Writer, Speaker, Health Coach
Splitting a single brand with different offerings in order to reach a very specific audience and better tailor the brand message for those audiences.
Client
Rosy Crumpton is an accomplished author, writer, and speaker who had recently obtained her Health Coaching certification. While recognized primarily for her writing abilities, she aspires to establish her reputation as a dedicated Health Coach and fully commit to this pursuit.
My Recommendation
At first, Rosy aimed to rebrand her compass rose logo and expand her personal brand to promote her health coaching services. After thorough discussions and research, I recommended maintaining the 'Rosy Crumpton' brand for her writing and speaking engagements, while suggesting the creation of a separate brand solely focused on her health coaching services.
Why?
Brand clarity: having a single brand under her name could cause confusion as to what services she offers
Focused and targeted messaging: communication coming from and being directed to each specific brand website or email address ensures effective communication and a more unique experience for customers
Brand differentiation: Rosy’s two specialties are quite different; branding them separately would allow her to really position each brand individually
Flexibility: the separate brands could grow individually without affecting the other
Specialization: each of these brands will now have its own specialty and that can be seen as a competitive advantage because it positions the brand as an expert in that particular field
Deliverables
Primary and alternate logo, reversed versions of the logos, favicon, social media graphics, custom pattern, business card, letterhead, Brand Guide, and website design using Squarespace.
Target Audience
For Rosy’s health coaching business, the target market consists of people who are: aware that they can change their circumstances, willing to make changes, and willing to pay for your help.
Women with children; Aged 35-44
$70,001-90,000 estimated gross annual income
Bachelor’s degree
Middle-class (probably suburban) neighborhoods
Value: health, family, work/life balance
Regret losing themselves as individuals
Busy, lack of time, competing priorities
Little time and cost issues might be a barrier to being hired
Original Logo
Rosy had a logo with a compass rose previously created by another designer. She wanted it revamped.
This is Rosy’s original logo done by another designer
Initial Concepts
During the design process, she legally established her new brand name, which is why the initial comps (see below) were using her name and the final is with her new brand name.
I proceeded to revamp her brand while Rosy considered and looked into the possibility of establishing a formal business name for her health coaching business.
Final formal logo and alternate logo
Simple, Effective, Easy to Navigate
Rosy also asked me to create her business website. I did this using Squarespace. Though it may look simple, it is effective and I added alt text to images and links throughout her website to aid in search-engine optimization (SEO).
