Challenges:

When we met, Karen O'Donnell had three separate brands: The Speaker Coach, The Inner GPS and her personal brand, ‘Karen O’Donnell’.

The former was focused on coaching public speaking skills and the latter, on deep emotional work.

In addition to being a lot of extra work to manage, none of them reflected the full scope of what Karen offers clients.

Having three different brands also meant that her business was losing potential clients due to a diluted brand messages – in a marketplace full of coaches.

The new brand needed to clearly reflect the unique value proposition: empowering women by helping them uncover their true inner voice, by overcoming mental-blocks standing in the way, and building up confidence and emotional resilience.

Strategy:

Research

We conducted market research amongst previous and potential clients to properly understand the unique needs and experiences of Karen’s ideal audience.

Brand Values

Transparency - honesty with other people, with ourselves.

Integrity - the service offering has grown organically from Karen’s own experiences and passions. 

Support - hold emotional space for people at a deep level, (which may be uncomfortable for other practitioners). 

Spiritual growth - growth comes from the inside out. 

Value others - all voices deserve to be seen and heard. 

Strength - inner strength leads to outer strength. 

Confidence - we have the power to re-build self-belief by consciously re-wiring negative self-thoughts. 

Solution

We decided to tightly narrow the focus to personal growth and self-leadership for women.

As part of the new Brand Strategy, we clarified the:

brand's personality,

tone of voice,

visual direction,

content pillars.

The brand messaging embodies empathy, and emphasises the transformational journey of finding one's inner voice.

As part of the new brand direction, we changed the name to Karen O'Donnell: Find Your Voice.

Deliverables

The new visual identity’s colour palette was chosen to reflect warmth, strength and clarity - of the heart, throat and mind chakras.

Imagery was chosen to communicate the strong emotional connection and confidence that Karen builds in her clients.

Marketing materials were designed to resonate with the brand's target audience, highlighting the profound impact of stepping into one’s own power.

Based on the brand and marketing activities that made sense for the new brand, we developed a suite of marketing materials, including business cards, social media graphics, and presentation templates, all aligned with the new brand identity.

The new brand identity was rolled out across LinkedIn, Facebook and all the customer touchpoints that Karen uses.

Results

Six months post-rebranding, Karen O'Donnell: Find Your Voice has seen a strong uplift in awareness of her new brand, greater audience engagement through workshop attendance, and enjoys a clearer market position.

The new brand speaks to the mission of fostering deep inner confidence, resonating with clients' aspirations for personal and professional growth.