case study of
Taj Avaje
Taj Avaje is a corporate trainer, transformational speaker, and holistic coach focused on leadership development, DEI, employee engagement, and deep personal growth. Earlier, her brand voice skewed spiritual and was often mistaken for traditional life coaching only. At the same time, Taj serves both organizations and individual professionals—delivering corporate workshops, keynotes, and 1:1 coaching—yet her messaging didn’t flex cleanly across those audiences. Our work centered on building a brand that honors Taj’s depth while presenting a clear, professional value proposition for enterprise buyers and an empathetic, results-driven path for individuals.
Objectives & Goals
Taj aimed to:
- Codify a mission/vision/values platform aligned to both enterprise and individual buyers.
- Differentiate from generic life coaching with a clear, outcomes-driven corporate training narrative.
- Build an adaptable messaging system: neutral, inclusive, corporate-ready for organizations; warm, soulful, and results-focused for individuals.
- Stand up a conversion-ready website with distinct paths for Organizations and Professionals.
- Elevate speaking as a primary offer with a robust topics menu, speaker intro/bio, and booking flow.
- Clarify services taxonomy and packaging (e.g., workshop pages, coaching programs, FAQs).
STEPS TAKEN
Brand Architecture & Positioning
- Positioned Taj foremost as a Corporate Trainer & Transformational Speaker who also serves professionals 1:1.
- Organized offers under “Believe You Me Transformation Agency” with two clear tracks: Organizations and Professionals.
Messaging Framework (Dual-Track)
- Master narrative: “Designing Change for Organizations & Individuals.”
- Corporate lexicon (performance, engagement, culture, inclusion) paired with Taj’s human, trauma-informed depth—without requiring “woo-woo” buy-in.
- Voice guidelines to pivot tone by audience while staying on-brand.
Website Structure
& User Paths
- Home page rebuilt to route by audience; prominent speaking
section and corporate credibility. - New service pages for DEI Workshops and Leadership & Professional Development Workshops (outcomes, process, FAQs).
- Individual program pages with clear CTAs and “How It Works” flows that reduce friction.
Offer Packaging & Flagship Workshop
- Productized “Keys to Clarity” career transformation workshop; defined audience fit, benefits, format, and integration options.
- Added post-workshop support options to extend impact.
Speaking Engine
- Built a speaking page with professional and personal topic umbrellas, audience fit, and booking prompt.
- Created stage-ready speaker intro, speaker bio, and a concise speaker kit.
Key Results
- Unified, adaptable brand platform that clearly serves organizations and individuals without diluting either message.
- Enterprise-friendly positioning (leadership, DEI, engagement) that retains Taj’s trauma-informed depth and authenticity.
- Clear services taxonomy and packaged workshops with defined outcomes, agendas, and post-engagement support.
- Speaking elevated as a core driver with ready-to-book assets (topics, intro/bio, kit).
- Website clarity with dual audience paths, stronger CTAs, and FAQs that pre-handle objections.
Before & After Comparison
- Spiritual/“Divine Feminine” bent created confusion for corporate buyers; offers perceived as general life coaching.
- No clean dual-audience path; speaking underemphasized; services blended.
- Corporate trainer & speaker positioning leads, with a distinct path for professional coaching.
- DEI and Leadership workshop pages with measurable outcomes; speaking topics and kit ready for event planners.
- Individual programs re-messaged around clarity, confidence, and getting unstuck—while keeping Taj’s signature depth.
impact
on Taj’s Business
The refinement positioned Taj as a credible corporate partner and a trusted individual coach, with messaging that adapts seamlessly to both. Organizations now see concrete value in culture, engagement, and leadership outcomes, while professionals feel personally seen and supported. This dual-track clarity strengthens pipeline quality, elevates speaking bookings, and creates a scalable foundation for workshops, coaching cohorts, and future community growth.
Disclaimer: Results vary based on individual effort, market conditions, and execution. The branding and strategy work provide clarity, positioning, and conversion assets but do not guarantee specific business outcomes.