Well Qualified was part of the first round of Brand Fundamentals — the four week group program I created because I wish it existed when I started my first business. Well Qualified had recently moved to a different state and was struggling to get her pilates, reiki, and breathwork business off the ground in the new location.

The investment — Signing up for Brand Fundamentals seemed risky for Well Qualified, because she didn’t have a big budget to re-establish her business. We talked about how a brand message that is relevant to her potential clients would advertise her business more effectively. Realizing that the investment in Brand Fundamentals would pay for itself in a very short time, Well Qualified took the plunge.

Week One / Values, Vision, Mission — With her wide range of expertise, Well Qualified had the feeling that she was trying to run multiple businesses at once. This made it difficult for her to tell people what she offered in a nutshell.

Establishing her values, vision, and mission through the Brand Fundamentals worksheets helped Well Qualified uncover the impact she wants to have — the reason why she started her business in the first place. “To empower mothers to create peace for their body and soul, by providing the tools and support they need to feel grounded, present, and at ease in their current life situation.”

Through a clear mission that was rooted in her core belief system, all parts of Well Qualified’s business suddenly made sense together. Every part became a tool to achieve the higher objective — a growth strategy started to reveal itself. When Well Qualified started talking about the impact she wants to have instead of the actual things she has to offer, her business picked up right away.

Week Two / Ideal Client Profile — After talking to a few of her clients and building systematic profiles for them, Well Qualified noticed a pattern: Her best clients, the ones that were clearly getting the most value from her, were parents that were also ambitious in their career.

The ideal client profiles revealed key opportunities. Well Qualified’s offerings helped her clients succeed in the part of their lives they cared about most — Being the best version of themselves as parents and showing up with more confidence in their jobs.

It also became clear that people who expect Well Qualified to magically solve their problems without putting in the work themselves would not be a good match and therefore not her target audience.

Week Three / Brand Message — With the help of the worksheets Well Qualified started creating propositions from the notes she took during her client talks. She looked at the most passionate wants and needs her clients expressed.

All of her ideal clients thought that they were failing their family. Although they needed help, they also felt that being a good parent meant being able to do everything themselves.

The first part of her brand proposition “Asking for support doesn’t mean you’re failing” tested through the roof. Using her clients own words she had created a message that resonated deeply with her ideal audience and paved the way to offer solutions.

Week Four / Implementation — Now that Well Qualified had a message that got her audiences attention she started to create variations of her proposition for her different services. She was also able to package her offerings based on what she knew her audience cared about most, and the impact she wanted to make with her business. This knowledge also made it easy for her to create a strategy for her content and online marketing.

After she finished the worksheet exercises Well Qualified told me that she did not care about how many followers she had anymore but WHO actually follows her. She started to create and share consistent content that was relevant to her ideal audience and her bookings increased.

Tripling the business — The foundation Well Qualified had established in Brand Fundamentals focused the direction of her business and brought consistency to her entire communication — website, business cards, newsletter, social media, and conversations. It enabled her to offer something useful and relevant to her audience when they signed up for her newsletter. And it created momentum for her business and drew people to her site. Her website traffic increased and her conversion rates went up, way above market standards. And even though Well Qualified raised her prices, she also increased her bookings — to a point that she was working at capacity. Now she is restructuring her business to a more scalable format, so she can keep growing.

The power of your brand —Your brand is what people think of you, and this determines if they will buy from you. Right now, people have an increased desire for meaningful relationships. A brand that is consistently purpose-driven is the ultimate tool to win the hearts of the people that matter to your business.

Effective branding aligns the goals of your business with the goals of your ideal customer creating a clear, intentional message. As a result you talk less about the things that YOU consider important about your business and more about what really matters to your customer.