Brand Strategy
Case Study
Words That Move Me started as a podcast by Dana Wilson and has grown into an entire brand and online community.
The podcast talks about navigating creative careers with clarity and confidence.
My work with Dana began when she asked me to illustrate and design her podcast cover. As her brand continued to grow, I helped define the brand identity and created comprehensive visuals for her use across multiple channels.
I used brand strategy frameworks to drive competitive differentiation for the Words That Move Me brand.
This case study shows the brand’s evolution based on my strategic recommendations.
My Strategic Recommendations
Update the Website
Before
The Problem
The Words That Move Me page was buried within Dana’s professional portfolio website, making it hard to find. As the main point of conversion, the page needed to become its own website.
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• Create a new site and link to it from professional website
• Ensure that each major section is linked in primary navigation bar
• Use logo at the top of the page
• Write a brief description about the differentiation point that touches all tier levels
• Consolidate all of the tiers onto one page. List tiers, so that users can easily compare features, and convert without clicking away
• Organize content so that it takes up the full width of screen and content can be scrolled
• Utilize brand assets, include visuals
• Add all relevant WTMM links
After
Updating the website…
Increased conversions
Updating the website made it easier for clients to navigate the site and subscribe to a membership tier.
Raised the perceived value
Creating a dedicated website that reflected the brand identity raised the perceived value of the brand.
Introduce the Coach
The Problem
When she launched this program, Dana was new to the coaching field. Her energy as a coach was infectious and her background as a professional dancer was a major differentiator. However there wasn’t a single place on the Words That Move Me page where we could connect with Dana, the career coach.
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• Include an introduction video or ‘about’ page
• Introduce the coach
• Succinctly share values, coaching philosophy, and areas of expertise
Introducing the coach…
Differentiated her from competitors
The ‘about’ page gave an overview of Dana’s impressive background in choreography, dancing, performance, and beyond. Her expertise elevates and differentiates her from those who have similar offerings.
Built trust
Introducing Dana’s certifications as a life and career coach underscored her service offerings by providing credibility and building trust with potential customers.
Elevate Reviews
The Problem
The membership program delivered the highest ROI. Yet the glowing customer reviews were sparse and hidden so deeply within the website that they weren’t providing value.
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• Gain more reviews by sending out questionnaires
• Continue to share reviews in a highly visible location
• Organize reviews so that they align with the membership tier that they are associated with
Elevating the reviews…
Increased buyer confidence
Reviews helped prove competitive advantage by showing the tangible benefits provided to real people.
I help brands
Differentiate
Stay Relevant
Sustain
I am a Certified Brand Strategist
I use brand strategy frameworks to help brands unlock potential at every point in the sales funnel.