A Case Study of Rose Marie Swanson Regardless of what type of business you operate in order to be successful in rebranding it is essential to be perceived as reliable.
If you’ve come to the point where you’re ready to update your brand’s image you’ll have already gained a lot of trust.
But if you don’t take care to do the best you can to protect the foundation you’ve built You could lose your clients and go through the motions of losing all trust.
If you’re the proprietor of a well-established brand regardless of how reliable it may appear this is even more vital.
When you rebrand it’s changing something that people trust that they are familiar with, and have become familiar with and appreciate.
If you go away from the familiar brand, you may disorient your customers, create your brand less popular and have the chance of ruining what you’ve put in so hard to create.
If you’d like to understand more about the requirements to make an effective rebranding, and also see the way we could accomplish it for one client continue reading.
A Balancing Act to be sure! When Rose Marie Swanson asked us to completely redesign the brand she uses, it soon turned into a delicate balance not just due to the nature of the work she performs.
Rose Marie is one of our longest-running clients. She dates all the way to 2015, when we designed her first website.
She’s been famous within her field for years in the past and has made an impressive name for herself long before she reached for us.
In the meantime, before I proceed I’ll go over the things Rose Marie does so you will be able to understand what she is offering.
Rose Marie is what is called a spiritual coach.
What exactly is it?
In a nutshell the essence of What Rose Marie does is offer an approach to coaching or counseling that focuses on the spiritual aspect of one’s life, in contrast with other aspects of being.
It could be helping someone discover the meaning behind their lives, learning how to handle emotional trauma from their past or figuring out how to not sabotage their own self-esteem and discover their potential to the fullest extent.
If something is causing concern on a spiritual basis, like the way they are feeling about their lives or where they’re headed or who they are or what they actually would like to achieve in their lives, Rose Marie will work together with them to reach the root of the issue and attempt to aid them in resolving their problems.
Typically, she performs this with unconventional, and often more esoteric techniques, that are not even popular in the mainstream media and, unfortunately, a lot of people consider this to be to be a sham.
Before we even began the process of rebranding her offering, it was difficult to communicate without sounding too extravagant and since so many people were doubtful of her work it was extremely difficult to gain confidence on her reputation.
In the end that when we changed the name of Rose Marie, the last thing we wanted to do was undermine the trust that we’ve earned.
In parallel, we needed to figure out ways to present the value of her service and to promote the brand’s image to brand new audience that might not have seen her prior to.
If you are wondering how we were successful in achieving this below, I’ve outlined every aspect of Rose Marie’s new brand identity, as well as detailed how we were able to ensure the trust of our customers in all of these areas.
How to Ensure Consumers Trust Your Brand?
If you’re branding or rebranding, the perception of your credibility (or the lack of it) can determine the growth of your company.
However, if you’re not earning your living from the field of marketing It can be difficult to figure out how to build trust for your company.
If you’re looking to understand how you can ensure that your brand’s image is one of confidence, then you’ll need to go through this article.
It clarifies the elements that make a brand trusted and gives some tips on how to make sure that your brand’s reputation is a source of trust.
Brand Identity For a long duration, Rose Marie had been considering changing her brand’s image and focusing on a different audience However, we didn’t dive into serious discussions about it until later this year.
She stated that she would like to assist women who have been abused particularly because, when she was a young girl she was the subject of severe abuse from various family members.
Given how personal the thing is, and the possibility that it could negatively affect her own family members, she was hesitant to pursue this redesign.
While we were conducting her brand analysis to prepare for the new brand she was still debating whether she really wanted to publish this information, but I tried my best to encourage her into this direction, since I thought that it was the right choice.
She was a victim of extreme trauma as a kid and suffered its effects for all of her adulthood and wanted to assist women recover from the trauma that they’d experienced through similar experiences, so it was only natural to change her brand name in this manner.
Then, in the end, she ate the bullet and decided to take the plunge.
From the beginning, we decided that the most effective option was to help Rose Marie to establish an emotional connection with prospective clients by being transparent and open regarding the childhood abuse that she experienced as when she was a child.
We decided not to get into the details because it could trigger some individuals and have negative effects.
However, on the About page, she is clear that “As a child, I was severely abused by several members of my family,” and as you see, we weren’t able to make things easier for ourselves.
Rose Marie’s new brand is one that should have naturally sparked confidence because she chose to speak candidly about the difficulties she’s faced throughout her life and how that has a bearing on what she does.
It is possible that this could demonstrate that she is able to relate to what clients who are experiencing, and is determined to help them recover from their trauma.
However some of the most skeptical people on the planet may not see it as such.
