Brand Case Study: Nichole Pitts of Ethintegrity

Nichole Pitts, Founder of Ethintegrity, is a DEI, Ethics & Compliance Strategist and Consultant helping forward thinking organizations become conscious change-makers. She joined my Brandpolish Academy course to elevate her brand and I want to share her experience & game-changing journey in this case study.

What were your biggest branding challenges before you joined THE BRANDPOLISH ACADEMY? 

My biggest challenge was figuring out my niche (i.e., the special sauce that makes me the go-to person to help my clients) and identifying my ideal client. When I started my business, I wanted my website to blend with the traditional “corporate” look since I worked with many in the legal profession. And my approach to making money was to serve any organization/individual who wanted to pay for my services. Sometimes it was amazing, but other times it wasn’t. And I realized I needed to figure out the type of organization/person I wanted to work with and exactly what I wanted to do. 

What were some of the biggest benefits from your journey in THE BRANDPOLISH ACADEMY?

When I signed up for BPA, I thought it would focus on helping me update and refresh my website. So I was surprised when that was the last module. Ha! BPA (and Hilary) taught me how to figure out whom I wanted to work with (my ideal client) and how to zero in on how I (and my business) could best serve them and market to them. This was HUGE for me because, through understanding whom I wanted to work with and how to speak to them, I found my own voice.

My second AHA moment was realizing that I wasn't actually selling on my website. I'd state my services, but I needed to clearly articulate my client's obstacles, how my business could help them, and the benefits of working with me. 

The BPA modules are structured in a way that starts with finding out who you are (values, vision & mission statement), whom you want to work with (ideal client) and how to connect with them. Ultimately, I had an incredible Brand Guidebook that was invaluable. I send it to my brand photographer and use it repeatedly when creating content or updating my website.

How have you already put your brand strategy to work for you?

I updated my website to make it more authentic and targeted to speak to my ideal client. Instead of a more sterile "corporate" website, I changed the language to talk to them instead of at them.

I've also changed the way that I approach content. I use my brand strategy as my "north star" to ensure that my content is consistent with my values & mission and the wants/needs of my ideal client.

This process has also empowered me to take some risks and start my own podcast!

What tangible results have you had in your business since getting clear on what your brand stands for and how to position it to your audience?

I’ve been able to position myself as a thought leader and go-to expert on a larger scale. People are also clear on what I do, and I can articulate the value of my services succinctly.

I’ve learned to say no to potential clients who may not be a good fit and expand my reach to potential clients in industries and areas I previously hadn’t considered or marketed to.

The most significant tangible result is that it has made me think entirely differently, allowing me to connect more authentically with everyone (regardless of whether they are potential client or not) and increase my visibility.

What are you most excited about for your brand after being part of THE BRANDPOLISH ACADEMY?

I am finally confident in my brand and what I offer. I started with imposter syndrome because while I knew the subject matter I was offering, I didn’t know how to find clients or run a business. It was a bit overwhelming, and I was trying everything.

BPA helped me gain confidence by leading me through the exercises of figuring out the basics. I am excited about my brand refresh and have many people commenting on it. I am excited to create & share content and branch out into new spaces.

If you had to tell another entrepreneur OR business owner why it’s important to work on their brand strategy, what would you say?

Having a brand strategy gives you the clarity & confidence to run your business and not have it run you. By that, I mean you can understand the ultimate value that you bring to your client (and articulate it succinctly) and guide them more effectively instead of having them try to guide you. It also makes you more efficient and effective since you can streamline your messaging.

Connect with Nichole on Instagram, LinkedIn, or via her ETHINTEGRITY PODCAST.

Brandpolish Academy was a game changer for how I approached my business. The modules and exercises empowered me to clarify who I am, my business, the needs and wants of my ideal client, and how to successfully connect with them and show them why my services can help solve their issue(s).

Ready to polish your brand?

Doors are now open to THE BRANDPOLISH ACADEMY. Learn more & join!