Beth Reacher
A personal brand for life coach, Beth alongside strategic consultation.
Archive: This project dates from 2014
Situation
Life coach Beth Reacher came to me for brand clarity and design for her new brand and website after deciding to make a big change to her business.
When Beth approached me for help, her existing business brand The Career Stylist was in the strongest position it had been in two years. She was fortunate to have an exceptionally strong organic SEO benefit, appearing high for the keywords ‘life coach London’ and ‘career coach London’.
Additionally, Beth received lots of positive feedback about this brand: that her clients related to the down to earth tone and found Beth herself inspirational.
Beth found this fulfilling; however, she knew she wanted to be running her business on a wider level: to inspire women to change their outlook to their whole life, not just their career. Beyond that Beth wanted to change the business model – rather than depend on her for 1-to-1 sessions, she wanted to grow the business online to reach women globally and create a community following.
Beth was unsure how to take the next step without compromising everything she had worked so hard on.
Discovery
In order to help Beth create a strong business brand it was essential we started by assessing the strengths of her existing brand.
We had several strategic consultations in which we reviewed The Career Stylist’s website and business model, then assessed similar businesses, and influences for the brand.
“These sessions with Cara gave me clarity on my brand and who I’m speaking to.”
- Beth Reacher
One of the core aspects of the new brand would be educating people about the mindset shift that occurs when we open up to a more spiritual way of being in the world. We discussed what this mindset involved and how it should be presented.
Based on her target audience of ambitious urban women in their 30’s & 40’s we faced one big challenge: the Beth Reacher brand should at all times remain accessible and down to earth; even if the subject being communicated was very abstract or spiritual.
Since the core audience for both was so similar, we considered merging The Career Stylist with the new brand, but ultimately it was essential Beth was positioned as a thought leader, so we decided to treat the brands separately.
Positioning
We devised a way that Beth’s marketing could maintain The Career Stylist and also allow her to grow her personal brand, Bethreacher.com. This involved creating a simple brand hierarchy where BethReacher.com would be seen as the main/larger brand and The Career Stylist as a more targeted community for women wanting to start their own business.
We made a change to the existing logo for The Career Stylist, a small change with high impact: by putting ‘with Beth Reacher’ beneath the logo new visitors will become familiar with Beth’s name and the position of The Career Stylist as a brand within Beth’s wider portfolio is clear.
The new personal brand
We developed a warm, bright and feminine brand identity for Beth’s new brand, and collaborated closely with her web agency to bring this to life in her website.
