August 24, 2021
Have you ever wondered how a brand refresh can impact your business? We’re taking a look behind-the-scenes of a recent brand transformation for our client, Lindsay E. Preston.
Lindsay is a wife, a mom of two, and a multi-certified leadership coach and mindset expert.
Her passion is teaching and coaching women how to authentically own their power so they can accomplish their dreams in business. Pretty awesome, right?
She’s also multi-certified in coaching for women and has a background in psychology. As she began life coaching women, she also studied neuroscience-backed strategies on how to change your brain. She started to teach these strategies to her clients, and they got BIG results.
From there, Lindsay started to develop a step-by-step 9-month simple success life coaching process where she taught these neuroscience strategies in video trainings, with individual 1:1 support along the way.
While all her offers were coming together, though, she was struggling with upleveling her brand. She knew that her social media and courses were packed with value, but the overall brand wasn’t strong enough to be consistent and trustworthy across the board. Plus, Lindsay admits that design was a total time suck for her.
“I was spending time designing things and they still didn’t look quite how I wanted them to. I was not in my ‘zone of genius’ designing,” she admitted. You can probably relate, right? That’s when Lindsay decided to work with us — and we took her brand from playful-but-generic to powerfully feminine, impactful, and fun.
When we started with Lindsay (and when we start with any client), we did a brand audit. This included looking at:
This helped us see that her brand at the time was inconsistent. On social, her presence was playful but uplifting. Her website lacked the passion and feminine empowerment Lindsay brings to her interactions, and her podcast and course materials could use more personality. We could clearly see that she wanted to shift it more to a female leadership focus and bring more of her voice front and center.
Upon getting Lindsay’s feedback and iterating on a couple of elements, we eventually landed on a brand environment that is fresh, approachable, and compelling.
While most small business owners assume a brand refresh just makes their biz look pretty and a bit more professional, the truth is it can have a massive impact on the growth of your business. After all, people are four to six times more likely to buy from a brand they’ve seen and can recognize. Don’t you want that to be your brand?
Lindsay understood the power of a new brand for her growing coaching business. While she had originally focused on life coaching for women, she was also shifting more into a leadership coaching space. That shifted her overall brand “vibe” from a more personal, feminine one to a bit more professional, approachable, and unique.
Her brand transformation allowed her to step more into the leadership coaching role she was already moving toward, and took her audience along for the ride. When we started her rebrand in 2019, her business was making about $30,000. When her rebrand went live in 2020, her revenue went to $100,000 — and now she’s over $200,000 in 2021.
A pretty website and on-brand graphics can’t do all that alone. Lindsay put in a lot of work to shift her ideal client and messaging, too. But the result is a cohesive presence, both on her website, on social media, and everywhere else she shows up. This is rooted in the brand we worked on with her, and that gives her a foundation to really show up and do the work she’s called to do.
Today, she says that the brand transformation work we did with her has allowed Lindsay to focus on coaching and teaching — her real zone of genius. “My business is flowing well and I do not have to worry about things like design. I know what I put out there is pretty and aesthetically pleasing, and I know my clients/followers won’t miss the info I want them to gain from my work.”
Essentially, this new brand allowed Lindsay to focus on the work she was really great at. When she did, the revenue followed. The moral to the story? Alignment with your brand and your ideal services or offers is part of the brand transformation process — we’re here to make sure that your brand reflects the shifts from a design perspective.
We’re so happy with how Lindsay’s new brand has evolved and how her business has grown as a result. If you’re a woman interested in leadership coaching, we highly recommend Lindsay and her programs. Get a taste of her brand and what she is all about with her FREE 4-day training: Accomplish Your Dreams.
This training was designed to help driven women see what’s holding them back most from their next level of success, which we are all about! You can also follow Lindsay’s Instagram account for all the insights into female leadership. (We love her insightful breakdowns of personality types and gentle prompts to become more self-aware.)
P.S. If you find that an outdated brand (or no brand at all) is holding you back from your next level of success, you can inquire with The Design Lab today about your own brand transformation.