[0:00] I want to do something a little different on today's podcast. I would like to play pretend. And I want you to imagine that you have come to Rebecca Peterson's studio to inquire about rebranding your business. And we're having a conversation where I'm asking you some questions to determine if we're a good fit for working together and if you are going to get the best result from my services. The first thing that I do when I like to talk to somebody about rebranding their business is just get some background. So I would want to ask you about your history and your experience, right? How did you start your business? What have you been doing? What kind of clients have you worked with in the past? And from there, I also want to find out what your vision is for your business. And this is really important because the people who are going to get the best results from working with me are people who really want to make their business a thing. And there's not always a specific income level associated with this, but I would say if you have a dream of building a multi-six to seven-figure business, a rebrand is going to help you do that. So we're going to talk about all of this and more in today's episode.
[1:20] You're listening to aesthetically speaking on this podcast we're talking about all things branding logos colors fonts and the strategy behind it all seems like these days it's easier than ever to build an audience but harder than ever to stand out online my name is rebecca and i'm a brand strategist and designer together we're going to talk about how to bring your brand to life.
[1:41] Music.
[1:46] All right. So if we're having a consultation and I've asked you about your history and your experience in your business, what I'm going to talk to you about next is what's working and not working for you. So if you're like most of my clients, you have clients currently and you're making money. Often they say like, my business is working, but I must be doing something that's not working or I must not be doing something right because I'm feeling a little bit stuck, right? Like I'm doing all the things, I'm creating posts, I'm making connections, and I get clients through referrals, but I don't always get people who come.
[2:23] See my content, know what I'm about, and buy from me. What I like to find out is who your current clients are and how you have been able to connect with them. And I want to know how many clients you have and what your goal is for those clients. So a lot of times my clients will tell me like, well, I have private clients, right? I'm a coach. I have my private practices pretty much booked out, but I would really like to move into a more leveraged offer, maybe a group coaching program or a membership of some kind. It's also not uncommon for people to come to me and say, I have some clients, but they're not the kind of clients that I would love. And they're not signing at the prices that I really want to charge. And so I feel conflicted because I'm not totally booked out. I would like to sign more clients more consistently, but I also really like more premium clients, right? A slightly higher clientele. And at this point, I'm like, okay, yes, I can totally help you with that. And I think this is the advantage of branding that I'm going to talk about a little bit later, but branding acts as a multiplier for your business. So whatever you're doing that's working, it will multiply that and it can fix a lot of the things that maybe aren't working for you, right? So if your content is nice, but it's not really getting people excited about working with you, having a new brand will help with that.
[3:49] So once we've kind of talked through what you're doing in your business, what's working, what's not working, I'm going to ask more specific questions about your brand. And I really want to know, tell me about your brand right now. You know, did you design it yourself? Did somebody design it for you? What do you like about it? Do you feel like there's anything that's not working?
[4:11] And typically my clients will tell me either. My brand is terrible and I hate it. like I have a brand, but it barely counts as a brand, right? It's a logo that I found on Canva that I've been using and it works, but like, it's nothing special.
[4:27] Sometimes they'll tell me, yeah, I worked with a designer in the past. I feel like they did a fine job, but my business has evolved past the brand that I have now.
[4:37] And I feel like I'm a really, really good coach and my brand does not reflect that. And it doesn't reflect the kind of prices that I would like to chart. So with the understanding of your current brand, and I also want to know what you don't like about your brand, if there's anything that you feel really attached to from a messaging standpoint or a visual standpoint. And then I want to help you see what your brand could be. And so I'll ask, how do you want to be perceived? What do you want to be to your ideal clients. Most of the time, people will say, oh, I really want to be perceived as legit. I want people to know that I'm serious about this. I want people to know that I'm really good at what I do. I want people to be excited about working with me. And I want it to have a distinct vibe. And I think one thing that happens, especially if you've been making it work with a more DIY solution is that your
[5:37] brand feels fine, but it doesn't really feel special and it doesn't feel unique to you. And in coaching and in other client-based businesses, it's really important that people resonate with you because when they're working with you, they're getting your unique personality and your point of view on their life and their business.
[5:57] So I like to really get an idea of.
[6:01] What you want your brand to do. And some people really want their brand to be extremely high ticket, luxury, vogue style. And some people are like, I want a brand that's fun, but still commands a premium price point. And the cool thing about what I do is that we can have both. And it's actually one of my favorite challenges is to capture your nuance in your brand. So I cannot tell you how many times somebody has come to me and said there's part of me that wants to be like the little black dress with high heels kind of coach and there's another part of me that wants to be the hoodie and sweatpants kind of coach. And I don't know how to marry those two things.
