FOCUS: BRAND MESSAGING DISCONNECT | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a family counsellor replace personal trauma sharing with professional training that built credibility.
This experienced family counsellor specialised in helping parents navigate complex relationship challenges. In workshops, webinars, and social media posts, she leaned heavily on her own past trauma to connect with audiences. While the intent was empathy, the depth of these disclosures sometimes left participants feeling emotionally drained rather than professionally guided.
Her brand voice blurred the line between personal catharsis and professional expertise. Audiences seeking practical strategies left with moving stories but few tools they could use, and over time, her reputation became that of a “good storyteller” rather than a sought-after trainer.
The emotional connection was real, but credibility and value delivery suffered because the focus stayed on her experiences rather than the audience’s needs. Feedback from event organisers showed that while attendees found her relatable, they didn’t see her as an authority who could provide tangible solutions.
It became clear that her messaging needed to shift from self-disclosure to skill transfer … building emotional engagement, then quickly pivoting to actionable content.
My breakthrough idea came with reframing her positioning as a trainer first, empath second. Her own story became a brief, purposeful opener to establish context, followed by structured frameworks, real-world examples from anonymised client cases, and interactive practice segments.
By limiting personal references to under 10% of any session, she kept the emotional hook without overwhelming her audience. She was made to realise that to be a great trainer did not need oversharing … in fact saying too much about her own story was a distraction.
I developed a brand messaging architecture built on a three-step model: Hook, Teach, Apply. In every talk, post, and workshop, she began by hooking the audience with a concise, relevant anecdote that established emotional connection without delving too deeply into her personal story. This was immediately followed by clear teaching of the core skill or framework, giving audiences tangible knowledge to work with.
The final step was to apply the learning through interactive exercises or take-home assignments, ensuring the audience could implement what they had learned. Her social content was repositioned to include short training videos, carousel posts with practical tips, and downloadable resources, making her expertise instantly visible and actionable.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Skill-of-the-Week Videos: 2-minute clips demonstrating practical conflict-resolution techniques.
Before-and-After Roleplays: Side-by-side comparisons of poor vs. effective communication.
Framework Infographics: Visual summaries of her proprietary training models.
Client Case Simulations: Anonymised scenarios turned into audience exercises.
Downloadable Checklists: Step-by-step guides for common family challenges.
Interactive Webinars: Live Q&A segments applying training concepts to audience questions.
Podcast Guest Spots: Speaking on family dynamics with a focus on training takeaways.
Myth-Busting Posts: Correcting common misconceptions about conflict resolution.
Mini Challenges: 5-day online challenges to practice a specific skill.
Email Micro-Lessons: Weekly tips delivered as short, actionable training bursts.
Event re-bookings increased by 50%.
Social engagement shifted from sympathy comments to active skill-related discussions.
Client leads grew by 35%, driven by training-focused content.
Her reputation evolved from “relatable speaker” to “leading family skills trainer.”
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: “From Clerk to Partner: How a Payments App Made a Turnaround.“
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I worked on may resonate: “When Hiring Outran Culture and the Brand Lost Its Footing.“
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