Market to the Majority

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?

In this episode, we're chatting about:

• Heather's background and initial thoughts on rebranding
• The challenges Heather faced in the rebrand process
• The impact of rebranding on Heather's business
• How creating a "creative persona" helped Heather in her process

Connect with Heather below:

• Heather's website
• Heather's Instagram

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Repurposing content has been all the rage lately. But have you noticed how much content feels like it's being copied and pasted from one platform to another? It's seriously boring audiences. And it's costing business owners followers!

Think about it - it's like when Tiktok was new and people were simply taking Tiktok videos and reposting them to Instagram and then wondering why followers weren't coming from Tiktok to Instagram. They had no reason to! We have to create some sort of differentiation from one platform to the next. Otherwise, it all starts to look the same and fade into the background.

So today, I'm sharing the 5 C's of multi-channel marketing. This is the process I've been using for Highflier Powerhouse's online presence. Each platform has a main goal that's different from one to the next. Tune in to hear exactly how you can repurpose content without losing your audience in the process!

In this episode, we're chatting about:

• The Power of Multiple Personalities in Marketing
• Avoiding Content Fatigue: The Pitfalls of Over-Repurposing
• Case Study: Alex Earl's Multi-Platform Strategy
• The Five C's Framework for Brand Personalities

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

In today's landscape, people are expecting a new level of creativity. If you've been a long time listener, you know that we're well beyond the coffee cup and laptop photoshoot. But now, we've even exhausted the blazers and disco balls. So what's next? How can you make sure that your rebrand strikes the right balance between creativity and predictability?

Because believe it or not, there is such a thing as being too creative and I see it all the time. Suddenly, a business owner has a ton of assets that they were so excited to execute but they're just too out there to make usable content. We need some level of predictability in order to create a sense of comfort and routine with our audience.

And we all know boring branding when we see it. But how can you actually avoid falling into the boring branding traps? Well, I'm defining the thought process you need to employ in order to get past the literal, yawn-worthy interpretations of your brand values. But the main event of this episode? The creativity scale. You'll learn how the framework I take my clients through to make sure they're striking a beautiful, irresistable balance in every aspect of their rebrand.

In this episode, we're chatting about:

• The evolution of creativity in the online business landscape
• Literal Vs. high-level creativity
• How to implement the creativity scale in your rebrand process

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Today I'm joined by Camila Maria Cardozo, a brand photographer and videographer for conscious entrepreneurs. We've actually worked a few photoshoots together, so this conversation is a really fun mind meld.

If you're a service provider who is thinking of having a photoshoot done soon, this episode is for you! Maybe you've had your photos taken in the past and it felt like you were just going with the crowd. Or maybe it would be your first big photoshoot ever! We're walking through all of our hot takes about what it takes to create brand visuals that support you as your visibility grows.

You'll also get a bit of a behind the scenes look into what goes into our hiring decisions. Because, while I often talk about attracting cold leads, I think it's important to observe ourselves as we're buying from other people.

By asking yourself: What did it take for me to sign on the most recent team member? How did I know I could trust this person? What role did their visuals play in influencing my decision? You can start to understand your buyers thought process. For me and Camila, a strong visual presense conveys an alignment of certain values and shows that priorities might be in line. When things look too DIY? It raises the red flag.

In this episode, we're chatting about:

• The importance of brand clarity in photo and video shoots
• Headshots vs. brand photo shoots
• Balancing authenticity and aspirational imagery
• Building community building through visuals
• Navigating trends and creative risks in brand shoots

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Connect with Camila:

• Website
• Instagram
• Stream Speak Your Truth and Look Good Doing It

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Aesthetics are important. I don't care how many people have told you that aesthetics are frivolous - they're wrong. Take nature as an example. Look at the difference between a moth and a butterfly, a cockroach and a lady bug. They both have their function, sure! But one has way less obstacles in it's way, simply because of the way it looks.

But how can you actually cultivate an aesthetic that feels aligned for you? Maybe one day you feel called to a cottage core, whimsical style and the next, you're all about grunge, baggy jeans. How can you integrate the two? Well, that's where this episode comes in.

I'm walking you through the exercise I used to elevate my personal aesthetic. Now, keep in mind that this is a constantly evolving process. You're not just going to nail down an aesthetic and call it a day. The 25 year old you is going to have a very different idea of their aesthetic than the 40 year old you will. But taking an intentional approach will actually make your day to day more comfortable and fulfilling.

In this episode, we're chatting about:

• Why aesthetics are important
• The difference between personal and business aesthetics
• My process for uncovering my personal aesthetic
• How to integrate contrast into your aesthetics

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

It's Highflier Powerhouse's brand birthday! So in honor of this milestone, I'm digging into my decision to create a separate Instagram account to explore more of my personal brand. We'll be digging into questions like "when is it time to create multiple Instagram accounts for your business? Why should you do it? Why shouldn't you do it?"

In order to understand the framework behind my decision, go listen to episode 110 where I go into the specifics of the Personal Brand Pyramid. At the end of the day, the decision to have multiple accounts is personal to you and your goals. For me, I originally started a separate account and set strong boundaries in place for security reasons. Building my personal brand was never about revealing all of the fine details of my life to strangers on the internet.

Instead of focusing too much on relatability, I was focused on relevance. Because here's the thing: you can convert even more followers when your brand is relevant to them versus being super relatable. When people have two separate accounts that end up basically serving the same function, or one account goes dry, it's usually because they haven't sat down and thought of a clear way that they want to represent their brand moving forward.

