Life Coach Jen Sexton needed a company name and branding that would help her stand out in an increasingly-crowded field. By leading Jen through exploratory “brandstorming” sessions, we were able to unearth a business identity that held deep personal meaning for the owner while also having universal appeal in the marketplace. Invoking how one feels listening to great music as a way to describe what it’s like to experience a coaching session, Jen had a genuine foundation from which to promote her business. Chiseling her website copy soon followed. And beginning her bio page with the bold declaration “I Am Your Favorite Song” serves to drive her brand identity and message home in a uniquely powerful way.