A year ago I worked with Catherine Bowyer, an Australian lifestyle strategist and coach, to help her get clarity on where to take her business. During our clarity session, she realised that she wanted to shift away from corporate coaching towards personal coaching. She then used my Copy & Canvas package to give her website a make-over and to tell her brand story. You can read this blog to see the process we went through. I caught up with her to find out how things were going a year on from our work together. This is what she said:
How has business unfolded?
After our initial sessions of working together, I was able to gain clarity about the core messaging of my business and how all the pieces fit together – coaching programs, workshops, retreats and products. Having this clarity has really helped me to move forward with my business. I went from confusion and overwhelm to clarity and getting on and promoting my business.
The focus in my business has always been about helping people to be the best versions of themselves and living their best lives, however you helped me to narrow down what I really do. I’m really about helping people to be happy. This was a very important point for me as it is the underlying message of everything I do in my business.
You asked me a question of ‘What’s my thing’; what’s the ‘thing’ that represents me'. I pondered over this for a while because I wasn’t really sure, but after a bit of probing from you, I was able to crystallise that my ‘thing’ is being at the beach and being in the sun. This formed the basis for imagery for my website and marketing material and still does – I always look for fun, beachy images where appropriate.
Another big thing that came out of working with you was the name for my monthly women’s meet ups. As I hadn’t started the groups when we were working together, I was confused about how to market them. I knew what I wanted them to be but not sure how to create the right messaging around them.
You came up with the name ‘Happiness Hive’ which is absolutely perfect. I have been running these groups once a month for 12 months in June. This group is all about inspiration, motivation, education and having fun. I get 20-30 women attending each month and they lovingly refer to themselves as ‘Happy Hivers’ or just ‘Hivers’. I love this. We discuss a different topic each month and have different guest speakers. There is a core group of women attending with newbies each month. We have created an awesome place that has a really ‘buzzing’ vibe! It really is even better than I originally imagined.
The Happiness Hive isn’t a money-making venture for me (it actually ends up costing me money), however it is an awesome platform to promote myself and what I do. I have gained new coaching clients as a result of running HH. This really is a passion project for me and is leading to opportunities for my business. I have set up a Happiness Hive Facebook group where I mirror the monthly topics and interact with the group. A bit of a tricky thing is that the meet-ups are in Canberra, however people in the HH fb group are from all around Australia and the world. I try to make sure I cater for these differences, so people don’t feel left out if they can’t attend the meet up.
I have Trademarked ‘Happiness Hive’ so no one else in Australia can use that term – I own it!
Did the new brand identity help grow your business?
To a certain degree. One of the main things has been the Happiness Hive, which helps me market my services and which has brought in new coaching clients.
I am also setting up a ‘Happiness 4 Humanity’ program – personal transformation programs that I will be running in a little village in Cambodia in 2020, with participants from anywhere in the world. The programs will be multi-faceted: participants attending the programs will make profound and lasting changes in themselves and their lives and we will also contribute to the lives of women living in impoverished communities.
Another thing I plan on doing this year is setting up ‘Your One Life, Happiness Foundation’ where a percentage of all sales from my business will be donated. The Foundation will then give back to women in the way of providing scholarships, resources, and support to help them on their path to happiness and being the best version of themselves.
And hopefully this year I will also set up ‘The Happiness Hive Membership Lounge’ – this will be a premier membership program designed to support women experience happiness and success in every area of their lives.
These initiatives were there before I worked with you last year, however you helped me get the clarity about what to call them and how they fit together. As you can see ‘Happiness’ is the key theme that runs through my business initiatives. And now that I have clarity, it frees up my mind to get on and do stuff, instead of feeling overwhelmed how it is all going to fit together.
Did it change the way you felt about your business?
Yes! Having ‘Happiness’ as the core of everything I do in my business, has helped me to emulate this core message in everything I do – in my business and in my personal life. To be completely honest, it feels perfect. My business felt great before, but now it feels really great!
Having clarity about my core messaging has also helped me to think about my personal brand and do I match the ‘happiness’ vibe. I think I do!
How did people respond to your new look and the new services you were offering - particularly the meet ups that you wanted to hold?
People love it. I am focussing on working with women and that’s what my brand says. I chose to go with a bit of a retro, relaxed, friendly, upbeat theme for my website and marketing material. I get comments because people are recognising the brand. I think the imagery is fun, playful and friendly, which is what me and my business are about.
Women love, love, love the Happiness Hive. I’m getting 20-30 women there each month and I’m in two minds about whether to try and grow it or leave it at this size. I think I might try and get about 40 women there. If it get’s too big, it starts becoming something that I’m not sure I want it to be. There are lots of other opportunities to cater for larger group sizes.
What other new things have you implemented in your business since?
I have finalised my DIY program. I had the content developed before we started working together, however after the key messaging of ‘Happiness’, I called the program ‘Find Your Happy’. I also had a freebie resource which I referred to as the Life Wheel – I’ve changed the name to ‘Happiness Checker’.
