Fabienne Fredrickson and her team were preparing to evolve their business to reach more than a million entrepreneurs, expand their curriculum to include a more spiritual mindset, and better communicate a deeper sense of how they work with their business students to go beyond what they thought possible.
Originally named Client Attraction, the name did not capture the magnitude of transformation that their clients were experiencing. They needed a name and image that represented the impact they were creating with their clients and the unique community they were building. The goal of the new name and identity was to connect with their clients at a deeper level and inspire their team to fulfill on a bigger mission. Entelechy, the vital force and drive within each living thing to reach its full potential, was the word Fabienne used to describe her inspiration.
The new name, Boldheart, captures the change that happens within as being part of this business academy. Boldheart represents the individual’s disposition for not wanting to be status quo, but to actually do something great with their life. They want to be inspired to take action and break through the barriers that are holding them back and go beyond what they thought was possible — Activate your greatness.
What We Did
Finding the right name to represent what this program is about was critical. It is not your typical business school and it goes deeper than just a curriculum to teach entrepreneurs how to grow their business. Participants learn how to step into their greater purpose that leads to lifelong success. While working on the name, the process we used outlined common threads within the target audience segments. We leveraged a vocabulary matrix to form a unique set of descriptive words we leveraged to capture the common emotion and outcome associated with each audience. We also looked at the culture that was created and what stood out as key experiences that attracted people to Fabienne and her team.