How Strong Is Your Branding?

What A New Brand Strategy Did For @DawnRasmussen

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What A New Brand Strategy Did For @DawnRasmussen

Ever wonder what your business could do with a well-defined brand promise and brand strategy?  Dawn Rasmussen can tell you her story. It’s a good one. Here’s one example of what a new brand strategy can do for you and your business. 

 

This is a short story.  A success story.  About a friend, Dawn Rasmussen, who became a client and now is killing it with a brand that she loves.  And one that apparently is helping her build on a great business.  One that she ran successfully prior to our friendship. But it turns out that success has many levels.

 

Dawn’s business, Pathfinder Writing and Career Services, supports people in job transition with awesome resumes along with interview coaching, LinkedIn profiles and more.  She is a great speaker on career topics and is a leader in the career industry with groups like Career Directors International.

 

But a few years ago, Dawn’s online presence wasn’t optimized.  She had a light Twitter presence and the website/blog wasn’t working very hard for her.  She wasn’t inspired by it.

 

Here’s the website and blog that told the story of Dawn’s business before we started working together:

 

Blog

dawn rasmussen, blog, career services, resumes, coaching

 

Dawn’s blog looked like a lot of blog’s out there.  Fairly simple design.  Her photo is great (yes, she is as friendly as she looks) and her content is well written and highly relevant for her target market.  But her brand strategy was less apparent. There wasn’t much else here that kept me engaged.

 

Website

website example, case study, transform, career, resume, coaching

 

Dawn’s website was a lot of text but not much else.  Dawn was less reliant on her site as a result.  Counting on referrals and her local (Portland, OR) and national speaking engagements.  But if you look at the small photo in the top right, you’ll see one of the nuggets in Dawn’s brand potential.  That, along with her logo, led us both to a branding strategy that Dawn could love and one that allows her to reinforce the role she wants to play in the life of job seekers.

 

So I took Dawn through my defined brand strategy process. And we figured it out together.  We learned what really made Dawn special and how we could emphasize her own brand personality and values into her business brand.

 

And once we were done, Dawn turned our work over to her web designer, Lien Hong of Cyphon Design, who did a beautiful job bringing the brand to life.  Here’s Dawn’s new brand strategy (her website):

 

 

We took advantage of her company name, her logo (which wasn’t broken) and her passion for hiking, and guiding people.  I love the compass, the boots and the textural map behind it all. A strong brand provides a richness and a powerful presence to the person or company that owns it.

 

So what’s happened to Dawn’s business since?  Well, I’ll let her tell you:

 

“I am literally booking business without having to work at it due to the awesome brand you built and my designer’s innovation in translating it into reality.  Get tons of compliments all the time and many people book my services simply because they liked it so much!!!

 

Enough said.

Tim Tyrell-Smith focuses on marketing, brand development and business strategy for emerging and established organizations. A veteran executive in consumer marketing, Tim started his marketing career with Nestle USA and has since worked in product management on premium brands including Nestle Quik, Tree Top Apple Juice, Mauna Loa Macadamias and Meguiar’s Car Wax. He was most recently Vice President of Marketing for a private equity owned food company in Southern California. He lives with his wife and three kids in Mission Viejo, California.

Tim Tyrell-Smith – who has written posts on Fix, Build And Drive™.


About the Author

Tim Tyrell-Smith focuses on marketing, brand development and business strategy for emerging and established organizations. A veteran executive in consumer marketing, Tim started his marketing career with Nestle USA and has since worked in product management on premium brands including Nestle Quik, Tree Top Apple Juice, Mauna Loa Macadamias and Meguiar’s Car Wax. He was most recently Vice President of Marketing for a private equity owned food company in Southern California. He lives with his wife and three kids in Mission Viejo, California.

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