If branding isn’t just about pretty logos and websites, then what is it, really?

Here’s a visual of all the elements that make up your brand. Through our work, each of these elements will be connected and aligned to the true meaning of your business. Each of these elements will also be intentionally connected to each other, and then expressed with images and words that match your unique brand personality. From this place, you’ll get to share your message, and connect to your tribe, with confidence and authenticity.


The white circle center of the wheel above is the core of your brand. Specifically, who you are as a business (YOU), who you serve (YOUR TRIBE), and how you serve them (YOUR SERVICE). Think of the dark green intersection in the middle on the three-set Venn diagram as your brand’s unique DNA that runs through everything you do.


As you look to the next circle, you’ll see brand mission, brand voice, brand story, etc. As the (white circle) core of your brand takes shape, we’ll explore and incorporate any of these elements which apply to your business as you progress in the Brand Foundation experience.


In the Brand Identity circle, you start to create and define your logo, typefaces, photography, etc.—really any of these elements which apply to your business. Ideally, you’ll define these with authenticity and consistency, uniquely tailored to your brand. We’ll explore and understand how these elements can take shape for you, specifically, in Brand Expression.

In the outer Brand Application circle, this is where you start to share your brand. This is your touchpoint with your audience. This is where you connect with your tribe, using your elements from the Brand Identity circle. To be clear, you won’t create every single one of these pieces. Just the ones which beautifully suit your business. And as always, you’ll shape them in a way that’s uniquely aligned to your brand. Gem Seven Studio offers a custom done-for-you package for select elements.

“I know my worth. I feel free.”

Rei helped me discover a tool I didn’t know was missing—clarity. Since gaining clarity on what I do and what I offer, I feel authentic and genuine in my approach to things I’m working on. I’m clear on how to pitch my services.

Today, I have control over my schedule and work on my favorite types of projects. I know my worth. I feel free. And I stand confidently in my own business.

Artesia Balthrop, TV and Film Producer


Overall, the two innermost circles, these are the soul of your brand. The outer two are the “clothes.” It’s important to clarify the two inner circles first, because they inform all the outer pieces!

Without defining your core identity first, your brand can get disjointed. Piecemeal. And ever-changing. Like a teenager trying to find their identity—goth one minute, boho chic the next, and preppy by next week. And while this might have been appealing at 15, it doesn’t instill a ton of trust when you’re building a professional coaching business. Plus, the added insecurity, fumbled words, and cost of significant wardrobe (erm, branding element) changes are no fun, alongside the beautiful chaos of entrepreneurship.

But when you start with the inner circle, interweave the second circle, and shape Brand Identity and Brand Application elements to match, your entire brand becomes cohesive, authentic, and effective.

You convey authenticity and professionalism, and clients trust you. You feel confident sending every intentionally designed proposal. You go to a networking event, try your pitch, and it lands. You share your message, and have a much stronger chance of getting the gig. You feel aligned and connected to your own truth, and you have a professionally curated brand to set yourself apart from every other coach, and clearly communicate your value to others.

And the most important thing is, you’re able to make a difference in so many people’s lives, across the globe, for generations to come.



© 2020 Rei Perovic. All Rights Reserved.