining, funny, expressive performer. And I inspired the fuck out of 250 women and men in the room.

That 10 mins made so much of an impression I was interviewed by Sally and Tarang of Future Women the next day on their podcast.

 

I was right. Owning my uniqueness amplified my impact. I stood out like a dog’s dinner in that room.

 

I was also right that by leaning into the discomfort, it was the start of something.

 

Since this interview, I have been asked twice to speak at the Australian Hotels Association (a connection I made in the room in Sydney). I have spoken on uniqueness on at least 3 stages since for local councils, other people’s platforms etc.

 

But I was doing that stuff before the Lightning Talk.

 

What I wasn’t doing, and what I am super excited to be trusted with…

 

From Outsider to Corporate Leadership Trainer

 

I am now officially a leadership trainer – with one of the most unique programs for Corporate women – working with a pioneering energy company in Victoria, to take 15 of their leaders through the Impact Alchemy. With the view to do another 35 in the new year!

 

OWN YOUR UNIQUENESS. AMPLIFY YOUR IMPACT.

 

The. end.

 

 

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How a Unique Pilates Vision Elevated Kim Out of Competition & Into Magic!

Right, let’s chat about Kim McKinnon and her Pilates studio, Think Pilates. It’s a brilliant example of how a personal brand strategist can help transform a business.

 

Nestled in Albury-Wodonga, Think Pilates isn’t your run-of-the-mill fitness centre. It’s a boutique studio offering a unique blend of mat classes, equipment sessions, and studio mat thank-you classes. But the real story here is how Kim turned this wellness haven into a thriving business that truly reflects her unique contribution.

 

It all started with a strategy day that was anything but conventional. Armed with sticky notes and a window, we set out to uncover the essence of Think Pilates. Through a series of thought-provoking questions, we began to weave together a teaching framework that would become the backbone of Kim’s marketing strategy.

 

This session was transformative, to say the least. We delved deep into what makes Think Pilates special, exploring both the tangible benefits and the soulful experience it provides. It was about expert positioning and crafting a personal brand for coaches that truly resonates.

 

Kim’s realisation that her business needed to reflect her unique magic was a turning point. In a market full of competitors, the goal wasn’t to compete but to carve out a niche where Think Pilates could shine authentically. This is where the concept of impact alchemy for coaches really came into play.

 

The strategy day helped Kim see her business not as a separate entity, but as an extension of herself. It was about aligning her passion with her business goals, creating a powerful consultant marketing strategy.

 

One of the most significant outcomes was the creation of an educational framework for Pilates, setting Think Pilates apart. It wasn’t about being better than others, but about recognising and leveraging her unique value. This is the essence of thought leadership for consultants.

 

This shift in perspective was monumental. Kim’s clients began to understand the value she offered, and word-of-mouth became a powerful tool. Her clarity of messaging meant that her clients could now advocate for her services with confidence.

 

Kim and I then kicked off on a digital transformation, crafting an entire educational Pilates process complete with visual aids and a revamped website. This is where the importance of digital presence for consultants really shone through.

 

Looking ahead, Kim is set to authentically occupy her space in the wellness industry, shining a light on her unique approach to Pilates. It’s a testament to the power of authentic marketing for experts.

 

Kim’s journey is a brilliant example of how personal brand strategy, combined with expert positioning and authentic marketing, can transform a business. It’s about finding your unique voice, crafting a compelling narrative, and creating a brand that truly resonates with your ideal clients.

 

If you feel like your professional service business could do with a reposition, and branding upgrade book in for a call and I will give you a bespoke strategy over the phone. If it feels like a fit we can do it together…otherwise it’s all yours to do with as you wish!

 

Kath x

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How to Build Professional Credibility for Coaches, Consultants or SMEs Through Strategic Personal Branding

Do potential clients have trouble seeing you as a credible coach, consultant or Subject Matter Expert? 

This article explores how to develop a strong personal brand that builds trust and attracts your ideal clients.

Crafting an impressive brand starts with getting clarity on who you are and what is your competitive difference:

  1. Identify your niche. Get ultra clear on the specific problem you solve and audience you serve. Your brand must appeal directly to this niche. Think psychographics not just demographics!
  2. Define your key transformation. Boil down the core result clients get from your coaching into a simple compelling ultimate promise statement. You might have multiple promises, but there is a way to package many ideas into one core message (check out the Impact Alchemy).
  3. Unearth your origin story. Outline your background and life journey to show what shaped your expertise, gifts, strengths and purpose. Storytelling builds rapport and buy in!
  4. Determine your ideal visual identity. Work with a visual branding agency to select colours, fonts, and imagery that reflect your authentic personality but still resonates with your niche clients.
  5. Develop polished brand assets. Your ideal clients are being trained in what to expect visually from every company they shop with – think Zomp, Witchery, Canva, Scratch pet Food, just as afew examples of beautiful brands. If you want to attract your high value clients your visual identity needs to meet them where they’re at with  pro graphics for your logo, website, social media, and marketing materials. Align your look and feel.
  6. Show your personality in your messaging. Infuse your communications with your authentic human voice, inspiring passion, and humour that makes you relatable. Avoid corporate jargon.Nust be yourself – but nice like!
  7. Spotlight client success stories. Gather testimonials from ideal clients who’ve achieved incredible transformations through your consulting. Build trust by showing people who have the same problems and the path they walked to the solution.

With clarity on your niche, offer, story, and visual identity, you can develop a strong personal brand as a coach, consultant or SME. A polished, targeted brand attracts your perfect clients, allowing you to confidently embody and amplify your impact. Nothing like seeing yourself looking killer on your own website, to make you say “dammmn I do know what i’m talking about don’t I!?”

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