Overview

It is the circular nature of the conversation, the back-and-forth and the journeys and discoveries that can be made through coaching that lie at the heart of Justin's Executive Coaching brand.

Justin was looking to create a brand that would appeal to the two kinds of clients he typically works with; business owners and business leaders. A broad client base but one where individuals often shares specific personality traits, motivations, a willingness to embrace change, and a desire to explore and elevate their potential.

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Objectives

The brand identity needed to not only appeal to this wide audience demographic but at the same time differentiate Justin from the other coaches operating in this space.

The brand strategy workshop I completed with Justin led us to develop four key brand values:

1. Authenticity is at the core - Lived experience and empathy are the foundations that drive authentic coaching and successful outcomes. 

2. Invoking curiosity can create clarity - The right kind of questions have the power to steer people down unexpected avenues of thought, arriving at illuminating places and creating clarity. 

3. Empathy and Listening - One must listen with intention in order to empathise with the situation. Listen to hear and not to respond. 

4. Mindset matters - Not recognising opportunities, or being smothered by self-limiting beliefs stifles potential. Peeling back the covers can reveal the magic within 

Results

The brand strategy workshop gave us the foundation on which to build Justin's visual identity, and asked the questions required to understand the audience we were seeking to attract.

Part of the strategy work I completed with Justin, was to develop ideal client personas, analyse the existing competition and identify the core values and beliefs that underpin Justin's brand.

Brand messaging was then created, giving Justin a clear mission and vision statement, as well as a positioning statement and strapline that act as both and anchor and a guide for Justin's brand going forward.

A differentiated and memorable brand identity system is supported by the brand activation playbook, a reference guide to Justin's entire brand, from messaging through to brand identity guidelines.

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