This project aims to re-brand my business by improving brand visibility, enhancing customer experience, and driving sales growth across all social media channels and my website, as outlined in the detailed goals and tasks below. Please read the 13 phases.

Re-branding Project Goals & Phases with Social Media Visual Updates, SEO Optimization, Online Store Improvements, and Newsletter Announcement

Phase 1: Brand Audit & Analysis ( 60 Hours )

• Goal: Assess current brand identity, including website store performance.
• Tasks:
• Review brand assets (logo, tagline, colors, online bios).
• Gather input from clients and teams on brand perception and online store usability.
• Identify areas for improvement, particularly in the website store for user experience and alignment with the new brand identity.

Phase 2: Purpose, Mission, and Values Re-Evaluation

• Goal: Refine mission, vision, and core values.
• Tasks:
• Update mission and vision statements to highlight connection/belonging, mindfulness, and labyrinth walks.
• Establish core values to serve as the foundation for future branding elements and messaging.

Phase 3: Audience Re-Definition ( 60 Hours )

• Goal: Update audience personas with a focus on diversity and connection/belonging.
• Tasks:
• Develop new audience personas that capture ideal clients and their specific needs.
• Align brand language with values of anti-racism and connection.

Phase 4: Tagline Development

• Goal: Create a memorable tagline that reflects your brand’s new direction.
• Tasks:
• Develop and finalize a tagline that communicates core values of inclusivity, mindfulness, and leadership.

Phase 5: Visual Identity Refresh ( 60 hours )

• Goal: Simplify and modernize the visual brand to reflect updated values.
• Tasks:
• Design Simplified Logo: Create a versatile logo that reflects the brand’s mission and values.
• Design and Implement Banner Templates for Social Media:
• Facebook (Individual & Business Page): Update cover photos with the logo, brand colors, and tagline.
• Pinterest & Instagram: Create square profile images and highlight covers.
• LinkedIn (Individual & Business Page): Professional banner with a focus on leadership and belonging, empowerment, and equity.
• X (formerly Twitter): Design a header image featuring the new brand look.
• Create a Social Media Kit: Package the logo, banners, and brand guidelines for consistent use across platforms.

Phase 6: SEO-Optimized Social Media Profiles

• Goal: Rewrite social media bios and descriptions for SEO.
• Tasks:
• Keyword Research: Identify relevant keywords (e.g., “mindfulness training,” “anti-racism consulting,” “leadership development”).
• Rewrite Bios and Descriptions: Integrate keywords in profile descriptions to improve visibility.
• Platform-Specific Optimization: Customize bios for Facebook, Instagram, LinkedIn, Pinterest, and X with platform-appropriate language, tone, and calls-to-action.
• Ensure Consistency Across Platforms: Keep services, values, and keywords uniform across platforms.

Phase 7: Social Media Store Setup ( 60 Hours)

• Goal: Set up a Facebook and Instagram store to sell products directly through social media.
• Tasks:
• Product Selection and Description Optimization: Choose key products for the Facebook and Instagram stores. Write keyword-optimized product descriptions that highlight benefits and align with brand voice.
• Create Product Images and Graphics: Design high-quality images for each product, ensuring brand consistency and visual appeal.
• Setup Facebook and Instagram Shop:
• Use Facebook Business Suite to create a shop, linking your Instagram business account for seamless integration.
• Upload products, add descriptions, images, and prices, and organize products into collections as on your website store.
• Enable checkout options or direct to your website store if applicable.
• Promote Social Media Stores: Use posts, Stories, and highlights to announce the new stores, emphasizing specific collections or new products.
• Track Analytics: Monitor product views, conversions, and user interactions to optimize store performance.

Phase 8: Brand Voice & Tone Definition ( 60 Hours )

• Goal: Define a consistent brand voice that aligns with updated values.

• Tasks:
• Document brand voice guidelines to be used across content, from website store descriptions to social media posts.

Phase 9: Content Strategy & Development

• Goal: Build a content plan that reflects the rebrand and promotes new product offerings.
• Tasks:
• Create a content calendar to announce the rebrand and website/social media store improvements.
• Develop educational posts that highlight the brand’s mission, values, and products.
• Optimize all content with SEO keywords for search engines and social media discoverability.
• Write and automate posts for social media platforms for one year



Phase 10: Website Store Assessment & Improvement ( 120 Hours )

• Goal: Optimize the website store to enhance user experience and align with the rebrand.
• Tasks:
• Assess Current Store Functionality: Review the store’s layout, usability, and mobile-friendliness. Ensure smooth navigation, easy product discovery, and a quick, intuitive checkout process.
• Update Visuals: Refresh the store design with the new logo, colors, and fonts to match the brand’s new look.
• Optimize Product Descriptions and SEO: Rewrite product descriptions to reflect the updated brand voice and incorporate SEO keywords identified in Phase 5. Use relevant terms to increase searchability (e.g., “leadership e-courses,” “mindfulness guides”).
• Enhance Product Categories and Collections: Group products into well-organized collections (e.g., “Mindfulness Tools,” “Leadership Development Courses”) for easier browsing.
• Add Customer Reviews or Testimonials: Display testimonials prominently to build credibility and highlight the brand’s impact.
• Streamline Checkout Process: Ensure the checkout process is user-friendly, mobile-optimized, and supports a range of payment methods.
• Integrate with Social Media Stores: Link the website store to the Facebook and Instagram shops for a seamless shopping experience across platforms.
• Test and Gather Feedback: Conduct user testing and gather feedback on the website store’s functionality and design, making improvements based on user insights.

Phase 11: Newsletter Update & Distribution ( 60 Hours )

• Goal: Update the newsletter to announce the rebrand and send it to your subscriber list.
• Tasks:
• Update Email Template: Design a refreshed email template in Mailchimp that reflects the new brand colors, logo, and style.
• Write Compelling Content for Rebrand Announcement: Include a brief story about the rebranding journey, emphasizing new values, services, and store improvements.
• Highlight New Products and Stores: Feature key products and link to the newly improved website store and Facebook/Instagram shops.
• SEO-Optimized Copy: Use relevant keywords in the newsletter content to reinforce your updated brand and product offerings.
• Include Calls-to-Action (CTAs): Encourage readers to visit the website store, check out the social media shops, or subscribe to future updates.
• Send and Track Performance: Schedule the email for optimal engagement and monitor open rates, click-through rates, and conversions to adjust future newsletters.
• Write one newsletter per month for one year and automate its delivery

Phase 12: Internal Alignment & Training ( 60 Hours )

• Goal: Ensure team members understand and embody the new brand identity.
• Tasks:
• Train team members on the updated brand, store functionality, and customer service approach.
• Provide guidelines for answering product-related queries across website and social media stores.

Phase 13: Rebrand Launch & Post-Launch Engagement ( 60 Hours )

• Goal: Successfully launch the rebrand along with the improved website store, social media shops, and newsletter update.
• Tasks:
• Announce the rebrand across platforms with SEO-friendly posts and visuals, and highlight the newly improved website store.
• Introduce the Facebook and Instagram stores, and share the story behind the rebrand and new product offerings.
• Host a virtual event or Q&A session to engage with the audience and address any questions about the new products or brand direction.
• Track feedback and engagement metrics to adjust and improve based on audience responses.