She Shines On

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She Shines On

Who they are: She Shines On is a dance tour company that works to inspire girls’ confidence.

What they do: Dance is the entry point for the girls who She Shines On works with, but their vision goes much beyond that.  The company uses their tours to instill confidence at a crucial juncture of their girls’ lives, forge lifelong friendships, cultivate life skills so they will be empowered as they enter adulthood, and provide personal and professional opportunities to help them grow.  It makes us at Brands for the Heart say: “Wow!”

Why we worked with them: When we met the visionary Kim Davey, her company was known as World Class Dance Tours, and it was at a crossroads many businesses find themselves at. The company had a track record of success and was slowly growing.  Things were good, but Kim is the type of leader that strives for extraordinary. So Kim needed to make a decision: continue on her current course or do something to boost her baby to the next level. For many businesses at this juncture in the road, branding can make all the difference. That’s where Brands for the Heart comes in!

How we transformed their business: One of the first things we do when working with an already successful company looking to get to the next level is listen to what their customers are saying about them and search for disconnects that have risen along the business’s path since it started.  When company’s grow beyond a certain point, they tend to outgrow their brand because what makes them uniquely different isn’t being communicated impactfully. Often brands are set up to be quite functional, but fails to capture the emotional bond with its customer. One of the first items we tackled for Kim was their business name, World Class Dance Tours. Their original business name was okay, but it didn’t differentiate their market position based on Kim’s deep desire to impact girls confidence and based on the very functional names in their industry their name was falling into the clutter. We renamed the company, She Shines On which was the result of a long discovery process that included customer research and a revised brand identity that captured the essence of Kim’s vision as well as what matters to their various audience groups.  

Renaming is rarely easy, and any attempt to reposition in requires bravery and commitment your mission and vision. The renaming of She Shines On did ruffle some feathers, but at the end of the day it’s true to Kim’s mission and vision to inspire girls confidence.  Being bold and asserting decisions for the sake of the mission are a must when you’re taking your business to the next level. The team and especially the leadership at She Shines On should be commended for embracing this route.

The bottom line?  She Shines On launched its new name and revised brand identity design in Spring 2018.  Stay tuned … they’re primed to make it big time!

Services We Provided

  • Renaming
  • Clarity on purpose, vision and values
  • Brand strategy
  • Positioning strategy
  • Tagline + messaging
  • Brand identity design
  • Website design and development
  • Copy writing for website, email marketing sequences, advertisements etc.
  • Environmental design
  • Merchandising design
  • Posters, sales kit and other promotional design
  • Sales funnel design, copy and implementation
  • Brand, marketing and sales strategy integration
  • Hiring support and recommendations

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