KO Your Brand

Katrina Owens (00:01.544)
What's up guys and welcome back to another episode of KO your brand, the podcast for fame ready entrepreneurs. I'm your host, personal branding and public relations expert, Katrina Owens, founder of Knockout Directive, which is known for its PR and personal branding education. And I am so glad to be back with you. You know what I...

just like hate about being a business owner. It's honestly like the worst part.

The IT, the tech, the fact that every time I want to do this podcast, it feels like I'm testing my technical abilities every single time. And then to top that all off, earlier today, the printer wasn't working. I usually like to print out some reference notes for me to keep me on track. So if you're watching this on YouTube, which I really wish you would, I got a couple, like a handful of subscribers on YouTube.

I've recently like repositioned the camera so you can also see like Dexter snoozing. Okay, that's a bonus. And then you'll see I'm a little dressed up today. I'm wearing a blazer. It's because I did a media interview for the Canadian Digital Marketing Summit. So if you're listening to this, there are a couple weeks left to buy your ticket to head to the Canadian Digital Marketing Summit in Kelowna.

Absolutely love to see you there. I co-MC this event and it's so fun for me. So that's why I'm wearing my purple blazer if you're watching this. And to go back to my original statement, if you are watching this, you might notice that I often reference some notes. That's because I like to keep things profesh, right? I like to, you know, make sure I'm delivering all of the details because that's kind of what I'm known for.

Katrina Owens (02:02.53)
go in deep into the details on all things personal branding and PR. So when I prepare these episodes, I like to make sure I've got my notes ready. That's my type A. Yeah. So anyways, today it's just been tech, internet, the printer. I tried to pay a bill from one of my online banking accounts and then they thought it was fraud. And I was on hold for like an hour.

So it's been a whole like kind of glitch in the matrix kind of day, but so happy to be here with you all today. I hope you loved last week's episode about my origin story, but we are diving back into strategy, personal branding, and how you can start applying some of these principles to your own business today. Today, we're talking about one of the foundational strategies that I use with all of my one-on-one clients, the blue.

ocean strategy. if you're watching this on YouTube, I even came prepared. What's the ASMR thing that people do?

That's me tapping my fingers on the book. So Blue Ocean Strategy, do a little like show and tell on YouTube. This is one of my favorite business books and it was recommended to me as I was building my own personal brand. I actually had a mentor that said, you know, Katrina, you should read the book Blue Ocean Strategy because it sounds like a lot of the things that you talk about. And I think it'll make you

feel more convicted in the work that you do and it'll help you add some frameworks to it. So that's what I did. And I basically take the Blue Ocean Strategy that is written about in this book by W Chan Kim and Renee Malbornia. I hope that's how you pronounce that. Sorry Kim, if I, or sorry Renee, if I butchered that.

Katrina Owens (04:08.215)
But anyways, I apply the Blue Ocean formula to personal brands because that's what I actually believe you need to create a press-ready personal brand. So that's the formula and I'm gonna dive in to all of the details on that today. So if you're new to personal branding and you're someone that's like, I think I want a personal brand but I'm not sure where to start, this is where you start. So to take it back a little bit before we get too far into the details,

The premise of Blue Ocean strategy really is this. If you're doing business in a red ocean, it's because it's like filled of competition. All of the sharks are like chomping each other down, chomping at the bit and it's bloody and gross and it's an unsafe place to be. And if that's how your business feels, it's because you haven't yet found the Blue Ocean strategy for your brand. You haven't created your Blue Ocean brand essentially.

And if you're doing business in a blue ocean, it means that it's crystal clear waters, not a shark in sight, not a drop of blood in sight. And in my world, you're probably on like a mega yacht in the south of France, laying out with a margarita or an apparel spritz, because you've made it. You found the thing that makes you an expert, makes you a ton of money, and you really enjoy doing.

