Given the fact that therapy, life coaching and business coaching are traditionally seen as mutually exclusive, Dawn Taylor’s diverse array of holistic programs in the (overlapping) areas of trauma, business and personal coaching among men, women and youth has made her overall service offering an anomaly in the coaching space. However, company expansion was deemed challenging due to the reality that the level of business brand growth built upon an individual figurehead is extremely limited.
Moving forward, it was critical that Dawn Taylor’s image be separated from The Taylor Way brand to actualize the business franchise goal of becoming a national / global coaching program… clearly and concisely communicating the organizational brand while remaining true to the fun and approachable spirit and legacy of its founder.
To support the pursuit of expansion in new areas (specific geographies / industries serviced), credibility of The Taylor Way image needed to be bolstered – accurately conveying the organization’s professionalism, effectiveness and authentic position as a thought leader and agent of positive, personal change.
Extensive local and national research allowed for strategic rebrand decisions to be made upon such observations and recommendations as:
Life is a Work in progress. We build up and we tear down in an effort to reject chaos and create order… to move forward and to keep moving forward – through life and through business.
We are NOT broken. Just… disassembled, or not yet fully realized. The Taylor Way is Our Head Start.