[6:46] And I don't feel like it's just one or just the other. And that makes me so excited as a creative director and a designer, because I know that there's a perfect solution for you for these two kind of competing aspects of your personality. And I don't know what it is off the bat, but I know that we can figure it out. And I know that I can find that sweet spot of your brand that has your personality and also looks professional and represents all of the different parts of you. And the other thing along with that is there's some patterns in branding. We typically see one style of font with one type of brand and another color with another kind of brand. And I really like to play around with those rules because I think that A, following these formulas is what makes everybody look the same. And B, I think it's interesting to pull from different associations to create a brand that's unique to you. So I like to say, what other things are you interested in besides your work? What kind of clothes do you like to wear? What kind of food do you like to have? And that helps me create a brand that feels really comprehensive and authentic instead of just being this single faceted approach.
[8:05] So when we're talking about your future brand, I'm going to ask you like, what role do you want in your business? Because my ideal clients are the people who are really involved in their business.
[8:16] They are not a figurehead. They really, really care about their business. And there's an aspect of their business, right? That represents their personal growth. And this is why I talk so much about personal development and brand development and all of these things kind of rolled into one because you're using your business as a way to reach your personal goals, which includes the kind of person that you want to become, the kind of skills that you want to develop. And so it's important to me that my clients really care about their business and really care about the value that they're putting into the world and that it's not solely a profit-making machine for them. I also like to ask, what kind of clients do you want? So usually people that I talk to, They know the kind of clients that they want to work with and they probably have a good idea of like their personality or their niche or their demographics or that kind of stuff. And they have this kind of fuzzy picture in their head of who those people are. But what they really want is for that picture to become clearer and so well-defined that they know exactly what to say to that audience to really activate their desires and help their audience see them as unique.
[9:33] And this is why I'm so big on strategy and messaging as part of branding because it's not just what it looks like it's also what it says and so if you want clients who are at a certain income level or you want clients who care about a certain kind of thing you need to really understand that one of the things that I include in my brand strategy document for my clients is kind of a customer journey path. And I like to articulate like, what is it that makes somebody actually buy from you? Like what is happening? What's the thought that they're having when that actually happens? And when we can articulate that, it's like magic because you see that it's not just like, oh, they see that I can solve their problems. It's usually something specific like, oh, they see how beautiful life can be when your baby is on a schedule. And that makes them want to work with me because I can help them create a sleep schedule, right? Like they're inspired by my morning routine or.
[10:39] So one of the things that I include in my brand strategy document is this customer journey. And I like to get really into the head of your ideal clients and give you specific examples of what they're thinking when they actually buy from you. So I can tell you what is the thing that you share that makes them say, okay, yes, I want to work with you. And that's not a perfect formula, but it gives you an idea for what resonates with your ideal clients. And so knowing what kind of clients you want, even if that picture is not super
[11:15] clear, helps me create a brand that will really move them along that customer path. So when we've talked about your future brand and I'm kind of getting the vision and you're kind of getting the vision for what it could be, I'll ask you, why do you want a new brand? because I wanna make sure that I can really deliver what you want. And usually there's a lot why you want a new brand. And usually my clients, they want a new brand because they know what it will do for their business. And they want to be able to speak more competently to their ideal clients.
[11:52] What they really want is they want it to be a vibe to work with them. And they want that vibe to be really recognizable. So people can say, oh, that pink and orange post, that's got to be Rebecca's. And so what I want to help you see is what a new brand can actually do for you. And what I start with is what it will do for the perception of your business. And for potential clients, a new brand is huge because it helps them match the level of quality that you provide as a coach or a service provider or whatever to your brand. So there's no mismatch. And this is one of the ways that we can kind of address the, I only get clients through referrals problem, because what happens if you're only getting clients through referrals, it means that only people who really know you or really know your business are willing to invest in you and tell other people about you. When you have a really great brand, when it's a vibe, when it's beautiful, it makes it really easy for people who don't already know you to trust you and
[13:04] say, yeah, I'm going to pay her. I'm going to invest with her. I also think that a new brand elevates your perception of yourself. And you've heard me say this 1 million times, but brand development really is personal development.
[13:18] And part of my work, and I think part of my genius, quote unquote, is that I help you see yourself at the highest. And what I mean by that is I'm literally going to sit down and say, brag about yourself. Tell me what you're good at. Tell me what you want to be good at. What do you struggle with? And then I'm going to use that and combine it with what I see in you and give you a little list. Here's how I see you. Here's what you can do to strengthen that identity. I see you as being really knowledgeable.
[13:54] I want you to share some of your unique perspectives on social media. I also think there's something magic about seeing your new brand that helps you see yourself differently because you're like, hey, I'm the kind of business owner who has a professional brand. I'm not just making this up. I'm not faking it. I'm legit. The other thing that a rebrand does for your business is that it makes you super recognizable. And I mentioned this a little bit with the vibe, but I think when you have this clear, consistent messaging, right? When you're saying the same thing, when you're promising the same promise over and over again, it becomes really recognizable. And I also think consistent visuals make you really recognizable. And I want you to be recognizable. And I also want you to be distinct. So it's not just you're recognizable as a coach, it's you're recognizable as a specific coach for a specific kind of client for a specific outcome. I also think a new brand makes your business more valuable, not just because it increases the perceived value, right? We see things that are well-designed and we perceive them to be more expensive. But I think it shows people the deeper meaning in your work. All of my clients care a lot about the value that they put into the world. And they're not just coaches or consultants or authors or publishers or whatever it is, because they want to make money. They're doing it because they want to make an impact.
