Building a Brand That Represents Who You Are: A Case Study
What do you do when your current brand experience doesn’t represent your value?
That’s what entrepreneurs have shared with me over the years: they want to build a brand they can feel proud of—one that aligns with who they truly are in their business.
The thing is, they’re often solely focused on aesthetics. They believe a polished look is key to overcoming any roadblocks to growth and feeling more aligned with their brand.
The truth is, a great brand is built on much more than just good looks.
A visually appealing brand can capture attention. However, it won’t take you where you want to go if it’s not based on who you are, who you serve, and where you want to go. A solid brand strategy is essential to build a brand that truly resonates with your target audience and reflects the true essence of your business.
Meet Kim Costa of Lifestyle Foundations
Kim Costa approached us when she was ready to rebrand her lifestyle blog, Lifestyle Foundations, which was an extension of her successful real estate business. In addition to providing valuable content for her audience, she wanted the blog to serve as a platform to establish herself as a global expert, author, and speaker. She had the vision of creating a bigger and bolder version of her business, but her current website didn’t reflect this.Read More
Kim desired a high-end message and design to reflect how she showed up in her business. She believed this was the key to capturing leads, building awareness, and growing her brand. She also saw her brand experience complementing the colors of Sotheby’s, the real estate brokerage she partners with.
For Kim, a home is more than just a building or a space; it’s a place to recharge your soul and reconnect with the things you love about life. When searching for a new home, it’s an invitation to dream and find a place that supports your ideal lifestyle. This is the heart of her business, and she wanted her brand to communicate this message effectively to her dream clients.
The problem is, you can’t bring this vision to life with polished designs alone. Branding goes so much deeper than that. Instead, it’s about strategically crafting a brand experience that communicates this message in a way that’s irresistible to your dream clients. And that’s why we took Kim on a journey to develop her own brand strategy.
Great brands aren’t designed, they’re cultivated
Building a great brand requires intentionality and consistency—not just good designs.
To build a strong, lasting brand, it’s important to dig deep into the heart and soul of the business and who it serves. Furthermore, these insights will guide the creation of a brand experience that establishes an emotional connection with your ideal clients.
For Kim, we met over a series of virtual sessions to discuss and develop her brand from the inside out. We reviewed all things Lifestyle Foundations, from the vision and values to clients and competition.
These core elements are the springboards for connecting her business goals with a unique visual language, a voice that instills trust, and a creative throughline for an elevated brand.
Dig deep into your ‘Why’
What drives you to keep showing up for your business?
If you want to build a brand that stands out, you have to go back to the core essence of your brand—and that essence is your ‘Why’.
When we worked on Lifestyle Foundations, the first thing we talk about was the passion and purpose behind what drives her business. In light of that, we wanted to understand what gets you up in the morning and excites you to do what you do best. It includes discovering what you believe in and what values keep you grounded.
Identify the clients you were born to serve
Who are your ideal clients and what role do you play in their life?
Passionate business owners have unique gifts that positively impact people’s lives. By prioritizing clients, you can clearly communicate how you are the optimal solution they’ve been looking for.
With Kim, we pinpointed three specific audiences, delving into their top-of-mind problems and deepest desires. This enabled us to craft messaging that assures them they are seen, understood, and in the right place.
But we didn’t stop there. We mapped out the customer journey to help Kim nurture her relationships with her clients. We dug deep into more than just their demographics but also their top-of-mind problems and deepest desires.
Define your unique positioning
Your brand’s positioning statement is rooted in what sets you apart and reflects where you’re going, not where you’ve been. This is what makes your brand authentic. And to define this clearly, you want to align who you are, what your ideal client needs, and what makes you the perfect solution in answering that need.
Create brand expressions that deeply connect
When it comes to creating visual brand expressions, it all starts with a story—a visual narrative that’s bigger than the imagery itself.
Kim’s brand empowers home buyers and sellers to explore possibilities in the next phase of life. Her specialty lies in building relationships and guiding clients towards a grander vision for their dream home and lifestyle.
This naturally led to the brand’s unifying theme, “cycles and connections,” with an extended metaphor of circles, archways, and flowers.
The concept meets clients where they’re at, positioning Kim’s brand as their guide. It leads them to a home that empowers them to maximize their life.
This led to…
A memorable, distinct, and timeless logo for Lifestyle Foundations, secondary logos for flexibility, and supporting icons.
Lifestyle Foundation’s colors vibrate feelings of safety and groundedness while also inspiring exploration and introspection into what really matters. (Plus, the color palette aligns with Sothyby’s colors!)
The brand’s vibrant personality was brought to life through a dynamic photoshoot, guided by our creative direction. The outcome was a stunning library of images that authentically captures Kim’s energy and beautifully showcases her amazing personality.
A captivating lead magnet offering simple steps to envision the ideal home and lifestyle. This deepens the connection with her audience and expands her subscriber list.
A strategic rebrand can transform your business
Lifestyle Foundations’ rebrand illustrates that building a website to reach your goals requires more than just a polished look. We take a very strategic approach when it comes to branding and design. Our collaboration with Kim transformed Lifestyle Foundations’ brand, bringing her vision to life.
Partnering with heart-centered clients like Kim Costa is a dream come true. Her personalized approach empowers clients to define their best lives, and we’re honored to be a part of her journey and transformation.
Alison is a rock star. She took me on deep dive into my business that helped me clarify everything from who my audience is to my own core beliefs. She nailed my branding and got my vision. I feel supported and energized about where I’m going and how to get there. If you’re want to focus your efforts in a super enjoyable and effective way, work with Alison!
Kim Costa, Founder of Lifestyle Foundations, Realtor, Author