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A Case Study On Quantum Ascendance Here at eVision Media, we are a full-service marketing agency that offers a wide range of services, including custom website design and development, eCommerce marketing, SEO and SEM marketing, social media marketing and management, logo and graphic design, copywriting, content writing, email marketing, and strategy consulting. I know that was pretty long-winded, but it’s true. No matter what you need to market your business online, we can do it, and we do it well. That being said, if there’s one client who’s given us the ability to showcase that versatility more than any other, it’s Katherine Hartvickson. Over the years, we’ve provided a plethora of marketing services to help build and grow her HR consulting and leadership coaching firm, Quantum Ascendance. Among other things, we’ve written her monthly blog and newsletter for years now, made eBooks and other giveaways for her, designed her website and refreshed it multiple times, helped her to build her brand, designed her logo, run her social media accounts, taken care of all her advertising, and even designed some physical media for her, such as flyers, postcards, and business cards. We actually just finished refreshing her website. If there’s one thing I can say about Katherine, it’s that she knows how to keep us busy. Given the fact that she’s now working with people from all over North America, Katherine can also be pretty tough to get a hold of, too! But that means she’s got lots of clients, which means our marketing efforts are working. To say we have a mutually beneficial relationship would be an understatement. Not only has Katherine kept us busy for years now, while we’re doing the same for her, but she’s been an absolute sweetheart to both me and my team, and today, I’m proud to refer to her not only as a loyal client, but also a dear friend. I’ve interviewed her multiple times for both our blog and YouTube channel, and Katherine has written a long list of articles for our blog, as well. To be honest, I never thought a client would be willing or able to help me as much as Katherine has, but she’s been incredibly generous by sharing her expertise over the years, not to mention the number of referrals we’ve gotten because of her. I would recommend her to anyone who’s having HR-related issues, or is looking to develop their leadership skills. If this sounds like something you’re interested in, you should definitely check out what she has to offer and book a free consultation by visiting quantumascendance.com. I cannot say enough good things about her, and I think she feels the same way. Here’s what she had to say about me and the eVision Media team: “I went from the minors to the major league instantly after hiring eVision Media. Susan spent the time to get to know me, what my business delivers, who my ideal clients were (and she helped me figure that one out too), and then worked through an iterative process to create my logo, business cards, website, and marketing materials. “She completely leads my program launches and can usually speak in my voice the way I could only dream of. I highly recommend her services – she jumps through hoops and has never disappointed me or my team!” If you’d like to learn more about how we helped Katherine create her brand, build her business, and continue to grow to this day, then keep reading. Branding Back in the spring of 2015, Katherine reached out to us to help build her business. She hadn’t even thought of a name yet, but she’d worked in leadership roles in the HR departments of several large corporations, and after leaving the corporate world, she knew she wanted to be her own boss and start working as an HR consultant and leadership coach. So, as is the case with all our clients, the first thing we did for Katherine was a brand analysis. This comprehensive evaluation works to define a brand by looking at several aspects, including its unique selling proposition, target audience(s), brand positioning, and the vision the owner(s) have for the company. Typically, we’ve worked with brands that already exist to improve upon what they already have. But working with Katherine was a particularly interesting and rewarding experience, as she’d yet to even create her brand, which gave me the unique opportunity to go through the entire process of creating her brand and building her business from inception to fruition. One of the first things we did was come up with the name of her brand. Eventually, we decided on the name Quantum Ascendance, as Katherine wanted to help clients ascend to heights of success and confidence they’d only dreamt of, and she believed her approach would allow her to do this much faster than other consultants could. Next, we further defined her brand by coming up with a style guide for her website and marketing materials and designing her logo. Besides her logo and style guide, we created several other elements as part of her gold branding package, including promotional items like business cards, postcards, bookmarks, flyers, and ads for a speaking engagement she was doing shortly after the launch of her brand. As you can see, we were able to provide everything she needed to start promoting her brand, but luckily for Katherine, and for us, this was just the beginning. READ: The Right Reasons for Rebranding Your Business Logo When you’re trying to build