[15:19] And they believe that their work is more than just the face value of it. And so your brand helps show people that, right? With that clear message that will develop. I also think that branding really highlights your genius. And it's so magical to see this happen when I design the visuals for a specific brand and I'm creating some of this really rich symbolism and designing icons and choosing fonts and designing backgrounds and color palettes and all of these things. It's so aligned with my client's personality that I think it helps them stand out in their own minds and also helps them call that out to their ideal clients. So like I said, you want to elevate the perception of your business to your ideal clients. You also want to elevate it for yourself. And I think branding makes your business easier. It systemizes some things. It makes it a lot easier to be consistent. But really what it does is it makes your business beautiful, which gives you a vibe and creates demand, right? I can create demand in my own business through my brand, which is so cool. And what I believe about branding, which I mentioned before, is that it's a multiplier. So if you are going to launch a group program, if you are going to do a bunch of outreach, if you're going to do networking, if you're going to sponsor an event, if you're going to run Facebook ads, any of these things that you're going to do will be more successful with a solid brand foundation.
[16:48] Without that, you can still have success. You can still sign clients.
[16:53] You probably already are. But when you're ready to take it to the next level, when you have this sense of, I'm ready for more, and I'm ready to make this consistent so that I can always have these results, so that I can have this floor of income and build off of that rather than starting from scratch every three months when my client contracts run out, branding will multiply those efforts. So if you feel like we're a good fit, right? We've had this consultation. I'm saying, yes, here's what my work can do for you. And here's how it will help your business grow. Here's how it will help you grow. And you say, that sounds amazing. When do we start? What's the process look like? What's the timeline?
[17:34] And this is where I say, okay, so my process is really deep. We're going to get to know each other really well. We're going to talk a lot. And it's going to help me give you a brand that works for your business and feels really good to you because it will be authentic. So the rebrand experience, which is the signature rebrand service that I offer, is a six-month package. And that includes consulting with me on Boxer four days a week, right? This is a big deal because I am literally in your pocket anytime you have a question. So we can talk about prices according to your brand. We can talk about content according to your brand. We can talk about how to run sales in a way that is on brand for you. It also includes a total reinvention of your brand foundation, identity, messaging, and design. So I call strategy this piece that is your identity and your messaging, right? It's who you are. It's who your ideal clients are. And it's how you speak to them. And we spell it out in the exact verbiage that you want to use. So you have this reference guide that will help you communicate with your ideal clients. And you can look back on it every time you create a new offer. Every time you want to create content, you're going to have the information that you need.
[18:56] Then we actually get into the design, which obviously is what gives you the strongest vibe. And it's the funnest part. This is what everybody thinks that they need, but they don't realize that they need the strategy piece to go along with it. So it takes about two months to do your brand strategy, figuring out the messaging, really nailing down your ideal client and helping you make some powerful decisions about who they are. And then we move on to the brand design. So I'm going to show you how to find inspiration and how to find your style in your brand. Then I'm going to actually turn that into a custom designed brand identity, which means your logo, a set of logos really that you can use in various applications. It means a really solid color palette, font selection. It also means photography. It also means textures and icons and images. and then the application of that. So that's going to be social media templates because social media is one of the ways that you're going to use your brand to grow your business. It's also website concepts. So I'll show you what your website could look like. And if we want to build that together, we can do that. If you want to take that and build it out yourself, you can do that too.
[20:12] But at the end of the six months, what you will have is not just a new look, but you will actually be a different person and your brand will match the kind of person that you are and the kind of person that you want to become. So at the end of the six months, you'll have all of this information. You'll have the strategy and the messaging that you need to communicate with your clients. And the great thing about working together for so long is that you'll actually be able to apply it to your business and come back to me and say, is this working? Is this not working? Can you help me refine what I'm talking about on my Instagram stories so that it's in alignment with my strategy? And the goal is at the end of the six months that you have those big income months that we all want, that hiring you just feels totally irresistible for your dream clients and that what you do feels totally unique to you and you're confident in that.
[21:15] Because I understand your dreams for your business. I know what you want from your business and I know that having a new brand will help you get that and I'll tell you if you're ready to get started I'll send you an email with all of the details a contract and invoice and we can get rolling right away.
[21:35] So I hope this episode has given you some good insight Into what a new brand can do for you and what it looks like to work with rebecca peterson studio, If you are the person who wants to have a brand so powerful that you have a wait list of eager dream clients and you can fill new spots just by whispering about it.
[21:54] Let's talk about what a new brand can do. Send me an email and let's talk about working together in 2024 and beyond. We hope you enjoyed listening to Aesthetically Speaking. If you want to support the podcast, please leave us a nice review or connect with us on Instagram at Rebecca Peterson Studio.
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