Repositioning a Brand Into New Markets featuring “Heartwork LLC”

Repositioning a Brand Into New Markets featuring “Heartwork LLC”

Heartwork is a B2B brand that helps female entrepreneurs use their intuition to take their businesses to new heights. For over 20 years, Holly Burgess, Founder of Heartwork Intuitive Purpose Coaching, has provided sales and marketing services to businesses all over the country. But as is the case with many entrepreneurs, Holly hit a turning point in her career and was ready to pivot her business into new markets. Even though Holly was a lifelong marketer, she turned to Wild Womn Haus to help reposition her brand, redefine her brand strategy, and create marketing collateral that would successfully launch her into the spiritual coaching industry. 

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Repositioning a Brand Phase 1 – Auditing The Existing Brand

Every project that we take on begins with a thorough audit of the brand. During this phase of our process, we perform a “checkup” that measures your brand’s position in the marketplace as well as other strengths and weaknesses. 

A typical brand audit will focus on the internal communication that contributes to a brand’s values, mission, and company culture. But at Wild Womn Haus, we take things a step further.

Our signature brand audits include a full profile of your brand’s

  • vision, goals, and objectives
  • market and industry 
  • target audience 
  • differentiation and positioning
  • personality, voice, and tone
  • communication and storytelling
  • accessibility and visibility 
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Repositioning a Brand Phase 2 – Competitive Intelligence

After completing our audit of Heartwork’s brand, we kicked things off by doing a deep dive into the global spirituality landscape, looking for potential opportunities in shamanic healing and intuitive purpose coaching.

Our analysis revealed a unique Heartwork brand lover: The Warrior Woman – a female entrepreneur with a propensity for self-development and a deep appreciation for the “inner work”. Our customer insight then became a driving force in our approach to the brand strategy.

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Repositioning a Brand Phase 3 – Brand Strategy

Equipped with this insight, we then went on to the market segmentation phase, where we create sub-archetypes of brand evangelists who express unique needs within the primary target audience. 

Here, we were able to identify 3 key segments of Heartwork brand evangelists that would allow for laser-focused marketing and communication:

  1. Visionary 6-figure entrepreneurs with a purely digital business 
  2. Visionary 6-figure entrepreneurs with a brick-and-mortar business
  3. Visionary 6-figure executives with existing 9-5 careers

Repositioning a Brand Phase 4 – Brand & Web Design

Drawing on Heartwork’s leading attribute of activation, we designed an aligned brand identity that spoke to the key emotions Heartwork’s target audience likes to feel. The result was an aesthetic that informed an immersive digital brand experience—featuring ferocity and boldness every step of the way.

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Repositioning a Brand Phase 5 – Launch Strategy

After completing our creative direction and design process, we developed a comprehensive launch strategy that would allow Heartwork to emerge with high visibility. We also developed a  customer journey map that would continue to inform the brand experience and customer experience post-launch. Our work ultimately helped Heartwork imagine an exciting brand vision for repositioning into the spiritual coaching industry, reaching new customers, and scaling the business model. 

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Holly’s Experience Working w/Wild Womn Haus

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“Even though I’m a lifelong marketer, I knew I desired support from Tristan and her team as soon as we first connected. 

During the time I worked with Wild Womn Haus, I was so grateful to have a mirror and additional sets of eyes, experiences, and perspectives to help me redefine and rebrand my business. ⁠ 

Over the course of a few months, my revised mission, services, messaging and meaning all came together and we developed beautiful new assets to go along with all of it. 

Tristan is a talented strategist with a natural ability to see your magic and she over-delivered over and over. ⁠ 

I’m in love with what we’ve built together and so thankful for the support I received from the agency. Thank you Tristan & team!.” – Holly Burgess, Founder of Heartwork

Looking for Support?

If like Holly from Heartwork, you are pivoting your brand into new markets, we are here to help! If you’re interested to learn how the WWH team can guide you in bringing your big vision to life, we invite you to book a 30-minute Complimentary Call with our founder and lead brand strategist, Tristan Thibodeau. 

WWH Team Members on This Project

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Brand Strategist

Tristan Thibodeau is the founder of Wild Womn Haus and is a brand strategist for entrepreneurs in the wellness, beauty, and lifestyle brand industries. 

She specializes in helping companies create and maintain their image. She works with market research, industry analysis, and consumer trends to offer strategic insights for brands so that they can enhance their marketing efforts and grow their bottom line. 


Tristan also hosts The Wild Womn Hotline, which is a podcast that features expert-level conversations for growing your brand in bold and strategic ways.

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Brand and Web Designer

Meera Patel is a creative strategist and passionate designer specializing in brand/visual identity, web design (UX/UI), and print + digital collateral, including social media. 

She focuses on creating and fostering impactful and lasting relationships between brands and their customers in a multitude of industries, including entrepreneurs, oil + gas, healthcare, universities, fashion + styling, real estate, non-profit organizations, aviation, food + beverage, hospitality, and corporate consulting. 

Through strategic guidance and engaging visuals, Meera elevates her client’s online assets to increase brand recognition, ensuring their brand won’t be lost among a trend of ordinaries.

Want to read more case studies of brands we’ve helped to grow? Check out the links below!

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