Self-Love Coach Paola Rodriguez approached me seeking to update and refine her personal brand. We began by distilling her unique essence to establish a strong brand foundation before working on the visual rebrand.
The discovery process included a Branding 101 workshop, which helped Paola become more familiar with branding terminology for the purpose of this project and, more importantly, the future of her brand. I believe a strategy's effectiveness heavily relies on how practical and tailored it is for a brand's internal team, brand jargon and pretty words on paper are no guarantee of success.
After our virtual Character Attributes workshop on Miro, I refined the attributes into three complementary brand character traits that give a holistic and balanced representation of Paola's identity. I also developed custom definitions for each attribute to give them more context and begin to define the brand's personality.
In the project's next phase, we defined the brand's positioning by answering the fundamental questions (WHO, WHAT, HOW, WHY). I also crafted a succinct Positioning Statement that is actionable and functions as a rallying cry that builds internal brand culture. By combining the Sage and Lover archetypes, I found an opportunity to position Paola as a "committed ally in women's self-love journey"; identifying this role was a key moment in writing this brand's story.
