She Gave Her Brand a Haircut
Asheville, NC 6:31 AM
Let me tell you about when I help a spiritual coach give her brand a complete make over on a penniless budget. She’s this beautiful black woman who’s all about women empowerment and divinity. With a background in esoteric knowledge, she rivaled my own. The sweetest woman you’d ever met.
She wasn’t getting the results she wanted anymore due to the whole COVID bull-crap. Because everyone was for once health conscious and didn’t want to talk, touch, or breathe in another’s direction. So, she had reached out to me on Facebook at the time.
At first, I thought she was just trying to get free information on how to rebrand herself… but she proved me wrong. We hit it off at the start. She told me about her trials and tribulations, how her husband was a POS, lied, cheated and had kicked her out of the house. I couldn’t do anything but feel for her.
And for a few months, we tried everything in my arsenal. And now… I’m finally going to release exactly what we did for her to hit 6-figures. I haven’t told anyone this… mainly because we had a falling out… and I kind of forgot about it. And I resented her. But now, I hope she’s doing well and thriving.
Without further ado here are the 10 main strategies we used to execute a zero-budget brand revamp
10. Tightening Her Position by Making Her Offer Specific & Distinct.
She started with "spiritual coach for women" which was a label so broad it could mean anything… And it meant nothing to anyone scrolling past. We asked one question: who exactly is in more pain right now, and what exactly do they want fixed?
That gave her an idea real client, which was women rebuilding their identity after a breakup, and her real outcome was reclaiming their power and direction in 90 days. Not that "healing" crap in some vague, someday sense.
We turned that into one line: "I help women rebuilding after a breakup reclaim their power in 90 days."
No longer was she was competing with every coach out there. She became the only choice for one very specific woman. That's the whole point: trade "everyone" for "someone," and trade "eventually" for "by when."
9. Refining Her Voice Across Emails, Social Posts, & Sales pages.
Same move, we just applied to tone instead of offer. Instead of sounding like a slightly different generic coach in every email, post, and sales page, she picked a handful of words and rhythms that were unmistakably hers (direct, warm, a little unapologetic, heavy on real talk over spiritual jargon) and used them everywhere.
Her emails stopped reading like newsletters that were fact-ing people to death, and started reading like a text from a friend who happens to know esoteric wisdom…
Social posts dropped the polished “empowerment quote” voice and picked up her unique cadence, including the phrases she’d naturally repeat…
The sales page didn’t switch into “professional mode” either, we kept it as the same voice, just more focused, because a shift in tone the moment moneys on the table is what makes people distrust a pitch.
In the end, someone could read three sentences from any of those three places, blind, and know instantly it was her.
8. Cleaning Up Her Digital Presence to Ensure Consistency Across Her Websites & Bios
Next, we cleaned up her digital presence, so every touchpoint told the same story. Her Instagram bio said, “spiritual guide,” her website said, “empowerment coach,” and her Facebook said “healer” … She had three different words for three different businesses, which just confused anyone doing their homework on her before booking. I know it threw me for a loop.
She thought that if she targeted as many keywords as possible, she’d reach more of her audience. So, we picked the one positioning line and copy-pasted it, word for word, across her bio, website headline, and email signature.
This lets the strangers landing on any single platform have the exact same pitch. Same with her profile photo … they were everywhere, since a different face on every platform makes people wonder if they’ve found the right person at all. Consistency isn’t about being boring… it’s about making sure trust built on one platform transfers instantly to the next, instead of starting from zero every time.
7. Updated Her Most Visible Assets Like Taglines, Headlines, or Profile Images.
Once the offer was locked, we had updated everything she showed the world to match it. Her Facebook headline went from "Spiritual Coach | Women's Empowerment" to "I help women rebuilding after a breakup reclaim their power in 90 days". The exact same words as her offer, so there was zero gap between what she said and what she sold.
Her profile photo changed too. Instead of a soft, generic "wellness" shot, where a warm filter made it seem welcoming, she used one where she looked direct and grounded. Like someone who'd clearly been through something and come out stronger, because a newly divorced woman trusts a face that looks like it's lived it.
Even her cover image and bio got rewritten to speak straight to that one woman's situation, not to "everyone interested in spirituality." Your offer isn't real to a stranger until it's stamped on every single thing they see first.
