Brand Foundation
Core Idea
We work with ambitious entrepreneurs ready to take their brand to the next level. We help them see themselves more clearly and apply their strongest personality traits and values to build their psychology-driven brand. We are creating a cohort of entrepreneurs who are certain about what they stand for and are equipped to do their best work for the world.
Current Goal
Grow our audience, increase visibility, and position our Clarity Code™ framework as the top-of-mind method to define brands. We’re working to become known as the most insightful branding process for entrepreneurs… and to be seen as a crucial step to growing their impact and income.
Who We Serve
We serve driven online entrepreneurs who are building a personality-led brand that aligns with their personal values. Our students are mostly small businesses, generating up to $30K/month in revenue. Some exceptions include our 1-on-1 VIP clients, who are generating upwards of $50K/month in revenue. The majority of our students and clients are coaches, consultants, course creators, and creatives. Less often, we work with eCommerce, Saas, and traditional B2B brands.
The Result
After working together, our clients have the clarity necessary to grow and scale their brand. All future decisions are easier with defined brand standards and their brand finally feels focused and clear. They stand out in a crowded market and ideal clients find THEM.
When more entrepreneurs are making an abundant living from what they do best, it allows them to be healthier individuals, better parents, and happier humans. The compound effects from these “simple” lifestyle upgrades ripple out across the globe.
Core Question
How can we empower more entrepreneurs to impact the world from their zone of genius?
How We Are Different
As a brand, you want to be different – not better – than the competition. Better is a race to the bottom. Different is an asset that can be protected and marketed.
Psychology-Driven Approach
Nearly everyone in branding approaches this topic from a design-driven perspective. This leads to temporary and fleeting results. We approach brand building from a psychology-driven foundation, so their ideal clients make their purchasing decisions emotionally.
Personal Experience
We’ve personally applied the branding methods that we utilize in our client’s brand transformation. We apply timeless archetypes to create guidelines to make all decisions relating to our business easier. We hold ourselves accountable to staying on brand with content, messaging, values, and design.
Unique emphasis on sYSTEMS and themes
We go further than traditional branding strategy where the company identifies its mission statement, values, and goals. We dig into the driving forces of what makes a brand unique and real. We pull out themes unique to each individual brand and stories that show character and values.
Cultural Context
The cultural context of your brand are the larger cultural, societal, and technological forces that shape demand. These may shift over time, and have a very real impact on the way people view your brand.
Online entrepreneurship is more popular than ever. With all of the competition, people are looking for unique ways to stand out. Online entrepreneurship is also growing up. People are realizing that they need to go deeper than quick-win tactics and schemes. Today’s buyers highly value personal connection. They want to know the people behind the brand and the stories that got them to where they are today.
Brand Character
Sage & Magician Personality Archetypes
Our ultimate goal is to fully understand and leverage the worlds of psychology, archetypes, consumer behavior, and energetics. We utilize this knowledge to transform our clients’ brands from surface-level design to deep, timeless themes/messages that their ideal clients value.
When people encounter my brand, they feel: like they finally understand branding, motivated to change, confidence in who they are, and excited about future results and growth.
And if someone were to describe our brand, they would use words like…
Future-Focused
BUT NOT UNREASONABLE
Direct
BUT NOT HARSH
Smart
BUT NOT RIGID
Calm
BUT NOT A PUSHOVER
Refined
BUT NOT UNAPPROACHABLE
Always Learning
BUT ALSO IMPLEMENTING
Point of View
Point of View Statements are the “market-facing” belief statements that will magnetize the right people to your brand. Done well, these statements will also repel clients/customers that are not aligned with you. These can and should be shared often in different formats – as the core “lesson” of a story, in a short quote, or as part of your about page, for example.
YOUR MOST AUDACIOUS DREAMS ARE WORTH WORKING FOR
It’s never easy, but it is SO worth it. You are worth it. You are worth taking the next BIG step in your business. Be the expert. Write a book. Get more visible. The world needs your genius.
IF BUSINESSES ACT MORE HUMAN, WE’LL ALL BE MORE SUCCESSFUL
If businesses show more personality, are honest about their values/beliefs, and if they work hard to make a real difference in people’s lives, traditional success follows.
PEOPLE APPROACH BRANDING COMPLETELY BACKWARDS
Most people start with the pretty stuff – the logo, colors, etc. and completely ignore the foundation of their brand that makes it meaningful and effective. Instead of design-led branding, we offer psychology-driven branding.
WE ARE MASTERS OF OUR OWN UNIVERSE
The beauty of entrepreneurship is that we can decide to go to the gym, attend a parent-teacher conference, or take a nap whenever we want. We get to choose who we work with and what our time is worth. We get to serve the world at our highest capacity.
Brand Principles
Brand Principles are your internal, “team-facing” values that you operate by. You might not market these statements outwardly, but all of your team should know these by heart. These are used to empower your team to make decisions without you micromanaging every choice. If they know what the most important Principles are, they can use them as their code of conduct.
ILLUMINATE SELF-TRUTHS
Teach people things about themselves & their business they never realized before. Continuously get clearer on our own message and brand.
SMART PROCESS
Create a proprietary, repeatable process for defining brands. Challenge assumptions. Back up ideas with testing, research, and experts. Constantly seek out ways to improve the systems we use, to make work easier in the future.
FLEXIBILITY
We build businesses around the life we want to live, and we give flexibility to people to do their best work how they want. Live & work by principles, not rules.
THINK BIG
This work isn’t about surface-level tactics or small changes. It’s about making space for dramatic inner & outer transformation. This is a mission that’s bigger than one person or one client. Find ways to scale our impact.
AGENCY
We are all capable, powerful individuals with our own zone of genius. Work to stay in that zone as much as possible. Don’t wait for permission. Figure it out. Continually improve. Seek education opportunities.
Manifesto
Your brand manifesto is a rallying cry for you & your team. It is aspirational, goal-oriented, and motivational.
we’re unlocking entrepreneurs’ genius
to impact & elevate the world
Brand Credibility
Once someone makes an emotional connection with your brand, they still desire logic & facts to fully trust you. These are the left-brained reasons to believe in your brand.
RESEARCHED, TESTED, PROVEN PROCESS
The brand building process we use has been assembled, tweaked, and tested over many years. It takes the best of different disciplines – psychology, storytelling, design, and systems and applies it to building a brand.
TRAINED & TALENTED TEAM
We have the best brains on your brand. Every employee has been trained on our unique brand-building process. We have curated the best team in strategy, copywriting, experience, design, and technology to create top-notch service and results for our clients.
INTERESTING LIFESTYLE
Kaye was living in Hawaii, Italy, and now back in the United States. She’s mom to two young children while growing her business in a sustainable way. She hopes to be an example that’s it’s possible to run a successful business while still living life on your own terms.
Brand Enemies
Once your brand is defined, we solidify that identity by also being clear about what you are not.
Idea Enemies
- Settling, not growing, not scaling
- Working on everything yourself
- Branding = Design
Not To Do List
- Focus too much on design
- Sell without story
- Focus too much on me as a ‘guru’ or lifestyle entrepreneur. I’m a conduit of information and change. This is more about the process than my talent or skills.
We Are Not
- For everyone (point of view or price point)
- A designer
- A guru