Tag Archive for: brand elevation

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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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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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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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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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