In today’s installment of our Powerhouse Profile series, I’m thrilled to introduce you to Heather Hommel, a life and business coach specializing in myofascial release therapists. She recently went through the rebrand process with Highflier Powerhouse so she’s sharing what initially prompted her to consider rebranding—a thought that hadn’t been a priority previously. 

Coming from a background where creativity and brand identity weren’t top of mind, Heather admitted that she had a “scrappy, do-it-yourself” approach to branding. She was comfortable with technology, posting on Instagram, and making do with a photo shoot from years ago. It wasn’t that her clients were expecting anything different. 

In fact, Heather’s journey to building a client base is a testament to the power of authenticity. She began by speaking directly to her niche—myofascial release therapists—as if they were the only people on the internet. This targeted, raw communication helped her connect with her audience, even if that audience was small at first. 

Her branding, however, was a different story. While it wasn’t messy, there was no real thought behind it, and she realized that she had never considered the impact that colors, fonts, and overall aesthetic could have. This led to a significant concern: would rebranding make her less accessible and relatable to her clients?

I’ve Already Made Six-Figures – Is Rebranding Really Necessary?

Heather’s journey to rebranding wasn’t without its challenges. She had already achieved substantial success, selling over $800,000 worth of coaching without a cohesive brand. This success made her question the necessity of rebranding—after all, what she was doing was working. 

But as she spent more time with me, she started to see rebranding as not just a business decision, but an opportunity for personal growth. The process wasn’t just about a fancy photo shoot and a new website; it involved deep inner work. 

Heather found herself grappling with questions about her identity, preferences, and how she wanted to present herself to the world. Creating a vision board, for instance, was more challenging than she anticipated because it forced her to make decisions about her likes and dislikes—something she hadn’t done before in such a deliberate way.

One of her biggest concerns was finding someone she could trust to guide her through the rebranding process. The detailed intake process we went through together helped address many of her fears and questions. She noticed the stark differences between her old website and the websites in Highflier Powerhouse’s portfolio. 

The creativity and functionality we brought to the table were what ultimately convinced her that she was in good hands. What started as a seemingly overwhelming process with countless options became a rewarding experience, as Heather saw her ideas translated into a brand that truly represented her.

How Creating a Persona Helped Heather Refine Her Brand

Heather began her rebranding journey by adopting a creative persona tailored to her clients. This persona, “a woman of wisdom,” served as a guiding archetype, helping her embody the qualities she wanted her brand to project. 

Entering the rebrand process, Heather didn’t have a clear vision of what she wanted. The idea of creating a cohesive aesthetic felt overwhelming and initially made her freeze up a little.  But the collaborative nature of rebranding helped pull her out of that headspace. 

One of the most significant shifts for Heather was transitioning from complete creative control to a collaborative approach. This often happens with business owners who have reached a level of success on their own – it can initially feel uncomfortable to invite other people into the process.  

But we reached a really lovely balance of collaboration and creative control with heather providing feedback on specific elements, such as color shading, while allowing the creative team to handle the broader aspects. 

The Results Are In: How a Rebrand Refueled the Fire of Heather’s Business

Once that pre-work was done, her new photoshoot, once a source of anxiety, translated beautifully into her brand’s new image. The feedback from clients was overwhelmingly positive! They really appreciated the mature and sophisticated vibe she was giving off visually because it completely aligned with her coaching style.

The revamped brand led to increased engagement across her platforms. Instagram feeds became more cohesive, website interactions improved, and email opt-ins soared. Heather observed that her audience was more responsive to her content, leading to higher conversion rates for webinars and other offerings.

Heather decided to leverage “design on demand” services to maintain and elevate her brand’s visual presence. By outsourcing these tasks, she could focus on what she does best—coaching—while ensuring her brand remained visually appealing and consistent. The results were immediate and impressive, with increased webinar registrations and heightened interest in her service. 

Heather’s rebranding journey is a shining example of the profound impact a well-executed rebrand can have on a business.

Beyond the aesthetic improvements, rebranding can lead to:

• Increased Engagement: A cohesive and visually appealing brand attracts more interactions and deeper connections with the audience.
• Higher Conversion Rates: Clear and intentional branding makes it easier for potential clients to understand and trust your offerings, leading to higher sign-up rates.
• Enhanced Professionalism: A sophisticated brand image elevates your business’s perceived value, attracting more professional and committed clients.
• Personal Growth: The process of rebranding encourages introspection and clarity, fostering both personal and professional development.

To see Heather’s rebrand and follow her on her journey, check out her website and follow her on Instagram!