When business coach Alex van Ginneken wanted to strengthen his brand he knew one thing for certain: his message was powerful but his outward presence lagged behind. Personal branding for Alex therefore became not a superficial design project but a strategic programme in which we rebuilt his brand from the inside out.
Alex coaches entrepreneurs who want to grow their start-ups and scale-ups quickly. He wanted to project more authority and professionalism in a market full of coaches.
Over several sessions we worked on a brand strategy that aligns 100% with his ambition and personality and target audience. No empty slogans or mood boards full of stock images but a concrete foundation on which everything rests. During a strategic session we mapped out the heart of his brand. Alex turned out to be a combination of Ruler and Explorer. He makes his own path. He explores new technology. And he inspires others to realise their full potential.
We developed the tone of voice and the value proposition and the personas. We captured his journey as an entrepreneur in a branding and business roadmap. After that we translated it into a brand identity that projects calm and authority and energy.
The logo exists in two colour variants with the tagline Think big. Start small. Scale fast. The brand guide sets out the colours: dark blue and white and blue and mint green and light blue. For the typography we chose Open Sans and Ivy Presto Display. Alex was photographed in the library of the Forum in Groningen.
Alex describes the calm in the conversations as one of the things he valued. For his podcast there was a banner for social media about a journey to Antarctica. For his book Super CEO a mockup with his portrait and the tagline.
The outward presence travelled through to his products. The presentation of the All-in Mastermind with eight live days and hotseats and insight talks. An e-book about entrepreneurship with AI. A first concrete result: more than 3,000 downloads of his e-book 100 lifestyle hacks for Super CEOs.
“Mijn zoektocht naar een grondige aanpak van mijn merkstrategie leidde me naar Fitbrand. Ik wilde mijn branding en positionering opschalen, en had behoefte aan een doorgewinterde professional die naast me kon staan als een betrouwbare sparringpartner.
Alex van Ginneken
Online Business Coach
