Client
The Power Within, Singapore
Industry
Executive Business Coaching
Our role
Brand discovery
Brand strategy
Brand identity design
Content strategy
Social media strategy
Overview
Our client Angela Foulds, needed help steering her coaching business in the right direction with a brand refresh and strategy review. Her aim was to grow her database and kick-start her sales strategy toward becoming a leading ‘Coach Connector’ across Asia. Our strategy was to create a strong, distinctive visual direction for the brand and a more intentional tone of voice to help capture the attention and resonate better with her ideal audience.
Our brief was to clearly define Angela’s position within the business and also begin to establish The Power Within and its offering across Singapore.
“Wow what a dream team! If you're looking to start your own business and need help with the branding, social media, brand personality, tone of voice, etc, *Digital Collective is the ONLY way to go! Each team member has their own unique superpowers and will work thoroughly to produce something amazing, with meaning, that you will love. They've been really fun to work with and very supportive along the way. I would highly recommend it!”
Angela Foulds
Founder & CEO | The Coach Connector
*Brandhearted worked on the brand creation and strategy as part of Digital Collective Co. on this project.
Our approach
We conducted a brand discovery session to define The Power Within’s key reasons for being, alongside brand research and competitive analysis to understand where Angela and her business could stand out in a highly competitive and well established ‘coaching’ industry. Our conclusion was to make her an essential part of the brand, establishing authority and trust for her expertise in the market. We defined TPW’s Unique Selling Proposition, highlighting what they do, their target audience, and why they excel.
We defined an overarching concept to symbolise TPW’s goals of what its customers will gain from TPW’s programs and coaching. Our creative inspiration stemmed from the inner confidence embodied by the peacock, often referred to as a 'showstopper of a bird.' This magnificent creature symbolizes awakening, confidence, integrity, self-expression, and self-love.
We created a new brand identity, introducing a more fluid & dynamic logo representing transformation, positive change, and personal growth. Complimented by a vibrant color palette and a flexible brand system for Angela to position herself as 'The Coach Connector' among her service categories: Organizations, Entrepreneurs and Individuals.
The results
Our work established a strong visual and verbal identity to foster connection, respect, and trust for the brand. We equipped Angela with the tools needed to engage with her community effectively. Additionally, we provided a cohesive brand guide to maintain consistency in design and messaging for The Power Within.
We implemented a comprehensive social strategy, creating over a month’s worth of branded content to generate interest, expand audiences, leverage existing coach networks for cross-promotion, and drive sales through effective calls-to-action. This involved designing social assets to convey service categories and support TPW's key messaging across various channels. We also created templates and messaging pillars to empower Angela to authentically 'Inspire Growth.'
Angela's journey continues... Through her efforts, she not only crafted a powerful, collaborative, and successful community in Singapore and beyond but also solidified her identity as the 'Coach Connector.' Now, as her endeavours have taken her to the U.K., Angela's commitment shines through as she has retrained and embraced the role of a self-employed business coach, a testament to her unwavering dedication and the lasting impact she has made in the coaching world.