That is what my business is based on. I have a beautiful blue ocean strategy for my own business that continues to, you know, show me the rewards of doing this work. And that's what I'm here today to share with all of you. So a blue ocean strategy is really based on three fundamentals, your focus, your differentiation and your tagline. And blue ocean strategy, the book says,

to be a brand that really owns your market space and really starts to pave the way in your industry or in your market.

Katrina Owens (06:19.796)
Let me take that back for a sec. Camera's moving. Okay, let me, you can chop this part, but let me just.

Katrina Owens (06:38.862)
Okay, where am I gonna start from?

Katrina Owens (06:47.628)
I hate that you have to watch this Heather and like watch me struggle. Okay. We're diving back in. It's been a long day. It's been a long day. Okay. So.

When you have a blue ocean brand, you are creating opportunity and visibility and you're standing apart from your competition. You're not necessarily shouting louder. You just know exactly what you're known for, what makes you different and how to communicate that. So it really makes your job as a business owner so fucking easy. So let's dive into the three elements. So the first one is focus. So what I find with

people that don't have focus in their business is that you're trying to sell too many things. And I've been there. boy, have I been there. I mean, I know I've shared a little bit about how I used to own a marketing agency in addition to trying to grow my personal branding and publicity coaching programs. And honestly, when I was trying to sell all of those things at once was when my business was the most quiet.

And I was selling all of those things out of fear because I had just come off of my $20,000 revenue month last July. was the most money I had ever made in my business at once. And I didn't think that I could do it again. And I thought, okay, to be able to maintain all of this revenue, I must continue to add services and add different aspects to my business to really bulk up the revenue streams to be able to stay at that revenue level.

That was the 100 % wrong thing to do. And for months after that, I struggled to create social media content. I found it really hard to build any type of sales funnel. People didn't really know like what I did. They know I talked about like personal branding and public relations, but there wasn't the same authority and visibility that I have today. And it was just a really, really confusing time in my business, honestly.

Katrina Owens (08:55.126)
I didn't love what I was doing. The day-to-day work in my business did not light me up. And I knew in my gut, I mean, we've talked about this a lot, right? I knew in my gut that it was wrong, but I didn't know like what exactly I should be focused on. And that's actually like, if you're struggling with that, that's actually where I want you to start. So most of us think that the thing that we have to focus on in our business is either like,

the thing that all of our clients want from us, or the thing that makes us the most money, or the thing that we think makes us the most money. That was what I did. And how I encourage my clients to build their Blue Ocean personal brand is to start with the thing that you really want to be doing in your business. Now, there's a caveat here, because most people will say, well, Katrina, I just want to be a speaker.

So I'm gonna go all in on my speaking career. And to that I say good luck, because as a speaker, you need a strong personal brand. You need to be able to talk at length about one thing. And also as a speaker, you need to have a funnel. So once you get off that stage, whether you are a paid career keynote speaker or whether you're just using it for a marketing tactic, you need to tell people where to go next. Otherwise,

you're not going to be making recurring revenue from those experiences. You won't get referrals for more speaking gigs. Like what is the funnel? What is the goal? So what I want you to focus on is the thing that you love doing in your business that you want to be doing more of, that you're really, really good at and focus on that. So I'm gonna use a couple examples from some of the

participants that are currently doing my group program, Five Weeks Still Famous, the final cohort. So if you did not get in on this one, but you're like, damn Katrina, I need some help on my Blue Ocean strategy. I'm going to point you to the show notes where you can book a one-on-one discovery call with me. They're 15 minutes long, quick call for me to tell you where we can start to work together on building your own press-ready personal brand using the Blue Ocean strategy. So I'm going to give you a couple examples.

