Case Study: Jo Sweeney, The Alignment Residency.
Repositioning this energy leader, to set her up for global profile and the transition from personal to business brand.
Jo has led the way in energy healing and women’s leadership for over a decade. She’s built her business with a stellar personal brand and a commitment to playing at the top of her game - now studying a BSC in Energy Science.
She has ambitions for global scale and the creation of a brand built around her alignment philosophy.
The Challenge:
She’s objectively special in this space. Her credentials alone land her in the top 1% of her peers.
But every man and his dog in personal development is clambering for higher-value, specialist skills and lots of people are ‘speaking the language’ of energy and energetics.
We didn't want Jo to be in a place of trying to prove her excellence versus the others. We needed her to play a totally different game.
The APPROACH:
We took a 30,000 ft view.
Of her business in a wider competitive context. Mapping the ‘self-development’ space, from coaching and training, to biohacking and manifestation, through to psychedelics and experiential practices. To see where she could credibly stretch to, for more open, high-value space.
Of her audience of high-performing women in the context of shifts around gender, sex and power and how she could play with those themes, to give her a platform for genuine thought-leadership.
The POSITIONING:
Positioning for The Alignment Residency business:
THE REBIRTH OF FEMALE POTENTIAL, BACKED BY SCIENCE.
A move from ‘problem-solution’ towards a more infinite ‘potential creation’.
Less high-performance in business, more the development of her.
Science-backed and elite, to protect Jo from the wannabes.
THE STRATEGY
Jo’s thought-leadership around ‘female potential’ has to sit at the core of everything. It’s the Art of Alignment and it will power every part of The Alignment Residency business.
We’ve built out a rich and exciting set of campaign themes for marketing and looked at the language and codes of the ‘potential creation’ space to give her clear guidelines (think more ‘high-end psychedelic retreat than ‘coaching.’
It will go on to inform how we create assets and IP in the business and the evolution of the business model, through to some killer partnerships and associations.
