VIRTUAL PARTNERS PLUS

A Multifaceted Rebrand: Coach & Contractor

BRAND STRATEGY | BRAND IDENTITY | WEB DEVELOPMENT

A transformative rebranding journey for a brand that started as a virtual assistant business, evolved into a business coach for women entrepreneurs, and expanded into government contracting. This rebrand explores the multifaceted nature of the brand and the discoveries made to align its brand identity, purpose, and brand experience through strategy and design.

Empowering Women in Business and Excelling as a Government Contractor

To effectively align the brand messaging and target the appropriate audience, our team conducted an immersive brand strategy deep dive. Collaborating closely with the business owner, we facilitated a series of strategy sessions to uncover the brand's true purpose and values. Through thoughtful questioning and analysis, we guided Virtual Partners Plus (VPP) in gaining clarity and establishing a unique position in the market.

Behind the Approach

The Challenge

Virtual Partners Plus, an established brand with over 8 years of operation, faced two significant challenges that required them to refine their message and gain insight into targeting the right audience. The first challenge involved identifying and aligning with their brand’s true nature to assist in creating a new messaging framework. The second challenge was to develop client-focused strategies to integrate their dual roles as a business coach and government contractor while ensuring a consistent brand experience across all channels.

A cohesive visual identity was crafted to capture the brand's essence and resonate with both women entrepreneurs and government entities. The design elements reflected professionalism, empowerment, and versatility, bridging the gap between the two target audiences. Employing UX/UI principles, we created a captivating landing page that provided an engaging user experience. The website showcased the brand's services, achievements, and expertise, effectively communicating its purpose and nature, attracting the ideal audience.

Throughout the rebranding and web design process, close collaboration with the business owner and continuous feedback loops ensured that the approach remained aligned with the brand's vision and goals. Regular assessments and refinements were made to fine-tune the strategy as well as user-experience of the website to optimize its effectiveness in reaching and engaging the target audience.

By combining extensive research, a clear brand strategy, tailored messaging frameworks, and user-focused design we positioned Virtual Partners Plus to effectively align their brand identity, purpose, and brand experience. This approach enabled them to connect with the right audience, communicate their unique value, and drive growth and success as both a women's business coach and a government contractor.

Furthermore we conducted research, including interviews, surveys, and competitor analysis, to uncover the brand's authentic essence and explore its potential archetypal associations. Through this process, we unveiled the brand's true nature and identified the archetypes that resonated most powerfully with both roles - a blend of the Sage, the Ruler and the Magician archetypes. This brand persona served as a guiding light in shaping the brand's messaging, tone, visual elements as well as the user-experience of their online platforms.

Based on the research and insights, we crafted messaging frameworks that highlighted the brand’s expertise. This became a key component of the rebranding process. By refining their messaging strategy, VPP communicated their unique value in a clear and concise manner, that was cohesive across the board and attracted clients who aligned with their core mission.

To amplify their rebranding efforts, we optimized their marketing channels, including their website and social media presence. By revamping their online platforms to reflect the refined messaging and effectively target the identified ideal audience, Virtual Partners Plus was able to maximize their reach and engagement.

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With the user in mind, we structured the landing page to deliver clear and accessible information about the brand's services, areas of expertise, and comprehensive business coaching programs. This approach aimed to ensure that visitors easily found the relevant information they were seeking.

Strategic call-to-action elements were thoughtfully placed throughout the landing page, encouraging government agencies to reach out and effortlessly book meetings with the brand. This seamless interaction streamlined the process, making it more convenient and efficient for both parties.

Additionally, our focus on user experience optimization ensured easy navigation and swift access to essential details. By creating an intuitive and user-friendly layout, we sought to enhance the overall browsing experience for visitors from all government agencies.

To maintain brand congruency, the landing page design seamlessly aligned with both the coaching brand and the government contracting venture. The visual elements, color palette, and messaging harmoniously represented Virtual Partners Plus' dual roles, fostering a consistent and unified brand identity.

Ultimately, the design of the landing page served as a powerful tool to showcase Virtual Partners Plus' capabilities and expertise. By placing emphasis on both engaging visuals and professional content, we aimed to make a lasting impression on government agencies while providing valuable information to potential clients.

The user-centered design approach, combined with brand congruency, was at the core of our process, ensuring that the landing page delivered an exceptional experience for all users, whether they were government entities looking to collaborate or clients seeking top-notch business coaching services.

The Result

The Virtual Partners Plus' transformative rebrand exemplifies the power of strategic brand messaging and user-centered design. By uncovering their brand's true nature through extensive research and strategy sessions, we were able to align their identity and purpose with their dual roles as a women's business coach and a government contractor. The cohesive visual identity and engaging user experience on the landing page ensured a consistent brand experience for both target audiences, empowering women entrepreneurs and resonating with government agencies. This seamless integration of brand strategy and UX/UI design played a pivotal role in solidifying their position as a versatile and trusted partner, ultimately driving growth and success across diverse sectors while staying true to their core values.

THE SOLUTION

Virtual Partners Plus was looking to gain clarity on their brand. They had been developing their brand on their own and did not feel it reflected the work and vision they have for the business. We facilitated a brand strategy that allowed the client to dive deep to answer questions that helped build their brand's foundations,

core values and positioning. Our strategy sessions also helped our client become better connected with who their brand is. Building their brand's persona allowed the client to step outside of their own personal feelings and get deeply connected to their brand's traits and how these traits are used to connect with their niche.

The User Experience

In designing the layout of the landing page, we adopted a user-centered design approach, prioritizing the needs and preferences of our target audience. As the UX/UI designer I meticulously crafted an engaging and professional interface specifically tailored to appeal to government agencies and potential clients seeking Virtual Partners Plus' expertise.

The Research

Our approach began by exploring their "why”. We discovered their commitment to providing knowledge and support to women entrepreneurs both in business and government contracting. The brand’s comprehensive programs guide and mentor business owners in developing strategies for creating sustainable businesses. Additionally, we recognized VPP’s unique position as a veteran-owned government contractor looking to provide support and resources to other agencies. This understanding formed the foundation of our in-depth brand strategy, enabling VPP to effectively communicate their value proposition and resonate with their target audience clearly and creatively.