a brand, one of the most important elements is your logo. But if you decide you want to rebrand it, it can be very risky, and even do more harm than good, especially if you’ve been around for a while and people recognize your logo when they see it. So, if you’re thinking about changing your logo and you want to know whether it’s the right time to redesign it, this article offers some insight to help you make this critical decision. Read More On Our Website Repositioning When we did Katherine’s brand analysis all those years ago, we spent a lot of time defining her ideal clients. In a nutshell, her ideal client was defined as a small business owner with fewer than 50 employees who’s having trouble building their team, struggling to develop their leadership skills, or dealing with other issues related to human resources. That definition is still relevant today, but over the last few months, we’ve been working with Katherine to make her brand more appealing to small business owners who operate in an industry she’s been wanting to target – the skilled trades. We agreed that this industry suffers from many HR and leadership-related issues, including things like communication, skills shortages, and employee retention. It seemed like a no-brainer, as many small business owners who work in the skilled trades are undoubtedly dealing with these problems, and Katherine is perfectly equipped to solve them. But the way most HR consulting and leadership coaching businesses tend to position themselves is not conducive to attracting these kinds of clients. Typically, their websites look very corporate, they contain all kinds of HR-industry jargon, and we knew that this wasn’t speaking to small business owners in the trades. We didn’t want to pigeonhole Katherine into a consultant who only works with people in the skilled trades, but we recognized that there was a unique opportunity to target this industry. So, we immediately got to work rewriting all of Katherine’s website content and updating the imagery on her website in a way that’s more relevant to business owners in the skilled trades. The idea was simple – position Katherine as the go-to HR and leadership consultant for the trades, providing the perfect way to reposition her brand and gain a decisive edge over the competition. For example, before we revamped her website, and replaced some of the banners on the home page. They have a very corporate feel to them, and the issues being discussed definitely aren’t specific to those in the skilled trades. Some of the banners we replaced them with new ones for a new look. Clearly, these speak to business owners in the trades and the copy addresses issues that are more relevant to this audience. The same kind of changes can be found throughout her website, in terms of both the images and the verbiage, making it more appealing and accessible to yet another audience, and giving her an edge over other HR consultants and leadership coaches who failed to see this opportunity. Flexibility Katherine provides a perfect example of the kind of flexibility we offer clients. Within a matter of weeks, we’ve been able to completely reposition her brand by revising her website and changing the angle of her content marketing and social media presence. It’s also important to mention that this is the third time we’ve redone Katherine’s website. A big part of the reason why she’s been so open to making these changes, aside from the trust and friendship we’ve built over all these years, is that we make things affordable for our clients. For instance, when it comes to website maintenance like the revisions we did for Katherine, we provide reasonably priced rates offered in 10-minute increments. I know we could charge more if we wanted to, but we just don’t want to do that. You see, part of why we’re still doing this after more than two decades is because we love to see entrepreneurs and small business owners succeed, and it feels great to play a key role in that success. I was once in the same position as they were, and this is why it’s so rewarding for me to build these kinds of relationships with clients and do everything I can to do what’s in their best interests. I and my team love giving clients the agility to reposition, rebrand, or revise their websites at any time, and the ability to feel confident that it won’t cost them an arm and a leg. We genuinely want to see businesses grow and prosper, we love being a part of that success, and we will do whatever we can to make that happen, which explains why we’ve had so many long-running clients who’ve been with us for years, just like Katherine. It’s been a true honour to work with Katherine all these years, and seeing her business transform from just an idea into what it is today has been incredibly fulfilling. Taking her dream of building her own business and being her own boss and nurturing it into reality provides a poignant reminder of why I continue to do what I do. If you’re looking to rebrand your business, reposition it to target a new audience, or build a brand-new business from the ground up, but you’re wary of all the so-called experts out there and want to find someone you can trust, you should reach out and see what we have to offer. We’ve been doing this for a long time, and we love nothing more than helping clients succeed. To your business success, Susan Friesen
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