My name is Simone Bessa and I am a Brand Strategist.

Please, see below my work process.


To see the final designs from other brand strategy projects, please see my Behance page.





Rebranding an Athletes Center


Baseline Case Study


Back Story

Three personal trainers decided to stop relying on their personal brands and find the voice of their Fitness business.



Website Home Page
Lack on communicating to the audience who they are, what do they offer and to whom. emotional connection with their audience. No mission or vision for the business.

There is a list of features on the website, but don't say what problems they solve.


Social Media
Overall, Three Tools social media and online presence reinforced the original problem: too much focus on each trainer's personal brand, neglecting the overall brand for the business.





To effectively craft a brand, first, we need to understand who the business serves. what those people care about, and their experiences when they engage with the brand. 


user segmentation

User segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics.


customer's persona

A customer's persona is a real or fictional representation of your ideal customer, based on real information about your existing or desired customers. Creating personas is a beneficial way to understand and recognize the likes and dislikes of a consumer group.



Brand Strategy





Age: 38
BA Nursing - works at Kaiser
Kids - newborn & 4 years old boy
Household annual income: 150K
Santa Rosa: born and raised

Brand Strategy





Drinks wine
Gets her nails done
Gets her hair done
Loves makeup
Loves concerts
Likes outdoor Athletics

Brand Strategy


Marriage in serious trouble since they don’t connect.
She puts her kids, husband and everyone above herself.
Lack of self-identity. Low self-esteem.
No recent recognition.
She has a weight number she chases.
She wants to be someone again.




  • Wants to feel pretty again.
  • Improve her self-esteem & confidence.
  • Be noticed by her husband.
  • Understand nutrition.
  • Be a good mother and wife.
  • Workout her body and lose the baby weight.



  • Help her feel a sense of accomplishment and build up her self-esteem.
  • Progress.
  • Encourage personal growth.
  • Make her be part of the community.
  • A sense of belonging and emotional support).
  • Chase her goals, with purpose / intention.
  • Show her that not all training programs are equal.
  • Focus on personalized solutions not problem.


  1. Lead with empathy.

  2. Emphasize knowledge and capacity to adapt to each individual needs. (feel special).

  3. Provide a sense of acceptance and belonging.


Katie's Purchase Funnel

From awareness to advocacy, how users find you, trust you, and like you enough to share about you.

This model is important when generating content for your marketing as it provides a method of understanding and tracking the behavior of an average customer throughout the sales process.


With the purchase funnel, we learn the persona's mindset, not only on each step of the purchase process but after the sale, through the relationship and loyalty phase. This exercise provides us clarity on where to find your ideal customers, what kind of marketing channel you should use, what kind of message you need to communicate more effectively and what kind of behave you should expect from them.


Messaging resulted from the purchase funnel exercise.


The next phase is where we dive deep into the Brand Personality. Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. 



Brand attributes are a set of characteristics that identify the physical, character and personality traits of the brand, similar to the attributes that allow us to consistently identify individuals. 


Brand Attributes



A brand’s personality is derived from keywords that best describe your brand’s character as if your brand was a person. You think about how your brand wants to be perceived by the public to build an emotional connection with your customer.




Brand Purpose



Higher Purpose - The "Why" to the Brand's "What". In the statement of Higher Purpose, the brand expresses its deeper motivation or the “why” behind what they do.



Your position in the marketplace. Who you serve, what value you bring, and how you do it in a unique way.


"Fitness community that provides personalized training and workshops to goal-driven customers in a virtuous environment with a knowledgeable voice, helping them feel empowered, and reach mental clarity".



A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced and acquired. The simpler, the better.


"Providing goals-driven people the freedom to live a confident and healthier life through versatile, efficient, tailor-made training".



Your company's vision should communicate what you want to accomplish, how you intend to change and improve people's lives.


"To inspire freedom to live life to the fullest".

Mission Statement


Your company's mission statement is a concise and specific message that explains how your company will reach the vision. Vision is the big picture, Mission is the tactics of how you will get there.


"A supportive fitness community, that ensures the integrity of nutrition and fitness training. Our main motivator is to protect and care, while driven by our need to educate and explore the best way to serve each individual. We understand that with the right support and guidance, anyone can have achieved their goals".


Brand Archetype


Archetypes are based on Swiss psychologist Carl Jung’s theory that humans have a basic tendency to use symbolism to understand concepts. Applying an archetypal approach helps to set the stage for the kinds of experiences and relationships you have with your customers. 

The Brand is the adventurous and wise protector. 


The brand's main motivator is to protect and care, while driven by their need to educate and explore the best way to serve each individual. Their story relates to the ones that need recognition (like The Nurturer), so they can educate and inspire (like The Sage). They do this exploring tailor-made nutrition and workout solutions so that their customers feel supported and educated as they try new exciting things (like the Explorer).


Brand Strategy results_

The result is sent to the client as a PDF file.

Brand Strategy

At the end of the Brand Roadmap, there is a list of actions for the next steps, prioritized on how urgent and desirable they are. For some brands, it makes sense to start with their website, for others, crafting their e-mails for an e-mail marketing campaign.


For the Three Tools, the urgent matter was their name.


Below, is the naming workshop deck.

Naming Brand

Going back to their x-factor, they are capable of studying you as a unique individual and setting a foundation for effective training that your body will actually respond and have results.


Here is the line of thought that lead to the new name:


There is a line between feeding your body and understanding nutrition. There is a line between working out and getting results. We help you cross the line. Each person has a unique body. Effective training is built upon crucial Baseline information.


The goal for the logo is to create an environment for young moms to feel safe and empowered at the same, not alienating the man that comes along with their wives. The letters are striking and strong but also can be used outlined, giving it a lighter touch. The strong bright colors can be used loosely, adapting the logo to each marketing piece, depending on the tone of the messaging and the feeling we want to evoke.