5-Step Brand Strategy Guide for Birth Professionals

I've wanted to have a website designer and brand expert on IBP for a long time, and I'm so happy I get to introduce you to Cassie Gudmundson of Reux Design Co. today. In this post, Cassie will be sharing some actionable tips you can follow to begin working on a unique brand for your birth business. Enjoy!

Every birth professional knows how important branding can be for their business. We live in a digital world, and even if you use word of mouth & referrals to grow your business, a brand is your home online. But how often do you stop to think about the strategy behind your brand?

It’s not enough to have something that looks beautiful. Your brand design has to be strategic, showcasing your individual values and connecting you with the clients you can serve best.

Over the past 4 years of running my studio, Reux Design Co., I’ve developed a purposeful, in-depth brand & web design process that starts with Brand Strategy.

Today I’m sharing that exact 5-step process for you to use in your birth business. It’s a time to dig deep, gather information and lay a foundation for your brand, so that you can flourish with a sustainable, successful business.


The 5 Pillars of your Intentional Brand Strategy

These are the top 5 things to think about when crafting an intentional brand strategy for your business.

The goal of your brand strategy & design

It’s so important to know what success looks like, in your eyes. So often, we look around to see what others in our industry are doing which can cause us to lose sight of our own core values & goals.

There are measurable goals such as attracting more clients so you can make a sustainable income. But often, there are immeasurable goals as well. Things like encouraging more people towards supportive birth care, reducing fear and trauma around childbirth, or making a positive impact on families in your community.

Who you are dictates your branding

You have a unique story, core values and ideas that you bring to your business! I’ve found, after working with so many clients, that digging into who YOU are brings a lot of insight to your business. Give yourself permission to have a brand that represents you.
This is also a great time to get specific with your goals and what sort of life you see down the road (dreaming big here!). We want to build a business & brand that works towards your long-term vision.

Your ideal clients are at the core of your Brand Strategy

AKA who do you serve and how! Defining your ideal client (or niche of clients) can be so helpful. At the end of the day this is who your brand & website should attract. So of course, we need to know about them. It’s so tempting to say “I want to help EVERY woman have a positive birth!” but being vague often means your brand won’t speak to anyone.
What are your unique strengths as a birth professional and what women or families would benefit most from working with you. Who do you love to work with? Getting specific here is so helpful in creating a brand that is not only beautiful but strategic.

Notice The Market / Competition

Next, we have to think about others in your field who are trying to reach similar Ideal Clients. It’s so powerful to have a brand & website that is completely one-of-a-kind and reflects *you*. If we have an idea of industry standards, that can help to develop a brand strategy that sets you apart from the crowd to showcase your unique offerings. Notice how you can show up online in a different way.

Define a Visual Direction for your brand

Lastly, the fun part. A visual direction and moodboard! I’ve shared in the past how and why I put together a moodboard for each project. My clients often love this part of the process when we’re able to take all of the info and strategy gathered above, and create a visual direction that represents their business. This is also considered the foundation for the brand design, making sure that the designs are best suited to their holistic business.

When you’re doing this process on your own, think of what colors, fonts & graphics can represent your brand. What core values did you discover through the Brand Strategy process, and how do you want your ideal clients to feel?

If you need more guidance, I’ve written 2 blog posts about choosing fonts & choosing colors to help build a purposeful, client-connecting brand. So go read those as well!

Putting together an intentional brand strategy can mean all the difference between a brand & web design that help you reach your goals, or one that feels inauthentic. Do you have a brand strategy for your business?

Building a brand with intention can sometimes be overwhelming! Let me help you break it down with this free Brand Design Checklist, with everything you need to brand your birth business!

Cassie Gudmundson is the founder of Reux Design Co., a studio that provides impactful brand & website design for purpose-driven business owners. Over the past 4 years, I’ve worked with 75+ diverse women in business, and now focus on supporting pregnancy, birth & postpartum service providers through thoughtful design.

Reux Design Co. is rooted in the belief that you create a brand & website that ticks all the boxes — strategic AND beautiful — so you can grow a mindful community, feel confident in your impact & build a financially sustainable business along the way.

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