Background
Bernadette Abraham, better known as “B,” believes in owning a positive take on life to live it right. As a qualified and experienced fitness expert, “B” brings new light into the era of health conscious women by giving them more than just countless workout repetitions and diet plans; B gives her clients the truth. Taking on a more scientific and steadfast approach, “B” provides you with the hidden facts behind food, exercise, diets and more, to teach you, in the simplest form, the right way to a healthy lifestyle. 

As a mother of four, “B” juggles a life of work, play, teach and love, giving hope to women that a busy life can be a healthy one, by finding the right balance and staying positive through every struggle. “B” vows to clear the clutter of the industry, and provide clear, honest and reliable fitness advice to create a lasting impact on health of today’s community and generations to come.

 

Challenge
As a self-financing individual without the support of a secondary income to help invest, Bernadette had a very tight budget. 

 

The online fitness community is saturated with personalities so getting noticed can be an up hill battle.

Though primarily focused on woman as her target audience, she also wanted to try attracting and engaging with a male audience as well as younger audience and so the branding needed to cover all these considerations. 

 

Bernadette is a self-serving and managed brand from Video editing, Bernadette does all Website management, Social media engagement and creates all her own Marketing materials. All of which the skills to be able to manage and produce were self taught, so any branding tools had to be then easily supplied and easy to use by Bernadette.

 

Solution
JPd was engaged to first develop the Brand Strategy and overall Brand Identity for B. Developing a positioning statement around her, ‘Be Positive’ would be the statement she and the brand would rally behind.

A simplistic and approachable symbol using a lowercase thick ‘b’ letter character with a hand scribbled ‘+’ to give a human touch, were created together for the Brandmark Bernadette would use. 

Requiring a brand that could be appealing to woman, man and children a range of colours were selected and applied to the hand scribbled ‘+’ symbol to create a series of brandmarks. Each version allowed Bernadette to have some creativity and flexibility with her brand in the future.

 

The success of the branding process from a strategy point of view, from her new tone of voice to her new creative look, allowed Bernadette to not only double her social media following; but also attract the attention of global sports brands. Today, Bernadette is proudly sponsored by Adidas throughout the UAE and GCC.