BUILDING BRAND AWARENESS

How To Get Recognized For The Amazing Work You Do

 

Summary: 

Wendy Capland, CEO of Vision Quest Consulting, had just been through a comprehensive rebranding process. She had spent about $50K creating a personal brand for herself, updating her business's brand image and creating promotional videos for her website. When she was done, she had a beautiful new look, a PR team, a social media team and an event team... but was challenged on how to integrate her new brand into her business operations most effectively. Jenn joined Wendy's team to serve as her strategic thought partner to write a new narrative for her brand, raise awareness of her consulting business and get her recognized as a leading authority in the field of leadership development.

When I met Wendy she had just been through a ton of rebranding with another firm and she was trying to figure out how to apply her new identity to her business operations.

After auditing the state of her brand, I found that she had a positioning statement for herself as an industry leader, but she hadn't defined the value proposition to back up her claim. Without the business perspective on who you are as a brand, it's nearly impossible to make decisions on how to shape your communication around that brand.

The following is my assessment on how we got her the recognition she was after.

First, I created a positioning strategy and statement for the business:

Vision Quest Consulting

Leadership Development Firm for Top Talent

 

This strategy became the underlying premise that shaped every decision we made going forward.

Next, I developed a creative concept for Wendy's self-perception to shape how she shows up in the world: 

Shaman of the Leaders

I think of creative concepts as motivational secrets. We use these to set the emotional tone and style of communication. This concept makes it possible for me to translate her vision consistently to different teams communicating on behalf of the brand. It also makes it easier for me to write speeches and briefs in her voice.

Then, I defined the key differentiating factors that sets her apart from others in her field: 

  1. Best Selling Author of Your Next Bold Move for Women
  2. Host of a Women's Leadership Retreat for the past 9 years
  3. Internationally Recognized Hall of Fame Coach
  4. Team consists of 40+ expert consultants & trainers worldwide
  5. Media presence (to be created this year)

I turned these core differentators into leadership success stories that became the foundation for all communication around her brand.

She didn't have the media presence she wanted so we made it our big picture focus for 2015:

Build Brand Awareness for Wendy Capland

as the face of the Vision Quest Consulting brand

How we implemented

I worked with Wendy over the next year and half as her brand advisor. We wrote all kinds of things together such as, executive briefings for teams, speeches and email campaigns.

I designed a Promotional PDF for the PR team with her as the face of her brand. My goal was to merge her personal and corporate brand identities together into one message that influenced decision makers in television, magazines, industry conferences and HR departments to choose Wendy Capland as their expert guest, keynote speaker, featured speaker and contributing author.

These are the results of our work:

  • Television
    • 4 times on FOX and CNN
  • Print & Online Magazines
    • INC.com -15 times (2015-2016)
    • Fast Company
    • Entrepreneur Magazine
    • Success Magazine
    • Monthly contributor to Canada’s largest newspaper, Globe & Mail
    • Cover of Forbes (next month)
  • Speaking Engagements
    • Harvard University 11th Annual Women’s Intercollegiate Business Convention
    • WFF Women’s Food Service Annual Leadership Conference 2016
    • Center for Women & Enterprise 2014
    • Genentech Women’s Leadership Forum
    • Vision Quest Consulting’s Annual Women’s Leadership Retreat
  • Website traffic to VisionQuestConsulting.com
    • Up 77% from 2014
    • Top landing pages – "women's retreats"
  • Website traffic to WendyCapland.com
    • Up 589% from 2014
    • Organic visits from “women / leadership” related searches
  • Women's Leadership Retreat Event 2015
    • Enrollment up 20%

       

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Jenn Morgan has a rare talent and unique eye for observing what I’m working on and a way of articulating it that creates structure to move forward powerfully with my brand. Her ideas are both highly imaginative and strongly formatted to execute right away, which I appreciate. Now I stand out even more boldly and uniquely in a crowded marketplace.
— Wendy Capland, CEO Vision Quest Consulting, Boston, MA
 
I have Jenn there to capture, encapsulate and order what we are talking about in a way that allows me to be in my creative flow. She is great at creating the structure, container and the format for me to step into and articulate the real value of what I’m creating for people. Her organic clarification processes have been tremendously helpful in preparation for the Wealthy Visionary conference, The Meaning Institute and my new book. Working with her has clarified and strengthened the unique value of my brand. Jenn Morgan is beyond brilliant—and you can quote me on that!
— Marcia Wieder, CEO of Dream University, Beverly Hills, CA

 

 
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When I realized I had something to offer a broader audience, I had no idea what it meant to have a brand or niche. Many people could have helped me dig deeper into myself, but Jenn has this laser ability to strip away and say, This is it. I’m giving the largest training I’ve ever done to 400 people about the very thing she saw in me. I see a direct line between Jenn seeing it and me manifesting this experience. Everywhere I go, I’m amplifying my core essence (that she uncovered) and people are having this incredible transformational experience.
—Jeanne Supin, Change Management Consultant, Boone, NC