Katrina Owens (11:16.334)
from the women that I'm working with in this program right now. So let's talk about one of my clients who's a boudoir photographer. So she actually has a couple different businesses. She has her boudoir photography. She also does some other types of photography in the art space. I don't wanna give away too much information. But what we decided to focus on was...

her boudoir portraits, which are gorgeous, they're stunning. They are quite different than a lot of the other boudoir photography that you see out there. That's what she's really good at. It's what she's passionate about growing. And there is opportunity there. If she applies the Blue Ocean strategy, there's opportunity there. So for us, her and I working together was really easy for me to help her find her focus. Boudoir photography is a great niche.

That's the niche, okay? It doesn't have to get more specific than that in the focus, but the focus really is what are you spending your time doing? What is lighting you up? What do you want to be known for? And because this is the podcast for fame ready entrepreneurs, let's just say this, if you were to be famous one day, what's that one thing you wanna be famous for? That's your focus, okay? So once you have your focus established, you now need to be able to articulate what makes you different.

So in the Blue Ocean strategy formula, we've got focus, then we've got differentiation. We really want to describe to our ideal client, to our target audience, what makes us different from our competitors. So what sets us apart from all of the other sharks, so they stop chomping us down. So when we're looking at our differentiation, we want to start playing the comparison game with our competitors, which

If you know me, this is the only time I'll endorse looking at your competitors, but I want you to take a critical eye to your competitors and what they are talking about or how they showcase their work. And let me just lead with this.

Katrina Owens (13:23.306)
your competitors are not doing what you think they're doing. Every single time I do a personal brand strategy, it always comes down to the competitors and my clients are like, they have more followers, they're making more money, they've got more opportunities. And a lot of the time that's our own subconscious bias actually telling us that our competitors are better than us.

When most of the time when I look at competitors for my clients that are doing these brand strategies with me, the competitors aren't competing. They're just not. But we look at them because they are people that offer the same thing that we do. And we're like, okay, they must be taking market share from us. The other thing that I see people get wrong about their competitors is that you go to high level.

It's not uncommon for me to start working with a client and we'll do the competitor analysis part. And I have my client give me a list of the competitors that they look to in their field. And all of these competitors are people that are far more established in the industry. They might have thousands or even millions of followers when my client has like 2000 or even 200 followers. They might be people that have like

several different businesses because you know, it's a Mel Robbins who has established her place in her industry and she's now able to spin off into all these different things. I'm gonna tell you one thing really fast and hard. Those people are not your competitors. They might be your inspiration and they might be aspirational peers, but they are certainly not your competitors because

The person that wants to work with Mel Robbins on one-on-one coaching, I don't even think that's something that Mel Robbins does anymore, but hypothetically, the person that goes to Mel Robbins for one-on-one personal development coaching is not the same person that's going to you for your one-on-one personal development coaching, even if you feel like you and Mel Robbins have a similar vibe in the things that you talk about. Maybe you're also like, hey, let them, that's one of the things that I teach on. Great.

Katrina Owens (15:42.21)
Doesn't mean Mel Robbins is your competitor, We can't go too broad or too high level with this. Otherwise, we are missing the opportunity to differentiate ourselves among the people that we are truly competing with. The same thing goes for me. If I use my brand, for example, most publicist and public relations agencies at this point in my brand are not my competitors because the service offering is different. And that's because I've worked so hard on my differentiation.

And that's because I did not enjoy done for you public relations management. As an aside, it was kind of funny this week, I'm doing a little bit of PR outreach for an event that I'm partnered up with. And I do a little bit of pitching just in like a pro bono kind of relationship. And as I'm doing it, I'm like, I fucking hate public relations outreach. Because I just don't believe that it works anymore. And I'm doing it for this client because

The goal is not so much relationship building and trying to secure the opportunities that I'd be looking for if they were a personal brand. It's an event that's just looking to get the word out in the local community where the event activates. So there isn't a lot of public relations opportunities available for this particular event or business that wants the exposure. So we're just really looking for mentions and backlinks, which I'll get into in a different episode.

