FOCUS: BRAND MESSAGING DISCONNECT | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a nutrition expert see that casual storytelling and premium pricing rarely align, and cause disconnect.
The nutrition expert had built her practice around science-backed wellness. She offered consultations, personalised meal plans, and promised evidence-based guidance. To reflect her deep expertise, her fees were set at a premium level comparable to high-end consultants. Yet, despite strong engagement on social media, conversions into paying clients remained low.
The problem lay in her messaging. Her online voice leaned heavily toward casual lifestyle tips. Posts about “fun smoothies” and “cheat-day hacks” clashed with the authority needed to justify premium rates. For prospective clients, the story didn’t match the price. They enjoyed her content but didn’t perceive her as a serious, trusted advisor worth the investment.
The insight was that tone creates perceived value. While casual posts generated likes, they failed to convey depth. Premium pricing demands messaging that signals authority, trustworthiness, and depth of expertise. The expert’s story lacked gravitas, so her audience categorised her as approachable but not investable. This misalignment left her brand admired, but ignored.
I realised that a nutrition expert who wanted to charge a consultant’s fee needed to present herself with the precision of a clinician, not the cheer of a hobbyist. Storytelling had to evolve from quick bites to structured, evidence-rich narratives. Only then could the pricing feel natural, instead of jarring.
My big brand breakthrough was to shift her narrative from light lifestyle chatter to serious science with a human touch. Instead of “snackable” posts, the focus became in-depth guides, whitepaper-style blogs, and structured case examples. This didn’t eliminate accessibility, but it grounded her authority in expertise that justified the investment.
The big idea was that premium brands need premium stories. By aligning her voice with her value, she could make her pricing believable. This unusual pivot … moving from casual wellness influencer to authoritative consultant … redefined her positioning. It wasn’t about losing relatability, but about gaining credibility.
The new strategy was to build a tiered messaging ladder. Free content would still serve as light entry points … smoothie tips, snack hacks, everyday posts. But premium content was redesigned to signal investment-worthiness. Each blog, video, and consultation framework reinforced her seriousness and expertise.
Visually, her brand assets were upgraded with a more professional design language. Copy shifted to evidence-backed statements, client success narratives, and ROI-style framing of health improvements. This made her overall narrative cohesive: light at the edges, but solid and weighty at the core. Consistency between story and price became her differentiator.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Evidence-Based Blog Series: Long-form articles breaking down nutrition myths with references to peer-reviewed studies.
Premium Case Snapshots: Structured case studies highlighting client health transformations, showing tangible results.
Authority Video Briefings: Short but serious videos addressing trending health topics with expert clarity, not casual chatter.
Whitepaper Guides: Downloadable reports on nutrition science, aimed at executives and serious health investors.
Professional Testimonial Campaigns: Videos and written endorsements from professionals and executives she worked with.
Consultation Blueprint Content: Infographics showing the structured methodology behind her premium consultations.
Pricing Justification Stories: Blogs linking improved health outcomes to ROI (e.g., reduced medical costs, productivity gains).
Nutrition Science Webinars: Paid and free webinars with deep dives into specific topics, showing premium expertise.
Tiered Newsletter Strategy: Free tips for broad audiences, premium content for subscribers ready to invest.
LinkedIn Thought Leadership Posts: Authority-driven content designed to position her alongside healthcare consultants, not lifestyle bloggers.
Consultation bookings increased by 55% as premium perception took hold.
Average revenue per client rose by 40% with reduced price resistance.
Engagement quality improved, with more executives and professionals entering her pipeline.
Her brand was repositioned from casual wellness to authoritative expertise, restoring alignment with pricing.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re brand owner or manager seeking stronger brand performance, this Case Study Post I wrote could interest you: “When an AI Consultancy Caught Eyes but Not Commitments.“
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I worked on may resonate: “When a Salad Chain Offered Variety but Tasted of Confusion.“
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