Goal

A business, life, and trauma coaching program to work and live by, The Taylor Way was created and offered by a single, namesake practitioner with a desire to be seen as so legitimate and superior to other coaching styles that it be adopted and franchised by others throughout the country.

Situational Analysis

Nearing launch of a national / global coaching program, it was critical that founder Dawn Taylor’s image be separated from the company brand (while honouring her legacy and joyous spirit) due to the limitations of business expansion when a brand is built upon an individual figurehead.

Unfussy Recommendations

With nearly 20,000 independent coach practitioners working in Canada, yet no “direct” competitors offering a combination of trauma / personal / professional coaching services targeting women + men + youth, it was recommended that:

  • Brand, marketing, and communications should be appealing to multiple audiences: demonstrating strength, empowerment, sophistication and active cause and effect (clearly defining an actionable, results-oriented approach).
  • The brand should serve to blur the lines between therapy and coaching; and between target audiences, while addressing the perceived paradox of the ‘best friend’ trauma coach vs the ‘impartial observer’ business coach.
  • The Taylor Way must be intelligent, intuitive and flexible enough to respond to the unique needs and wants of the individual. This is where the notion of “hope-giver” (best friend) and “ass-kicker” (professional, impartial observer) truly comes into play.
  • The visual brand should be indicative of process and result – a holistic approach to
    ordered chaos.

As a reflection of its founder, The Taylor Way is a results-driven, hope-giving and ass-kicking business, life, and trauma coaching program. It creates order from chaos by blurring the lines between coaching and therapy – connecting the dots of the past and filling the gaps of the present and future in order to reassemble, redefine, reinvent and realize the true potential of men, women and youth looking for a head start toward tailored personal and professional success.

Meanwhile, as a cheeky turn of phrase, the tagline “A Head Start” speaks to the healing process as a journey starting within the mind, while implying that you’re further along the process to mental health and happiness when you choose The Taylor Way over any other way…

Output

  • Strategic Direction and Corporate Brand development
  • Messaging Platform development
  • Visual Identity (logo) system creation
  • Targeted advertising and marketing communications campaign conceptual development, design, and production
  • Marketing collateral design and development
  • Brand Standards (Playbook) / visual identity guidelines development

The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, and SWOT and discovery sessions.

Outcomes

The new Taylor Way brand functions in a similar fashion to that of its service offering – softening the lines between therapy and coaching in response to the unique needs and wants of each individual. So as to avoid the filling of knowledge and understanding gaps with incorrect, preconceived assumptions during the blurring of treatment approaches, The Taylor Way program clearly and concisely defines its flexible abilities, roles, and responsibilities as both hope-giving trauma / personal / life coach and ass-kicking professional / business mentor in its approach to treatment from a holistic point-of-view.