So, as you’ll be able to see from the many features of her branding described below, as well as being very careful with what we spoke about and the images we chose to employ, we tried our best to safeguard her brand name, and to not alienate any of her fans.
Web site Design & Development Even if Rose Marie had decided against this radical change her site would be in desperate need of a fresh look.
It’s been almost eight years since we launched her first website. As you can see that it was beginning to look old.
It appeared dated and messy and the language it used was not helping Rose Marie’s credibility and certainly it wasn’t talking to women who had been abused.
A dated, shabby-looking site is never good in terms of credibility, and this in itself can cause people to be less inclined for Rose Marie.
We immediately got to working on updating her website and it’s definitely much better.
We made a few changes to the site by revising the text, design and logo. We also considered making a new giveaway to try and grow her email list to attract people who are part of her new segment.
It’s clean modern, well-organized, and stylish and addresses the needs that her clients would like to address making a greater focus on them rather than Rose Marie.
Yet, despite all these changes We made it the effort to try not to alter too much.
For example the navigation is essentially the same as on her old website, and we’ve just changed the name from Coaching Services to Spiritual Coaching because we thought it more clearly explains the work she does.
We also placed her name in the front as well as ensured that her photograph was clearly visible beyond the fold. and kept the theme of water, and stuck to the white, blue, and gold hues.
This enabled us to make sure that we didn’t damage the trust and credibility she’d earned. We also could not confuse or displease anyone.
Lead Generation The old website also featured an lead generator as part of her efforts to convince people to subscribe to her email newsletter.
However, we concluded that it was too general and wasn’t addressing the women who were abused that comprised Rose Marie’s latest targeted audience.
In conjunction with the new design of her website we designed a new giveaway that is free, and that is in the shape of an electronic book that would allow her to reach out to the new crowd and show off her skills.
Freedom from Failure 7 Steps to Uncover Your Obstacles to creating your Success
In reality, it was a long time to find out what this ebook would include.
After several discussions sessions we came to the conclusion that we should draw the pain points of her new audience. We created a powerful emotional connection through sharing personal stories of the violence Rose Marie experienced, and give a simple, seven-step approach to help them tackle their own personal issues.
It’s certainly a different experience from her free giveaway however we tried to incorporate as much of Rose Marie’s already well-known visual identity as we could, retaining her original colors, and even putting her signature on the back cover as well as her new logo, which is like her previous one.
Logo Redesign In conjunction with the redesign of her branding, Rose Marie also asked us to redesign her logo.
But she was satisfied with how it was already looking and it was among the top recognized elements of her branding, therefore we made every effort to reduce the changes to the very minimal.
We maintained the theme of water, the rings and the triangle to ensure that we didn’t go too far from the elements that created her initial logo to be so famous.
A triangle as well as ring symbolize the holy trinity. It’s an ancient symbol of faith that is closely connected to the work Rose Marie does.
Additionally images of water are known to soothe and soothing, while the rings symbolize totality or completeness. each of these aspects illustrate what people will feel when working together with Rose Marie.
These factors help make the brand of Rose Marie stand out and they are all tied to her services that she offers which is why it wouldn’t have been logical to alter all of these things anyway.
This being said even if she’d wanted us to completely redo her brand from the ground up I would have suggested against making any changes to avoid compromising the basic elements of her brand.
Marketing Collateral Apart from reviving Rose Marie’s brand identity, her website lead generator, the logo we updated several of the elements of her marketing in addition.
For instance, in certain products she offers for example, a set of meditations that she leads, the images employed was not impressive to say the least.
We decided to make some fresh images that definitely make an enormous difference.
The original image is only a snapshot of the packaging for the program, and from a style point of view it isn’t in line in any way with her branding.
While the latest version provides attractive images that are not just more in line with her brandbut also better reflects what users will get from this program.
In addition to this image we also revamped the entire her social media advertising banners as well as the footer and header banners in her newsletter.
In addition to this, we also designed some printables to give Rose Marie, as well with her business cards and the speaker’s sheet that will aid her in promoting herself as a podcast guest.
The various forms of marketing collateral is in sync with the brand of Rose Marie and brand, not just in the way that they utilize the white, blue, and gold hues.
The few things that weren’t compatible with her brand’s visual identity were adjusted to ensure they did.
In the end the consistency and depth of the way we designed Rose Marie’s marketing and branding, coupled with the re-use of components of her branding that are already well-known created an incredibly successful rebranding, and a extremely happy customer.
Are you contemplating an overhaul of your brand and aren’t certain if it’s the right choice? We’ve been helping business owners create their brand for over 20 years. Contact us today to learn what we’re able to do assist you determine if it’s the right time to refresh your brand for your company.