There are major SEO benefits to public relations. That's not really what I do, but obviously, you know, in the back end of things, sometimes opportunity comes up, or I have some long standing partnerships where I will still do some of this work for, you know, partners and sponsors. So that's that. But to go back to my original, original tangent.

your differentiation is so important. This is what's gonna put you in the blue ocean as opposed to the red one. So let's take it back to my client who's a boudoir photographer. I had her explain to me what some of the things that make her different are. So she said some of those things are her minimal retouching. She really lets the beauty of the person she's photographed shine through. So she's not.

Katrina Owens (17:59.512)
touching up freckles or removing things like that, unless the client specifically asks for it. She really tries to let the textures and things that make our bodies different shine through. She also has a very minimalist studio space. And I have to give this client major kudos because she did her homework. I said, go look at the competitors in your space. And she did. And she reported back to me and said,

one of my competitors has like a pretty visual space with like different elements. It feels a bit distracting. My space is super minimalist because I like my client to be the center of attention and to really be at the forefront of the photography that all these distracting elements. I was like, yeah, good one. So I'm trying to think retouching and retouching the backdrop and what was

the other thing. Let me just like take a quick, I'm going to take a quick peek because I want to get this right because I also know that this client is a listener. So I want to make sure I'm, I'm given her doing her justice here.

Okay, so we said the differentiator. the last thing was her exclusivity of working only with women. So when she went and did her competitor research, she noticed that a lot of her competitors don't solely do boudoir, but they'll also do wedding and engagement, elopement, maternity. And that's great, but that's not what she does. She's really focused on this.

these intimate photographs, portraits of women showcasing their bodies and feeling confident about themselves. So I thought that was a very, very well done competitor research. I was very proud of her for that. So I basically said, okay, we know what the differentiators are now. The retouching or minimal retouching, I should say.

Katrina Owens (20:01.608)
the safe space of working only with women. You don't have to think that, is there like a male that's gonna like walk into the studio? She doesn't work with men. That's just the vibe. And her minimalist studio. So that means that the focus really is on the client. So that's a very strong differentiator for her. So I loved that that's what she got to.

Katrina Owens (20:39.756)
Okay, so hopefully that gives you little bit of insight into differentiation and how you can start to think differently too. I highly recommend doing the competitor research and just taking a really critical eye to it or even share it with a friend, a trusted colleague, someone that understands the work that you do, by the way. Don't just show it to your mom and be like, hey mom, how is this business owner different than me?

You wanna share it with someone that will be able to give you a little bit of a critical touch point on like, this is why, these are some of the things that they're seeing. Maybe even sharing that with a trusted client that could articulate why they chose you over someone else. All of that helps you really get solid in what makes you different as a business owner. Okay, so the third piece of your Blue Ocean brand,

is your tagline. And holy shit, this is where people get all up in arms about like what words to use, how to say it. And the biggest mistake that I see is that a lot of the time we try to get too fancy with it. And the example, so I'm gonna just take you on a journey with like my own tagline first, because I referenced this in Five Weeks Till Famous.

I think last week when I was doing the first training. So when I started my business, I loved to lead with the, the tagline, helping business owners radiate big brand energy. And when I started my business on my personal brand, thought, wow, that sounds so fucking good. But the problem is people don't actually know what big brand energy is. So although it sounded good,

It didn't actually tell people like how I helped them, what made me different, what services I provide. And that's a problem because your tagline is supposed to immediately differentiate you and set you apart. needs to talk about your focus, tell buyers why they should care about you. Your tagline has a lot of responsibility. So it's in your best interest to get it right, but it does take time and it does take workshopping.

Katrina Owens (23:03.8)
So that was my tagline long ago. And then as I started to get better at this whole personal branding thing, I changed it again. So for a long time, I would say I helped business owners build famous personal brands using public relations. And honestly, that tagline served me really, really well. It really did. I've used that pitch on threads. I've used it.