6. She Told a Better Story About Why Her Business Exists & the Problem She Solved.
Her business existed because she watched too many brilliant, hardworking women stay invisible. But not from lack of skill, but because they felt worthless and never had a voice and ended up feeling worthless. She started out the same way, offering "spiritual advice" to "anyone who needed it," and got exactly the results that vagueness deserves… deadpan silence.
The turning point came when she stopped asking "how do I appeal to more people" and started asking "who’s in the most pain, and what do they need solved right now" and the moment she answered that for herself, then everything changed.
She stopped offering generic advice and focused on women struggling to rebuild after a devastating breakup. Helping them package their personal recovery into one sharp, unmistakable service. The market doesn’t reward the most talented person in the room. It rewards the clearest person in the room. This shift solves the true barrier to success. Lack of clarity, not lack of skill, separates talented women from the clients who need them.
5. She Shifted Her Business Category from General to Specific
She also shifted how she categorized herself entirely. Before, she sat in the crowded "spiritual coach" category, competing with thousands of others offering roughly the same vague promise.
We moved her into a category she basically owned: "divorce recovery coach for spiritual women," a specialist lane instead of a general one. That single shift changed who referred her, too. And in no time divorce attorneys and therapists started sending clients her way.
Because now she was the obvious specialist for a specific moment in someone's life, and not just another name in a sea of coaches. Going narrow didn't shrink her business gave people a clear reason to choose her over anyone else
4. Changed Her Emotional Promise to Match Her Targeted Audiences Trigger
Once we knew exactly who she was talking to, we had to fix what she was promising them. "Reclaim your power" sounded nice, but it wasn't the actual wound. the real trigger for a woman rebuilding after a breakup is feeling unseen, unwanted, and unsure who she is without him.
So, she shifted the promise from an abstract feeling to the specific relief she was craving… (I’m paraphrasing, because I forgot) "feel whole and desired again, on your own terms."
That's the difference between a promise that sounds good and one that lands. It has to name the exact ache the person is already lying awake with, not the polished version a coach imagines they feel. If you match the wound and not the mission statement, you make an offer that stops sounding inspirational and starts sounding inevitable.
3. She Removed the Redundance by Cleaning Up Her Message & Reduced the Unnecessary Offers
Once her positioning was sharp, the next problem was the redundancy. She had five different offers stacked on her page… a course, a membership, 1:1 coaching, a meditation pack, and random affiliate links.
All those choices didn't help her audience, it froze them. Because a confused prospect doesn't buy, they leave. So, we cut down to one clear entry point (the 90-day reset) and moved everything else off the front door entirely.
Simply put, if it's not the next logical step for her exact client, it doesn't get airtime. Fewer options, said louder, beat many options said quietly.
2. Rehearsing Her New Brand Language in Small Places Like Customers Emails & Social Captions
She started dropping the new line into small, low-stakes places first — the sign-off on customer emails, a bio update, a caption under an Instagram post. Instead of "sending you love and light," she'd write: "Helping women rebuilding after a breakup reclaim their power in 90 days," and watch how people responded before ever pitching a program around it.
A few DMs came in from women saying "wait, that's exactly me" — real-world proof the words were landing, not just guesses in her head. She kept the phrasing nearly identical everywhere it appeared, so by the time she used it in a sales call, it didn't feel new — it felt like her, because she'd already said it a hundred times in smaller rooms. That's the trick: rehearse the language where the stakes are low, and by the time it matters most, it's second nature.
1. She Involved Existing Customers by Using Their Own Words to Build Her New Message
We went straight to her past clients and just listened to what words they used when they described what changed for them? Not one said, "I feel more spiritual". They said things like "I finally left him," "I stopped shrinking myself," "I feel like me again."
Those exact phrases became her new messaging, swapped in for the coach-speak she'd been using. So "reclaim your power" became "stop shrinking yourself and feel like you again". Because that's literally how her buyers talked about the transformation, not how a marketer would describe it.
When your offer echoes the client's own words back to them, they don't have to translate your pitch into their problem, it already sounds like their own voice.
If you’ve enjoyed this, please share, like, comment and subscribe. By doing so you allow me the privilege to write for you and contribute to charity to help those who are in need. — I thank you for reading and for your support.
Ric Forbes
Written by Ric Forbes with first-hand expertise. AI tools may be used for research and drafting assistance, but all content is reviewed, verified, and published by the author.