Based in Kent, Karen Jones is a Personal Fitness Instructor who provides personal training sessions, runs fitness bootcamps and teaches yoga in Orpington. Karen is also a published Author and an engaging Public Speaker with a story to tell.

I met with Karen Jones back in January 2017 as we were referred to each other by a mutual contact. At the time, Karen needed a book cover designed for her debut book which was due for release in September 2017. This book was due to be launched under her current business, Mad Mother’s Bootcamp.

We got to know each other initially over a number of discovery workshops; where we brainstormed ideas for the book cover design. We built our creative relationship over a period of time.

I got to know, in great detail, Karen’s big mission and her overall vision for her business and it soon became apparent that the Mad Mother’s Bootcamp brand didn’t really sit very well with where Karen wanted to take her business.

Karen wanted to attract mums who had recently given birth, her mission was to help them feel good about themselves again after their pregnancy. It’s not just about losing weight, Karen’s mission is to help mums love their body again, a subject very close to Karen’s heart.

Karen takes an holistic approach and focuses on the overall wellbeing of her Clients, it’s not just about helping them to shed excess weight but to transform their mindset so that they feel great about the body they are in.

The problem was that Karen was struggling to fill her classes, she wasn’t attracting the right audience therefore making very little turnover.

Through open & honest discussions, Karen soon realised that the identity she currently had and the message she was communicating wasn’t aligned with her overall vision. The perception she had created was very disjointed, there was no core brand message.

Karen has a huge wealth of experience, expertise & passion for what she does but this wasn’t being communicated effectively.

Next steps

The first step in this process was for Karen was to write down every single possible name she could think of in a spider diagram. It didn’t matter whether they were right or not, this exercise was simply to help get everything down on paper.

Karen came up some with weird and wonderful names, however it was eventually decided that Happy You, Happy Body was the name that Karen resonated with the most; and having got to know Karen well throughout our sessions together, it was a name that I also felt was a strong fit with her ethos and drive.

The Approach

Adopting a bespoke approach to Karen’s requirements, Karen and I worked together across a series of workshops to ascertain what parts of her current brand which were successful and which parts weren’t. It was important that her brand message was refined and clarified so that customers could be certain what she could offer them, why she does what she does and then benefits of working with her.

Although I designed a variety of different logos, the one that really stood out to Karen is the one where she is in her logo. As Karen is her brand, she loved the idea of being part of her physical identity.

Once the logo had been approved, we moved on to designing the book cover, marketing material (such a business stationery, pull-up banner, leaflets, social media visuals, book launch invitation, email footer etc)  and website where I liased closely with Karen at all times to ensure design consistency across her entire brand.

Working with Karen on her website proved to be smooth and seamless – with quick client approval achieved at each stage. Karen also chose to use Pink Lemon’s hosting solutions post web build.

Phase 1 of the website was built to include all requirements requested by Karen with a view that there would be a further development stage at Phase 2 whereby a fitness membership area would be integrated into the website as Karen wants to provide affordable and effective home-based fitness workouts.

Summary

From the moment I met Karen, it was clear from her passion and love for what she does, had the potential for success.The problem she was facing was that her existing brand identity didn’t reflect where she wanted to take her business. She had purchased an off-the-shelf identity that had very little substance and therefore didn’t resonate with her audience.

By going through a series of discovery workshops and taking time to get under the hood of her business, we were able to formulate a way forward. This process has enabled Karen to understand her business more, who her target audience are, what her USP is and how she wants her business to be seen.

Not only does Karen now have confidence in what she offers but she is now gaining recognition through Awards for her efforts & services which is resulting in an increase of turnover.

Are you thinking of rebranding?

Rebranding your business is a journey that takes time, effort & investment. It’s not something that is achieved overnight however when a rebrand is done right, it can make a huge difference to the success and ultimately the bottomline of your business ?.

If you would like help rebranding your business then please do get in touch here.