Company Overview

KinesiologyZone™ is a very successful, young and ambitious business with its provenance firmly rooted where it was founded — in the West of Ireland by Siobhan Guthrie.

Siobhan is a vibrant personality, with an adventurous spirit and a great sense of humour. In fact she’s travelled the world and when she came back to Ireland she made the beautiful town of Westport her home. Nothing much deters her, if she decides she going to make something happen, she brings everyone with her on the journey too.

However, when Siobhan returned to Ireland she found herself stopped in her tracks and her life massively curtailed because she developed significant health problems. It didn’t matter what she did, she couldn’t seem to get her health back and to add to her frustration the doctors didn’t have answers either.

After a prolonged health battle with all its ups and downs, Siobhan decided to take things into her own hands and find solutions because the medics weren’t giving her anything that worked.

And this personal battle back to full health became the driving force behind founding her own business. Siobhan started her business as a single holistic healthcare practice in Westport.

 

Client Requirements

By the time we met, through a referral, KinesiologyZone™ had already expanded but Siobhan’s big challenge was how to stand out, how to increase her brand’s visibility, differentiate in a sector full of confusion and misinformation, build credibility and trust to attract a lot more of her ideal customers.

Like a lot of specialists and business owners, she’s brilliant at what she does and yet when we met initially she really struggled to articulate what was so special about her services, why they worked so well and why customers should trust and choose her brand instead of the many of other holistic healthcare providers out there.

Let’s face it, if you’re struggling to express what makes you different, the perfect solution for your customers and why they’d be mad to go anywhere else you can’t expect the external market to choose you or even your internal team to be able to sell effectively. At best they’ll make a price based decision if you’re competitive — which is the worst place to be.

A lack of clarity also meant that as well as no clear messaging, no standout differentiation or strong positioning, the brand was very inconsistent on and offline across all its touch points so a complete rebrand was required.

I think it worth pointing out here that inconsistency is often a really common problem amongst businesses with weak brands. The is a critical shortfall because when a brand is inconsistent it breeds distrust amongst potential buyers and when prospects don’t trust your brand they simply won’t buy.

Rebranding
Rebranding
Rebranding

Solution

One of the first things that needed to be addressed in Siobhan’s case, like many businesses in my experience of working with household names nationally and internationally over the last 20 plus years is that she needed a roadmap for her brand so that she could differentiate, become highly visible, credible, trusted and much loved by her ideal customers.

Imagine you’re in a foreign country on a road trip and you don’t speak or read the language, and you don’t have Google maps and yet you’re hoping to get to your destination expeditiously.

Building a brand is somewhat similar because if you don’t have a map to point you in the right direction, to help you get to your ultimate destination it’s very hard to be truly successful.

You see people choose brands that they believe are different from others, provided that difference is emotionally meaningful to them. Offering a brand experience that is meaningfully different builds brand value, either by enabling it to command a price premium, or to capture a higher proportion of sales through a larger market share.

For a brand to be seen as meaningfully different it must offer something its competitors perceivably do not, and that offer must emotionally resonate with clients. This is most likely to happen when a business is clear about the purpose and mission of the brand, and the brand consistently delivers its differentiated experience in its promise.

Like many business owners, leaders and entrepreneurs Siobhan is hugely passionate about what she does, in fact her primary purpose and mission is to ensure everyone has access to a fully integrated healthcare solution, based on science that’s easy to use, tailored to each individual and empowers them to significantly enhance the quality of their lives.

Our focus was to provide the brand direction and strategy together with the implementation where needed, ongoing mentoring, brand induction and support so that KinesiologyZone™ as a brand, became more empowered to excel where it mattered most to its clients, online and off.

Branding is NOT marketing or design but the bedrock strategy supporting and directing your whole business so this was our starting point to re-evaluate the brand through a brand audit and bespoke in-house brand building intensive.

The outputs from this process, mapping and codifying the brand, then provided all the essential direction for the rebrand, design, marketing and communications strategy, both online and off. The brand strategy was also informed by the outputs generated from a competitive analysis and market research.

Results

KinesiologyZone™ improved its performance throughout the business, became empowered to make much faster, more informed decisions because they have a stronger brand strategy which has provided a clear growth roadmap for the business.

Every team member also has a much stronger sense of their role as brand champions and how they collectively and individually leverage the brand to its full potential with increased sales reflecting their growing success.

Today KinesiologyZone™ is nationwide and rapidly growing with thirteen locations and more to come. Siobhan’s vision is global, she wants everyone to have access to and become empowered to manage their health so she’s also taken KinesiologyZone™ to India and Australia so far. This brand and its visionary leader has big intent — and it all started very modestly in the West of Ireland!

Want to discover more about how we can help you re-evaluate your brand strategy, make your brand more highly visible, different, profitable, credible and much-loved?

Get in touch brand@personadesign.ie or  ring +353 1 8322724

Got a question or need some help with your brand?

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We do our best to read every message within 48 business hours. We’re kind of obsessive about customer care so if you don’t hear back, that means we didn’t get your message so please do send it again.

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