To get on podcasts to speak in different communities People still will introduce me as that and that's totally fine because honestly it still gives you a pretty Pretty clear insight into what I do personal branding and public relations. I've really brought this word famous into my brand I've kind of become like known for using the word famous. Obviously the podcast fame ready five weeks still famous my

my group program, fame ready entrepreneur community that's coming soon. So the word famous has obviously become a big part of my identity. But because I am a business owner who is constantly looking to do better myself, I'm in a program right now that's preparing me for a very big speaking engagement that I'm doing in August.

more about that soon. But in that, the people that are running the conference are helping me get ready to get up on that stage. I've tried not to give too much away, but it's like weird to describe it without dropping names. So anyways, a couple weeks ago, I had them do an Instagram audit and help me figure out like, okay, is it super clear what I do, who I serve? Am I ready to get up on that stage?

when I'm announced as a speaker, are people going to understand what I do and how I help them? And that's when I was lovingly told, and this is something that I'd already known, but I was lovingly reminded how triggering the word famous is for people. So although it's part of my brand and it's a word that I use and I explain and I unpack, to have in a tagline,

Katrina Owens (25:25.268)
If someone has some feelings or subconscious bias as we usually do about the word famous or feeling famous, I might be inadvertently turning clients away without even knowing it because a lot of people think fame isn't for them. Obviously through my content, I show them that it is, but it's important for me to make sure I'm bringing in the people that understand I can help them feel this way too, right? So.

We've recently changed my tagline to be a bit more indicative of what I actually do. So let me read it to you now, just in case you haven't seen it yet. It's, I help you grow your visibility and become an instant authority. No publicist required. And that's my tagline right now. And honestly, it feels great because that's exactly what I do. Regardless of the stage of business that you're in, I help you grow your visibility. And then once your visibility is in a strong place,

That's when I can help you grow your authority and really all of my clients become instant authorities. They just do. One of my clients a couple of weeks ago posted on LinkedIn for the very first time following this blue ocean strategy. Journalists reached out to him the next day. That's an instant authority and that's the work that I do. And then no publicist required is a really important piece of that because I'm not an agency. This is the...

The mountain, the hill, I am now convinced I will die on. You do not need a publicist. You do not need a PR agency to do PR and to be visible and an authority in your space. Actually, it's a better investment if you just don't. If you learn how to do it yourself, if you know the tools and know what's available to you, you're gonna go so much further and you're gonna waste far less money. So that's my tagline. That's the journey that I went on with it.

And when you're thinking about your own tagline, there's a couple of things I want you to remember. So what I make my clients do is we do a purpose-driven tagline. So a purpose-driven tagline is this, I help X do Y through Z. That's kind of like the baseline formula. And the reason why I like to use that is because it's so applicable through like your Instagram bio or any social media bio. You can put it on your website.

Katrina Owens (27:49.474)
but it also translates as an elevator pitch. So an elevator pitch can sometimes vary by audience. That's the biggest differentiator for me between a tagline and an elevator pitch. I know other people might have different feelings on that, but that's really how I help my clients see the difference. So when we nail the purpose-driven tagline, that helps us become so much more clear on exactly what it is we do, helps people understand us.

us better too. So there's a couple things that I have my clients remember or think about when they're crafting their tagline. So a couple things that your tagline should include. Buyer utility. Your buyer should understand like the use that you provide to them. So when I talk about myself, I help my clients grow their visibility, become an instant authority. That's the buyer utility. So what do people get from working with you?

Should also be memorable or inspiring. Remember, we're not trying to use so many words here. So you might not be using like a million words to get this across. I like to say 10 words or less, honestly, around that. So memorable or inspiring. So helping people understand like what is the maximum benefit or what is like the...

the major transformation that they might get from working with you. So for me, that's that instant authority piece because like that's memorable. Instant authority, ooh, that hits. That's what most of us want, right? Avoid generic phrases. This is where some good examples I can give because right now in Five Weeks Still Famous, I've seen a lot of women workshopping their tagline. Instead of using this purpose-driven formula,

It's this more like let's string like five words together and you don't really know who you're talking to or like what you're providing. It's usually like flowery or abstract language, which honestly doesn't help you sell your services or bring ideal clients into your world. So we really wanna avoid generic language. So those are the things that you can think about when it comes to your tagline.

