It gave me clarityBeth Reacher
When Beth approached me for help, her existing business brand The Career Stylist was in the strongest position it had been in two years. She was fortunate to have an exceptionally strong organic SEO benefit, appearing high for the terms life coach London and career coach London. Additionally Beth received lots of positive feedback about this brand: that her clients related to the down to earth tone and found Beth to be inspirational.
The Career Stylist is unlike other career coaching as at it’s core belief wasn’t about getting on in your existing job, but instead encouraging women to take the step to creating their own business to ‘style’ a career and life they would love.
Beth found this fulfilling, however she knew she wanted to be running her business on a wider level: to inspire women to change their outlook to their whole life, not just their career. Beyond that Beth wanted to change the business model – rather than depend on her for 1-to-1 sessions, she wanted to grow the business online to reach women globally and create a community following.
With the undeniable success of her existing business resting on it’s focused niche, her own 1-to-1 input and targeted SEO, Beth was unsure how to take the next step without compromising everything she had worked so hard on.
In order to help Beth create a strong business brand it was essential we started by assessing the strengths of her existing brand.
Next we looked at similar businesses, influences and visualizing Beth’s idea for her business.
One of the core aspects of the new brand would be educating people about a mindset shift that occurs when we open up to a more spiritual way of being in the world. We discussed what this mindset involved and how it should be presented. Based on her target audience of ambitious urban women in their 30’s we faced one big challenge: the Beth Reacher brand should at all times remain accessible and down to earth; even if the subject being communicated was very abstract or spiritual.
“The new brand needed to be accessible and inspiring”
Since the core audience for both was so similar we considered merging The Career Stylist with the new brand, but ultimately it was essential Beth was positioned as a thought leader, so we decided to treat the brands separately.
As part of this we stepped back and looked at simple ways to improve the existing The Career Stylist site and brand.
We worked to devise a way that marketing could maintain The Career Stylist and also grow the Beth Reacher brand. This involved creating a simple brand hierarchy where BethReacher.com would be seen as the main/larger brand and where The Career Stylist is a more targeted community for women wanting to start their own business.
We made a change to the existing logo for The Career Stylist, a small change with high impact: by putting ‘with Beth Reacher’ beneath the logo new visitors will become familiar with Beth’s name and the position of The Career Stylist as a brand within Beth’s wider portfolio is clear.
To help visualize the brand we created logo mocks, these focused on use of bold pink and orange tones (known to energize and communicate confidence) and a circular form.
Beth worked with photographer Katie Julia to create promotional photographs for the new brand. The photos were fresh, natural and happy within an urban setting featuring the same hot pinks and coral colours.
We devised several ways to use the success and popularity to support and leverage BethReacher.com, this included visual ‘signposting’: simple adverts that would feature on The Career Stylist and attract people to the message for the wider brand, Beth Reacher; and ads that would appear on Bethreacher.com that would make people aware that a more specific website for career needs existed.
This campaign could then be widened to promote both sites in general, on other sites and by using strategic PPC terms.
Tagline and tone of voice
From the brand philosophy ‘Be free to be who you really are, live your inspiring life’ we brainstormed taglines and came up with the options ‘Be free’ and ‘Love life’. Beth decided to go ahead with ‘Love life’.
We decided that the look of the brand would be premium but very personal, conveying lots of Beth’s personality. In line with this we worked on several writing exercises to create a tone of voice guide.
With a name, tagline and framework ready for the brand, we began creating a look and feel.
The look needed to be aspirational, elegant and contemporary. Beth created a moodboard of visual references she liked from other brands and from here we created a visual brand palette as part of the logo brief.
Colours were muted to become more romantic and warm based on the references from Beth’s moodboard. We worked with experienced graphic designer Carolina Mila Denia to create the logotype.
The final logo:
We worked with Lex at Girl & Boy Studio to create a visually engaging responsive site.
Attention was given especially to a section called The Letter - an introduction to Beth’s key philosophies, which would later become a book.
BethReacher.com launched on February 1st 2014 to a great response. She has successfully built up a strong social media following for her new brand (over 3,000 Facebook fans and 6,000 Twitter followers).
As a result of clearly defining her audience and her content, she has succeeded in creating a high engagement audience for the non career focused posts which sometimes disengaged her previous brand audience.
With both brands now distinct from one another, Beth is achieving success in both areas, in early stages of discussing a publishing contract for BethReacher.com and winner of Cosmopolitan's Career Blog of the Year 2014 for The Career Stylist.
Visit her sites and see for yourself: www.bethreacher.com | www.thecareerstylist.com