ABOUT THE PROJECT

Dr. Kalpana DePasquale came to Guide My Brand wanting to more clearly define and establish her personal brand. “Dr. D,” as she’s known, was already a successful surgeon with her own ENT practice, a medical spa and a skin care line, but she was still putting together the pieces of a personal brand that could fuel her business and establish her as a sought-after expert.

Our initial charge from Dr. D was to create a new website to represent her personal brand, develop a strategy for a new blog, seek out guest blogging opportunities and exploring other avenues to establish her as an expert. In addition, we were asked to develop a social media strategy for each of her businesses and train her staff on implementing the plan.

As our engagement has continued, we’ve also been tasked with developing marketing strategies for her skin care line, Avanti Rx.

OUR ROLE

We began our relationship with Dr. D by discussing her long-term goals so we could establish a strategy for her personal brand. As we learned more about her businesses and the direction she saw herself going, we also learned about a valuable part of her story that was being left out of both her personal branding and the marketing messaging around her Avanti Rx skin care line.

Our initial work with Dr. D included selecting web design firm to develop her new website, directing the creative and writing the copy for the site. While the site was in development, we worked with Dr. D on a blog strategy so she could get several blogs ready to go for the site launch. We also developed a social media strategy, delivered a written plan to her staff and trained them on implementation. 

Once we established a new branding strategy for Dr. D, we met with her to discuss the integration of that strategy across all channels, from her social media to the radio show she appeared on weekly. We also began to work on the messaging around her Avanti Rx product line so that it aligned with her personal branding and led with the very compelling story we learned about why she created the line, previously missing from her marketing.

Since we began working with Dr D., we have launched her personal website, repurposed her radio show as a podcast, secured a feature about her in the Florida Times-Union, booked her as a guest on The Morning Show on WJXT, and successfully pitched her for multiple guest blogging opportunities, including the Huffington Post. In addition, we’ve convened a focus group to uncover issues with one of her existing business websites and identified revisions that should result in increased sales after updates are complete. 

With her branding and messaging for both her personal brand and her businesses now in place, we continue to move forward with our strategy to increase her visibility on a more national level and are excited for what the future holds.