Katrina Owens (30:13.166)
Let's go back to the example. I love using this client example of the boudoir photographer just because I think this is like creating a blue ocean strategy in action. So let me pull up some of the options. So for her, she is still in the middle of workshopping this. So I'm not going to do her like final reveal, but

I want to show you kind of the journey that we went on. So after she was able to tell me her focus, her differentiation, I took all of that information that she provided me and I put it into ChatGBT and asked it to give me some tagline options. Yep, that's how to do it. But the caveat is do not just take whatever options ChatGBT gives you and start using them, okay? You need to use some discretion.

And really, maybe it's combining a couple different options, but let me read to you some of the different options that ChatGBT provided. So just as a refresher, she is a boudoir photographer. Her differentiation is that she does minimal retouching. She really lets the spotlight shine on the client in a minimalist studio. It's a safe space, a trusting environment. So.

With all of that, the other thing that she mentioned too about her ideal client, which I also put into chat GBT, was that she wants to speak to a woman who maybe has deprioritized herself in the past. So she wants women to help them, help themselves, put them back on the, on the priority list, right? And, and really give themselves this opportunity to like feel good in their body and do this portraiture. That's the word, right? Portraiture.

The session, the photography session, the photos, it's for themselves. It's not for anybody else. So with that, here are the options that ChatGBT gave. So a couple of different ones. I help women rediscover their confidence and see themselves as art through intimate, intentional portraits. That was one. I help women 30 plus reclaim their identity, confidence, and worth one empowering photo session at a time.

Katrina Owens (32:40.91)
Okay, option three, I create soulful boudoir portraits that help women feel seen, celebrated and confident in their skin again. And four, I photograph women who are ready to stop hiding, start celebrating and remember how powerful they really are.

All great options. None of them are quite perfect yet. So I sent that to the client. So in five weeks, still famous, she's able to like kind of brainstorm some of this with me, which is why this program is so awesome. I've been doing like tagline brainstorming all week. So I gave her these options and then there were some pieces that she wanted to incorporate or really wanted to make sure were reflected in, in the statement. So

She then took what I said and some of her thoughts, put it into chat GPT on her end, and then gave a couple more options. And I don't want to read them here because I don't want to give too much of her intellectual property away. But I want to share just the feedback I gave to her in our most recent conversation. So she gave me some options. They weren't all formatted in the I help or I create or.

the I statement, they weren't all in that format. So I said to her, I really want you to keep it purpose driven. We wanna keep it formulated in the I help. So that's the first adjustment that she's gonna go back and make. And then the other thing was that in some of the options that she provided, the words photograph or boudoir portrait were missing. So sometimes this goes back to like what I was saying about

generic phrasing. We go a little bit too broad because we want to feel artistic and creative, but then we actually miss sharing what we actually do. So I said to her, really want to make sure that the words photograph or photo session or portrait are in there. And then I said, I would also use the words boudoir portrait because that is your differentiator. So that's the homework that I gave back to her to do so that she can really start

Katrina Owens (34:54.776)
to put this tagline together, then it goes in her Instagram bio, it goes on her website, it goes into like her brain and her soul when she's introducing people, that's how she shares what she does. So that is really what that strategy and framework looks like. And honestly, I do the exact same framework with every single one of my clients. And honestly, it's this type of clarity, knowing your focus, knowing your differentiation and your tagline.

When you have that clarity, it builds momentum because now you know exactly what you're going to say to start going on podcasts, pitching yourself to the media, pitching yourself to speaking gigs. You now have everything in place that helps you convey the work that you do. And you start not to like stray away from that. I have another, another one of my participants is in the SEO space.

