Crafting A New Brand Identity

Sheila was looking to develop a new brand that inspired people to reach their full potential and live a healthy life. An exercise coach herself for seniors, she wanted to create content that was inclusive for anyone and that shared with people exercise routines that would be mindful of past injuries and pain prevention.

Starting from scratch, this consultation started by defining the key communication channels for her brand in the digital space. After talking about her future aspirations, we decided that having a presence on Instagram to leverage IG Reels was going to be essential to maximize the reach of her brand, particularly because the feature had been recently launched and the platform was giving priority to video content over user photos.

Additionally, we decided to rework her existing Facebook profile to leverage her existing and moderately active following. For this, we designed brand guidelines to ensure that the posts were visually pleasing and would stand out on the platform. I also taught Sheila the basis for her copy work and came together to a conclusion as to what her voice needed to sound like.

Finally, we worked together on the process of creating IG Reels for her account. She learnt different recording techniques and how she could use simple tools like her phone to reach her desired goals. We also discussed apps that could be useful during the editing process and how editing techniques can help improve the clarity of the message.

Once she started implementing these changes, posts under the new framework were consistently overperforming her previous work, reaching more people on average and increasing the engagement she received per post.