case study of
Taj Avaje
Taj is a holistic life coach whose mission is to support women on a journey of self-discovery and emotional healing by reconnecting them to their authentic selves. Her coaching centers around the concept of the Divine Feminine—a framework for emotional intelligence, intuitive leadership, and personal alignment that informs how women show up in their relationships, parenting, careers, and personal growth.
Although deeply connected to her purpose, Taj initially lacked a clearly defined brand identity. Her work was occasionally misinterpreted as traditional career coaching, which did not reflect the full scope of her spiritually rooted and emotionally transformative approach. Seeking clarity in her positioning and a stronger connection to her audience, Taj entered the brand strategy process with a desire to express her work authentically and expand her reach.
Objectives & Goals
Taj began the branding process with the following intentions:
- Clarify her identity as a holistic coach focused on emotional healing and feminine embodiment.
- Differentiate her services from traditional life or career coaching models.
- Clearly communicate her focus on helping women thrive in their roles as mothers, partners, and leaders—by reconnecting to their inner selves.
- Develop an Ideal Client Profile based on the emotional, spiritual, and lifestyle drivers of her audience.
- Create a concise brand introduction for live events and networking settings.
- Balance spiritual language with practical messaging to connect with both individuals and aligned organizations.
STEPS TAKEN
Clarifying Brand Identity and Positioning
Taj’s brand identity was restructured to center on spiritual wisdom, feminine healing, and emotional growth. Her message was reframed to highlight her unique offering: helping women heal trauma, cultivate emotional resilience, and realign with their authentic selves. The coaching work was positioned not as generalized life advice, but as a transformative journey toward self-actualization through the Divine Feminine lens.
Developing a Strategic
Client Profile
An Ideal Client Profile was created using psychographic insights and market research across several coaching niches. This profile focused on women who are:
- Spiritually aware and growth-oriented (ages 25–55)
- Often successful in their external lives but feeling emotionally disconnected or depleted
- Mothers, nurturers, or creators who have lost pieces of themselves in service to others
- Seeking to transition from survival mode to sovereign self-leadership
This clarity gave Taj direction in tailoring her language, services, and content strategy.
Crafting a Brand Hook for Public Engagement
To support Taj’s visibility at live events, we developed a concise, emotionally resonant brand statement:
“I help women heal past traumas and embrace their Divine Feminine, empowering them to navigate life with grace and authenticity.”
This statement was created to spark interest and align with her ideal audience’s emotional and spiritual journey.
Aligning Personal Transformation with Organizational Relevance
A key part of the process included shaping language that resonated with both individual clients and mission-aligned organizations. This gave Taj the flexibility to speak at retreats, partner with wellness-forward companies, or collaborate with women’s empowerment initiatives, all while maintaining the authenticity of her voice and message.
Key Results
- Greater clarity in her brand identity, centered on healing and feminine embodiment.
- Improved confidence and consistency in explaining the value and depth of her work.
- A clear Ideal Client Profile that informed her messaging, service development, and content direction.
- A brand statement for use in public speaking and networking environments.
- A messaging framework that allows her to engage both individual clients and aligned organizations.
- A solid foundation to design future coaching offers and retreat experiences aligned with her refined brand.
Before & After Comparison
Taj had a powerful mission but lacked the language and structure to communicate the depth of her services. Her offerings were often misunderstood or misaligned with her intended audience.
Taj now has a clearly articulated brand rooted in emotional and spiritual transformation, a powerful brand introduction, and a well-defined audience profile. She is better positioned to attract aligned clients, speak confidently about her work, and build future offerings with purpose and clarity.
impact
on Taj’s Work
The brand refinement process provided Taj with tools to clarify and express the true essence of her work. With a focused brand message and Ideal Client Profile, she is now able to develop coaching experiences, retreats, and content that resonate deeply with her audience. She feels more aligned in her messaging and better equipped to communicate her value in both personal and professional settings.
Proven Results,
Extraordinary Brands
Disclaimer: The outcomes described in this case study reflect Taj’s individual experience following the branding process. Results may vary based on multiple factors including client engagement, marketing execution, and program development. The brand strategy process provides clarity, positioning, and messaging tools, but does not guarantee revenue, audience growth, or business success. Any statements about outcomes reflect the client’s own perspective and are not typical or guaranteed results.