She's an agency owner, so she does SEO, but she also does like digital ads and some other marketing tactics as well. But she has a very unique expertise in SEO. So currently we're workshopping her tagline to really convey that one piece. Will that mean her clients care about that really specific tactic that she knows how to use and drive results? Not necessarily.

But for her going on marketing podcasts, speaking at marketing events, that is how specific she is going to need to get to show that she's different in the SEO space. our taglines are used for different purposes, but for her now building a personal brand in SEO and really becoming an industry expert, that's when you need to convey what makes your SEO skills different than somebody else.

bringing it back to me. That's why that no publicist required part of my tagline is so important because that's actually a key piece of the work that I do. Do not come for me looking for outreach efforts or like PR management because I simply will not offer it to you. hopefully that gets the wheels turning, gives you an idea of what you can do to start putting your own Blue Ocean strategy in place.

Katrina Owens (37:31.384)
I'll give you one more example of my client, because I kind of brushed over this case study earlier in this conversation. So one of my clients does some, I want to just say very unique work, but honestly, the work that he does isn't actually that unique.

He works in an industry that most people would say is over saturated, especially in the Vancouver industry. But when we were putting together his personal brand discovery, that's essentially the package that I offer that helps clients get really clear on their personal brand strategy. When we were working on that personal brand discovery for him, I realized that he had basically no competitors.

in his space. So he's someone who, from a company organizational level, has a lot of competitors, because his business operates in an industry where businesses like his are kind of common. But on the personal level, there was nobody in his industry talking about the things that he wants to talk about in his unique way. So that right there was his differentiator. That's why he

when he started posting on LinkedIn, like literally he did one post using this Blue Ocean strategy that we had created for him. Less than 24 hours later, he had a journalist in his inbox asking to do an interview on the topic because nobody else was talking about the work that he was talking about and having the opinions. I mean, people might have had the opinions, but no one was sharing the opinions that he has in this way. So that's what I call an instant authority because

He started posting, started showing his unique expertise and bam, journalists, press, and I know that will not be the last time that that happens for him. So when I talk about getting press ready, that's exactly what I mean. And I just wanted to use the next couple of minutes before we wrap up here to tell you a little bit about how I do this for clients because I offer a very unique service called the Personal Brand Discovery.

Katrina Owens (39:46.094)
and visibility intensive, which changes fucking lives. Okay? I've done about 25 of these now. I've been doing them for the past year. I do about three or four of them a month. And I've done them across industries. I've done them for yoga instructors, business coaches, corporate professionals, executives.

Who else? Like lot of different like people in the life coaching or coaching space generally, a lot of different marketing professionals. And if you've ever been like, damn, I really want to start speaking on stage or I really want people to know me for the work that I do. This is the service offering that you need. So in the personal brand discovery, we start with an interview session where I essentially interview you on the goals and the dreams that you have.

for your personal brand. This is when we eliminate the word realistic and just start dreaming about what you really wanna be doing in your business and what that looks like. Then I take all my information that I've learned from you on that session and all of your onboarding documents, I go away and my team and I put together an amazing strategy based on this blue ocean formula. So we dive into the focus differentiation, we create tagline options, and then we actually put

we actually put together the actionable strategy for you on how you now bring this to life online and offline. So we're giving you a social media strategy with actual content prompts that go so specific into your personal brand, because it's not enough to just know your focus and differentiation, right? Now you've got to know how to create very unique social media content that speaks to those things. So we actually include prompts that you could even take, like if

You could have like hundreds of prompts based off of these. You can actually take this entire strategy, copy it, paste it into chat GPT and have it come up with email funnels, offer ideas, social media content, literally anything that you need, landing page copy, whatever it is, you can take this strategy and have AI create so many personal brand assets for you that aren't just copy paste and generic because they're now

Katrina Owens (42:11.82)
tailored so uniquely to you. We do an ideal client profile. We identify what marketing platforms and tactics are going to be most beneficial to growing your business and bringing leads into your business. We do a website audit. We help you create visuals. So we give you a mood board for what your brand really needs to look like to become the authority in your space. So that's what that offering looks like. Once that strategy is done, we then meet

Again, either in person, if you're local to the Vancouver area here in Canada, or you can like, you know, we can meet in a different location, or I've had clients actually fly me to them to do all of this work in person in a very like intensive 48 hours. And after that, I've changed the program now to offer three months of visibility coaching to make sure that all of the action items in this strategy are bringing you closer to your goals.

