The Brief

Develop a compelling and fit-for-future brand to encapsulate Janis’s approach to leadership coaching, emphasising expertise and the transformational impact Janis can bring to leaders and organisations.

Research and Insights

During the initial discovery stage, we worked through some big questions: Is the business fit for future customers? Are the current offerings aligned with market demand? How can the brand drive future growth, not just awareness?

It became clear that the core business elements needed to be addressed to solve the branding challenge.

Learnings

• Leaders are becoming younger, there is scope to rethink how executive and leadership coaching is presented.

• A product-based business would provide an easier sell, create passive income and build a scalable, sellable business.

• How people consume has changed over the last two decades; on-demand is now a fixture of our daily lives, and this could be leveraged as part of the restructuring.
   

The Solution

Starting the project with the business model rather than the brand, we changed it from a service to a product-based business.

With the new business model and strategy in place, we expanded the target audience, introduced a new name to shift perceptions from sole proprietorship to a bigger entity, and developed the core brand pillars, including purpose, value proposition, positioning, personality, and promotion. This was followed by a clear messaging framework, a new visual identity, brand guidelines, website design and build, digital and marketing content, and ongoing brand-storming sessions to support the launch and long-term growth of the business.

The Results

The result is more than just a cohesive and engaging brand, it’s a business built for clarity, scalability, and sustainable growth. BOMA launched in November 2024, offering personalised one-to-one coaching, interactive group learning sessions, and a growing library of leadership content which will be available through the BOMA app. Subscribers will be able to access a suite of tools, including video, audio and a range of other resources, all designed to support their leadership goals anytime, anywhere.

Feedback

Susi’s creativity is outstanding, but what really sets her apart is her ability to get under the skin of a business. She helped me define my core values, value proposition, and customer segments, then mapped out exactly where to position my brand for growth. She also led a full identity refresh, including a new name, killer website, and clear brand guidelines with messaging to match. My business feels like it’s grown up, and I’m ready to run with it. If you’re rebranding or refocusing, book a discovery call with Susi. You won’t regret it.

Janis Bovaird Martinez
Founding Director

BOMA Coaching