Root from the Heart

8 week coaching container

Program Breakdown

  • 🫚 Week 1: The Roots


    Purpose, Vision, & Values
    Connect with your Compelling Why and what sparked the business in the first place, articulate the bigger picture, and define the deeper forces that guide your decisions and the impact you want to make.

  • 🪾 Week 2: The Trunk


    Brand Promise & Core Offering
    With your foundation in place, we define what you offer, what makes it valuable, and how to position it with confidence.

  • 🐿️ Week 3: The Animals


    Your Customers
    Dig into who you serve or want to serve and their motivations, challenges, needs, and expectations.

  • 🌴 Week 4: The Branches


    Desired Impact and Brand Personality
    Define how you would like your brand experience to make your customers feel, and how your business should behave in order to achieve that.

  • 🍃 Week 5: The Leaves


    Customer Journey & Experience Intent
    Identify the key moments where your brand interacts with customers and define the emotional intention behind each stage — from first impression to loyal advocate.

  • 🌺 Week 6: The Flowers


    Messaging and Expression Framework
    Clarify how your brand speaks and shows up — its voice principles, messaging pillars, and behavioral guidelines — so communication feels aligned, confident, and consistent.

  • 🍋 Week 7: The Fruit


    Visual Direction
    Translate your strategic foundation into a clear visual direction that reflects your values, positioning, and Desired Impact.

  • 🌳 Week 8: Tending the Tree


    Integration & Next Steps
    Review your complete Brand Tree and integrate your new clarity into daily operations, team alignment, and future growth.

Coaching Format

Root from the Heart can be completed individually or in a small group. Either way, you’ll move through the same core framework and build a deeper brand foundation that can guide your decisions long-term.

The difference is how you want to process the work. The lists below outline what you can expect from each format.

Individual Coaching

  • Focused 1:1 coaching and space for nuance

  • Private weekly coaching sessions

  • Personalized feedback on your strategy, messaging, audience, and experience

  • More room to follow what your business needs most

  • Strong fit for sensitive decisions, complex offers, or internal business questions

  • Great for established businesses, pivots, or more layered brand questions

  • You’ll leave with a deep brand foundation shaped with more direct coaching and nuance

Group Coaching

  • Guided community, shared perspective, and thoughtful discussion

  • Small-group weekly coaching sessions

  • Teaching, exercises, discussion, examples, and group coaching

  • A shared weekly rhythm that keeps the process moving

  • Strong fit if you learn by hearing others process similar challenges

  • Great for business owners who want depth without doing the work alone

  • You’ll leave with a deep brand foundation strengthened by reflection, community, and accountability

Whether you join a group or work with me individually, you’ll finish Root from the Heart with:

  • Purpose + direction: A compelling Purpose Statement, long-term Vision, and 3–5 Core Brand Values—with practical definitions to guide your decisions.

  • Offer + Positioning: Clearly defined Core Offering(s), a Value Proposition, Positioning Statement, and Brand Promise that articulate what makes your business valuable and different.

  • Customer understanding: A profile of your primary audience—and a secondary audience where relevant—exploring their motivations, needs, expectations, and barriers.

  • Personality + experience: Defined Brand Personality traits and practical guidance for how your business behaves and makes customers feel.

  • Customer Journey Map: A high-level view of key touchpoints, the experience you want to create, and opportunities to better reach, serve, and retain your customers.

  • Your Brand Story: A core narrative you write and refine through guided workbook exercises and coaching, connecting why your business exists, whom you serve, and the difference you make.

  • Messaging + expression: Core Messaging Pillars, voice and tone principles, and key statements to guide clear, consistent communication.

  • Starter Identity + Style Sheet: A simple wordmark/text-based logo, coordinated color palette, typography selections, and practical usage guidance—brought together in a brand style sheet to help you show up consistently.

  • A prioritized action plan: Clear next steps for putting your strategy into practice—what to focus on first, what can wait, and where additional support may help.

You’ll also get:

  • A digital workbook with guided exercises, practical templates, and frameworks.

  • Your Brand Tree Summary, bringing your brand strategy and direction together in one place.

  • Weekly coaching to help you work through questions, connect the pieces, and make decisions.

  • Connection + community: In the group program, learn alongside other purpose-driven business owners, share perspectives, and encourage one another as you put your brand into practice.

  • Recommendations for your next stage of growth, whether you implement independently or bring in support.

The goal: A grounded brand strategy you understand, can confidently communicate, and can use to guide how your business grows.

A note on scope: Root from the Heart focuses on brand strategy and creative direction. This program includes a starter identity, but not a comprehensive identity system, done-for-you website copy, or website design/build.

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