So you'll walk away from today's episode with confidence that your Instagram accounts are all serving a specific purpose to move the needle forward for you.

Related Episodes:

• EP 110 - My Framework for Marketing with the Personal Brand Pyramid

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

I need your online presence to match your reputation in the industry. Today, I'm chatting with Steph Crowder, a business coach who focuses on same day sales & sold out group programs, all about her rebrand process.

While the scrappy business, DIY website approach worked well for her for a while, she knew it was time to rebrand because there were ways in which she was still holding herself back from being discovered. This is a joint conversation with The Courage and Clarity Podcast hosted by Steph. So Steph is also asking me all of her burning questions and I think it's a unique opportunity to really understand the how and why behind the rebrand process.

But we're not just talking about branding today! You'll also get a really interested dose of Steph's expertise in modern selling. I'm asking her questions like "how can we sell without feeling sleezy?" and she's asking me in return "when is the right time to rebrand?" I know you'll get a lot out of this conversation, so get ready to take notes! To dig in further, listen to episode 110 to learn all about My Framework for Marketing with the Personal Brand Pyramid.

In this episode, we're chatting about:

• Why Steph made the decision to rebrand
• The Evolution of Courage and Clarity's identity
• How to stand out with disruptive beliefs
• The power of referrals and showcasing client results
• All about the personal brand pyramid

Connect with Steph:

• Check out her new website
• Instagram
• Tiktok
• Podcast

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Your brand is NOT a direct extension of your identity. It's a separate entity. So today, I'm walking you through some of the things that make it obvious to me that a business owner is experiencing unhealthy attachment to their brand.

It's a fine line, right? There's so much messaging about making your brand personal, staying consistent, etc. But it's so easy to take that advice too far and become inflexible in your approach. We break down five forms of attachment — to identity, visuals, knowledge, comfort, and audience — and discuss how each can hinder your brand's growth.

You can opne up opportunities for innovation when you see your brand as a product. For example, if Apple refused to innovate past the iphone 4 because they were too attached to the features of the past, they would be no where near as powerful as they are today. Just because something works today, doesn't mean it's going to automaticall work tomorrow.

In this episode, we're chatting about:

• How I can spot a business owner that's too attached to their brand
• Why you can't be too attached to the visuals of your brand
• What I mean when I say that it's possible to be too attached to knowledge
• How stepping out of your comfort zone can increase conversions

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer

Chasing the aesthetic of the "It Girl" is nothing but a dead end. Why? It's a cookie cutter path you can take to end up in the same place as everyone else. If you just buy the right products, paint your nails the right shade of "blueberry milk," you can have it all.

When I think of an It Girl, I picture Hailey Bieber and Sofia Richie. And all of the girls that are emulating that style look...cute. And exactly the same. It's also not an inclusive aesthetic at all and frankly, I don't think Women of Color should be expected to set aside their own culture to reach any ideal defined by social media.

I get it, people look to the 'It Girl' aesthetic out of comfort. If someone can hand you a road map and answer every style question you have with a direct link, suddenly self-expression feels a lot easier. But you're not actually expressing yourself! You're expressing the desires of the masses after they've been heavily sanitized over time.

So instead, when you're rebranding yourself in your personal life, I challenge you to see yourself as the main character. If you look at from this lense, you can game-ify every decision you make. Suddenly, you have access to a more playful, free self expression. The rest of the movie is designed around you, not the other way around.

In this episode, we're chatting about:

• What even is an "It Girl"?
• Why I have a problem with this aesthetic
• How to embody main character energy instead of falling into a pre-determined archetype
• Rebranding in your personal life

We're kicking off Q3 with a comprehensive recap of Q2's brand report. The online landscape is constantly changing and staying in the know could mean the difference between landing the next cold lead, and missing them. Now, there's no reason to be obsessive about trends. So I think a quarterly recap is the perfect time to take stock of what's happening around us!

I'm not about trend chasing. These trend reports are more about being aware of trends so you can adopt what feels aligned for your brand and ditch the rest. First of all, I'm seeing a much bigger need for clear values, transparency, and vulnerability. Unfortunately, a lot of people have been burned by a client experience that didn't match the marketing.

A business owner could make themselves out to be super Type A and on top of it, but behind the scenes, they're leaving loose ends left and right. Because of this, buyers need to actually see values in action through your marketing. People are starting to see that actions speak louder than words, so a full brand experience that matches up with the client experience is more important than ever.

We'll be diving into everything from mini-branding for individual offers to the evolution of content creation. Tune in to hear why I personally think that less is more and what I'm doing to make sure our brand doesn't become white noise to my audience.

In this episode, we're chatting about:

• How brands are building credibility in the currrent market
• The need for transparency that goes beyond income claiming
• How to stand out as branding photoshoots get more creative across the board
• What I think of mini-branding for individual offers

Connect with me:

• Website

• Join our email list!

• Instagram

• Pinterest

Learn how to build a strong brand and sign your next 5 highest paying clients using cold leads inside our 12-month program Brand Revenue Lab. Join today: www.highflierpowerhouse.com/revenue

Looking to make an extra $100K with your next rebrand and have your visuals completely overhauled and rebranded for you? Apply for The Rebrand Experience https://highflierpowerhouse.com/rebrand-experience

Want to never have to touch Canva again and get sales and marketing assets designed for you? Design on Demand is our monthly retainer that elevates the way your brand is being presented online. From social media graphics, to workbooks to launch assets, you can delegate any design task you need. Become our retainer client: https://highflierpowerhouse.com/retainer