Nothing better than a concrete example to explain how we help our clients.
Miruna Inspires is a coaching and mentoring business based on a unique approach that integrates a touch of spirituality into business coaching services for individuals and organizations. The company aims to help neurodiverse and marginalized entrepreneurs achieve balance in their personal and professional lives.
Miruna, the founder, reached out to us to create a brand image that reflects her vision and values, in order to stand out from the competition.
The brand strategy process aims to ensure that the brand is coherent for the target audience.
To ensure that the brand is consistent with the target audience, we organized a combined marketing and branding workshop with Miruna. This process allowed us to ask targeted questions about her marketing and resources, as well as conduct in-depth interviews with her clients to understand their specific needs, barriers, and inspirations.
This diagnostic work revealed several issues and opportunities that were in our client's blind spot. Without them, we could have made mistakes when creating messages, which would have prevented us from achieving the set objectives. It is essential to consider the goals and target audience before transitioning from strategy to content.
Why do all this work before creating the brand and content?
This diagnostic exercise allowed us to highlight several challenges and opportunities that were previously unknown to our client. Without this information, we could have made mistakes when creating our messages, which would have prevented us from achieving our goals.
Moving from marketing trends to content execution without considering our objectives and target audience is the main reason why marketing is ineffective for businesses of all sizes. It is essential to understand the needs and desires of our audience and craft messages that resonate with them in order to achieve our marketing goals. This can only be achieved through thorough research and analysis, which allows us to develop a targeted and effective marketing strategy.
Here's what we discovered following our research analysis:
PHASE 1: DISCOVER
The Truth About the Target Market:
Individuals who are neuro-atypical, particularly men (with ADHD, high potential, autism), and have a strong entrepreneurial interest face a number of paradoxes:
They want to be different yet want to fit in at work despite the major adaptation issues.
They prefer to work alone due to a lack of trust in others, yet want to surrender to a community that understands them.
The Truth About the Context:
We face the clear problem of tension: there are so many coaches, and anyone can become a coach. Although so many life coaches exist, there is still a lot of exhaustion among entrepreneurs.
Here are a few statistics supporting our claim:
The waiting time to consult a psychologist in the public system in Quebec is six to twenty-four months. The psychologist shortage in the public system is artificial, caused by a lack of recognition in terms of salary and professional autonomy. (During the pandemic, waiting times to see a psychologist are six to twenty-four months, according to Radio-Canada in October 2020).
Health is a major concern for many Canadians, with 45% taking a future-oriented perspective on their personal health. (Health Management Trends, Canada, Mintel 2022)
86% of businesses believe that they have recovered their investment in coaching, and more. (How Does Coaching Actually Help Leaders)
According to Inc. magazine, an entrepreneurs' secret weapon is their spirituality. (Inc. Life and Entrepreneur's Secret Weapon: Spirituality) According to this study, new Canadians turn to religious communities for material and spiritual support during their transition to Canada. Immigrants also believe that religion should have a significant influence on Canadian public life, twice as much as third-generation Canadians or older. (Faith and Immigration: New Canadians Rely on Religious Communities for Material, Spiritual Support, Angus Reid, July 2018).
Entrepreneurial culture: "Fake it until you make it." (The Psychological Price of Entrepreneurship, Inc Wellness, 2014)
Observation of business school programs in Canada: entrepreneurial culture. It is curious to offer human resources courses without mentioning mental health: we teach business students to manage a business, but not to take care of themselves.
The Truth About Competition:
The situation in the business coaching category compared to the wellness category is as follows: either it is too intense and focused on hyper-performance, or it is boringly Zen.
There are well-established competitors in the wellness category that offer a suitable offering for today's creative entrepreneurs. However, they do not target entrepreneurs from diverse backgrounds, and their speeches and workshops are neither bold nor exciting. They dare not offer an avant-garde offering that really stands out. This contrasts with the way creative entrepreneurs approach their own business.
The Truth About the Brand:
Miruna exceeds the expectations of a simple business coach, providing a holistic and authentic approach to wellness. She has the power to heal soul wounds while aligning with your ideal entrepreneurial lifestyle. Additionally, she guides you towards clarity and direction in an atypical, authentic, and assumed life.
Strategic and Creative Transformation
Establish clear and realistic goals:
To raise awareness of the Miruna Inspires brand among entrepreneurs from marginalized communities and neuro-atypical entrepreneurs in North America
(500 individuals by the end of 2023).
Make strategic choices: THE Brand Strategy
We have developed the following positioning for Miruna Inspires, which highlights its unique approach:
Miruna Inspires becomes the secret weapon for atypical entrepreneurs when most of them are focused on external indicators of success and consider spiritual coaching as a form of failure.
Here are some factors to consider when choosing our positioning:
Does the positioning motivate us and make us want to fully commit?
Do we have the expertise, skills, and resources necessary to support this positioning?
Does it allow us to reach our target audience by addressing their emotions and concrete needs?
Mapping the strategy into a brand profile: the brand pyramid.
PHASE 1: DEFINE
One way to address a brand's issues in defining strategic and creative priorities is to map them out in a brand profile (a one-page model that encapsulates the foundations of the brand) or a brand pyramid. Any frameworks are allowed.
By using the brand profile, it is possible to synthesize the essential elements of the brand on a single page, providing a clear overview of the goals, positioning, and target audience. This enables the definition of strong strategic priorities that serve as the basis for actions to address the brand's issues.
The brand pyramid, on the other hand, helps to prioritize the key elements of the brand. Strategic foundations (essence, values) can be defined at the top of the pyramid, followed by the development of the brand personality and promise. This structure guides the creation of messages and creative campaigns that are in harmony with the brand's essence and values.
Regardless of the frameworks used, the goal is to establish strong strategic and creative priorities that will help to address the brand's issues and achieve commercial objectives.
This tool will serve as your map and guide for collaborations. Specifically, it is the tool you can send to a graphic designer to create your visual brand, or to a copywriter to write your social media content.
The framework that we use: the brand pyramid
Execution: So, what does all of this look like in the real world?
Just one final step before moving on to tactics.
To create a creative concept for your brand, it's important to transition from the abstract to the concrete. This means moving from positioning to brand platform. The brand platform allows you to solidify and communicate your brand's positioning in a lasting way.
Here's an example for Miruna Inspires brand:
Creative Transformation: From Positioning to Brand Platform
Brand platform: The creative, publicly visible, and lasting expression of the positioning.
Phase 3: Deployment
Images from the "Entreprendre En équilibre" campaign.