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.