CASE STUDY: EMYTH
A new strategy and messaging for the pioneers in entrepreneur coaching
If you’re an entrepreneur or enjoy business books, you’ve probably heard of The E-Myth, the classic, bestselling book that taught small business owners how to stop working in their businesses and start working on them. A decade before the book came the company: EMyth, founded in 1977 “to transform small business worldwide, one business owner at a time.”
With new leadership, a fresh vision, and plans for a revamped coaching program, EMyth needed a brand strategy, messaging, and look and feel to match. Based on quantitative research and dozens of interviews with coaches, clients, and prospects, Heirloom devised a brand strategy centered on EMyth’s unique ability to both inform and inspire business owners—a strategy summed up in the statement, “Lift your business. Love your life.”
Based on a comprehensive brand platform, Heirloom then revised the company’s brand voice and messaging, working with in-house writers to develop straightforward writing tactics, on-brand vocabulary, and a coherent set of messaging themes to capture coaching clients’ needs and the company’s true value.
In the words of Jane Peart, brand strategist at EMyth:
The strategy they built touches and strengthens every area of our business. … Sales have grown, and the brand’s image is much more closely aligned with its available services. Heirloom is knowledgeable and humble, and they keep projects on track with clear milestones. They provide authentic results within a positive collaboration.
BRAND STRATEGY, VOICE, AND MESSAGING: HEIRLOOM