So the way that I've run it in the past, which honestly still really drove results for clients was, okay, here is the strategy, here you go. We can do a follow-up call after 30 days to see how it's landing. And that's how I used to run it because I wanted to keep it at a price point that was accessible for people that were just starting to build their business. But what I noticed was a lot of my clients wanted to stay with me after that.

So they're like, no, no, I want you to review all of my content. I want you to be available for questions if I have them. I want to continue to brainstorm new ideas. So I had to redesign the service offering for the action takers, because you know I love an action taker. So I had to redesign the service offering a little bit. So now, once that strategy is done, we then do three months of biweekly visibility coaching sessions.

you no longer have to like add that on. It's built into the program. And that's why I can hold you accountable to bringing that personal brand to life because level two of my coaching, which is something that I'll talk about in a different space or a different episode, should say level two is publicity coaching to build your authority. So that's really when we dive into like pitching the media, getting you ready to speak on stages and all of that.

Katrina Owens (44:35.458)
But most clients I work with actually don't have a personal brand yet. So we need to do this initial groundwork, put the strategy in place. I do all of my own competitor research for you to understand what your focus and differentiation should be. And I get you really, really ready. This is what I mean, press ready, fame ready. This is the one-on-one program where I get you ready to build your authority and to become an instant authority. So.

If that's something that sounds interesting to you and you're like, yes, okay, I'm ready to invest in my personal brand. What I would love for you to do is to head to the show notes and you can book a one-on-one discovery call with me. This is where I'll walk you through the program a little bit more and assess if you're a good fit for the program. At this point, I work with clients who are ready to take action, who are ready to step up to the plate and embrace.

the visibility and really like overcome a lot of the visibility wounds or traumas that we might have, we go through it together and I'm there to be your partner in it all. So if that sounds like the kind of support that you need, head on over to the show notes to book a discovery call with me where I can run you through all of that. So that's all I got for you today. Let me know if you start using the Blue Ocean strategy in your own business to grow your own personal brand.

send me a DM, send me an email to let me know how that's going for you. I also, just before I jump off, I'll also include in the show notes a link to my Fame Ready free challenge. And the reason why I want you to sign up for that is because day one of the Fame Ready challenge is a blue ocean exercise. So I have some journal prompts and some tagline frameworks that will be sent straight to your inbox.

So you can start to like take some of the ways that I would work with you one-on-one and start to apply them to your own personal brand to see, you know, how my mind works a little bit. So I'll include that link in the show notes as well. So you can sign up for that. We dive right into that on day one of the the fame ready challenge because the blue ocean strategy really is the most important piece of becoming a famous personal brand. So with that.

Katrina Owens (46:52.544)
Make sure if you love this episode to share it with a friend, subscribe, leave me a five star review you guys on Spotify, on Apple or wherever you listen to podcasts. If you wanna see me, my beautiful face, sometimes I like dress up and wear a blazer like I am today. I've like adjusted the setup here so now you can see Dexter and all of his like napping glory. You can subscribe on YouTube as well. Make sure to follow me on Instagram. My handle did recently change.

It is no longer at Knockout Directive. You now wanna follow me at Katrina Owens PR. That's where you can find me. KO your brand on Instagram is where you can find the podcast. Learn more about me and my service offering at knockoutdirective.com and I will see you all next week. Toodles.