I’ve run a free online program called Happiness Seven: 7 days to a happy, new you (the fastest and easiest way to being happy and loving life!). I’ve also run ‘Happy New You: Making 2018 your best year yet!
As part of my Happiness Hive fb group, I run regular fb live sessions which are based on the topic of the month.
What plans or ambitions do you have for it moving forward?
To expand the reach of my business including Happiness Hive and look for opportunities of collaborating with other women locally and online.
As my reach with Happiness Hive is reasonably strong, I am going to start introducing workshops and seminars that build on our monthly topics. I will continue to use HH as a platform for marketing my other products and services.
I’ll be introducing the membership lounge, Happiness Foundation and Happiness 4 Humanity programs over the next 12-24 months.
Any final thoughts?
Thanks again for helping me gain clarity in my business. It really set the foundation of what I’m about and has allowed me to move forward instead of feeling stuck and overwhelmed. Your work helped tie everything together and has freed me up to enhance what I do. I’ve definitely got the confidence now to promote my business, which I was a bit nervous about before we started working together. Thank you.
I just want to congratulate Catherine on doing so many brilliant things with her business. How inspiring to see someone take an idea and grow it into something that makes other women - and herself - happy. Love it!
If you could benefit from Catherine's services, do check out her links or join her Happiness Hive on Facebook.
Catherine's Facebook page
Catherine's Happiness Hive Group on Facebook
When I started Campfire Communications, I didn't have a big plan or vision for what I wanted it to be. I didn't really know what it stood for. I knew that I wanted to help small business owners tell their stories better. I knew I was good at doing this. And I knew that campfires where a good place to tell stories. So I combined all of that, wrote some web copy, came up with some service packages and started marketing it.
Over time, it's changed and evolved, and I've spent more time thinking about what my business really stands for. And that question is bigger than just 'what problem am I solving'. It's: what do I believe in? What is important to me? What are my values?
And for me it comes down to freedom. I do what I do because I like the freedom to work the way I want to work. And I want to help other people have the same freedom. That could be freedom from a stifling job, a mean boss, financial hardship, having to stay in a crappy relationship because you can't afford to leave, to having the freedom to watch your kids grow up or spend time doing things you love. I realised that I want to help people create businesses that give them the freedom to do all of these things. And while I can't do it all for them, by helping them find, craft and share their stories, I am helping to set them on the path to freedom and living a life they love.
So what does my business stand for? Freedom. How do I demonstrate that? By the very way I work, what I wear, where I work, how I am flexible with clients, the results I get for them and how I'll go out of my way to help them and others even if they're not paying clients.
Here's a far bigger example of a company that doesn't just say what it stands for, it has evolved and is living it. And frankly, I applaud it.
Back in 2014, Airbnb went through a rebrand after having a rethink about what it really stood for. Here's how they described it:
In 2007, Joe and I opened our home up to the first Airbnb guests. They booked a place to stay, but they ended up with something more than just an airbed at a slightly messy apartment. They learned our favorite places to grab coffee, ate the best tacos in the city, and had friends to hang out with whenever they wanted. They were thousands of miles from where they lived, and yet they felt right at home. What started as a way for a few friends to pay the rent has now transformed into something bigger and more meaningful than we ever imagined. And what we realized is that the Airbnb community has outgrown the original Airbnb brand. So Joe, Nate, and I did some soul-searching over the last year. We asked ourselves, “What is our mission? What is the big idea that truly defines Airbnb?” It turns out the answer was right in front of us. For so long, people thought Airbnb was about renting houses. But really, we’re about home. You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere. That is the idea at the core of our company: belonging.
They introduced a new logo, which they called the Belo, with the intention that it becomes a recognised symbol that represents belonging. The video below explains it.
Three years on, Airbnb has grown massively. It has had to balance this growth while maintaining its purpose-driven ethos and sense of belonging. Everything it puts out reflects its mission, its values and what it stands for. Its most recent Super Bowl ad is another example of how it is tapping into current issues facing the world and wrapping its story into it.
When you land on Airbnb's home page, this is what you see first thing:
Their mission right up front, not tucked away on an About Us page. They could have said: We let out rooms around the world. Instead it is leading with its mission statement. By having a clear vision, Airbnb has a consistent message and story. And this has led to its phenomenal growth.
So my question to you is: What does your business stand for? What is your mission? How is it reflected in your web copy, your marketing and your actions?
As a small business, you may not have the budget to create clever logos or worldwide brand relaunches like Airbnb did. But you can run a purpose-driven business, where your values and beliefs stand front and centre in all you do. People talk about 'authenticity' a great deal. But something is only authentic when you really and truly believe it yourself.
What do you believe in and how are you letting your customers know that? Feel free to share it in the comments below.
If you want help getting clarity on what your vision, mission, values, beliefs and direction your business should have, get my free Campfire Clarity workbook, or book a Clarity Session with me.