Mariana Lacombe

Challenge

Mariana Lacombe’s advisory practice delivered strong outcomes across Freedom Alchemy (elite 1:1), CEO Advisory (group), Board Advisory (governance‑level counsel), and Corporate Programs (leadership/culture initiatives). Yet the market experience felt fragmented; messaging alternated between corporate and esoteric; and journeys from discovery to purchase weren’t consistently clear. The strategic intent was explicit: pivot to a personal‑brand‑led ecosystem (Mariana at the center), reach $500K with CEO Advisory as priority (target: ~20 members in year one and ~5 Freedom Alchemy clients), build complete brand experience and fully developed funnels, showcase results (monthly case studies), and lay the path to board/corporate advisory and large‑scale events in the medium term.

Strategy

Rather than documenting workshops, the strategy codified the brand using the client’s Brand Strategy as the single source of truth. We aligned our build to five anchors from that document:

1. Brand Anatomy & Services  -  Position Mariana as an experienced advisor who integrates systemic practices and quantum principles with practical strategy; keep Freedom Alchemy, CEO Advisory, Board Advisory, and Corporate Programs visible as a unified ladder with clear pathways between them.
2. Audience, Positioning & UVP  -  Speak to two core segments (business operators; CEOs/founders) with a differentiated promise: simplify the complex, create harmony with wealth, and deliver measurable outcomes without hustle signaling. Use systemic and harmony as language guardrails.
3. Goals & Roadmap  -  Year‑one revenue and proof goals (CEO Advisory focus; monthly case studies; “sexy & unique” brand cues), plus mid‑term ambitions (events, luxury elevation for Freedom Alchemy, board credentials). Sequence work to move the money metrics early while paving the way for perception assets.
4. Personality & Messaging Hierarchy  -  Express a Visionary, Sophisticated, Harmonious Energy personality; keep communications explicit, outcome‑led, and human; avoid mystical abstraction; anchor copy in clarity, ROI, and lived experience.
5. Constraints & Preferences  -  Design for recurring revenue and retention; lean into human‑led LinkedIn DMs; de-emphasize generic ad funnels for now; minimize mandatory calls where possible while preserving vetting for high‑touch programs; respect hesitancy around video by providing friendly production ramps.

These anchors informed every downstream decision - identity, content, web, programs, funnels, and action plans - so the experience felt unified end‑to‑end.

Action Plan

The roadmap sequences quick wins first (so the market feels the shift immediately) and paces larger initiatives over the year to avoid context switching. Each phase ladders into the next: narrative → pages → programs → proof. Regular language audits ensure the voice stays sharp as assets scale and new opportunities (events, board work) come online.

Comprehensive Action Plan
We executed a unified 12‑month plan spanning identity activation, LinkedIn content and CTA mapping, website/landing page improvements (including program LPs for CEO Advisory, Freedom Alchemy, Board Advisory, Corporate Programs), email marketing alignment, evergreen content (blogs, webinars/workshops, long‑form/book exploration), interactive diagnostics (quiz/DIY assessment), video touchpoints, SEO optimization, a case‑study cadence, a consolidated resources page, and experience upgrades across delivery (onboarding/UX, community infrastructure, live events, and an intelligent upsell route). These streams moved in concert to lift perceived quality, conversion clarity, and retention.

Execution

Before touching visuals, the priority was to ensure identity served the strategy - not the other way around. We needed assets that communicate “personal brand at the center,” read crisply on social, and are easy for collaborators to deploy without diluting tone or quality. That meant building a living system (with documentation) rather than a static logo kit, and making LinkedIn - Mariana’s primary growth channel - the reference point for hierarchy, legibility, and language.

Identity Design & Activation

• Refreshed social banners, avatar treatments, and a clean email‑signature suite to raise perceived quality at first glance.
• Rebuilt LinkedIn (headline, About, Featured, Experience) to reflect the personal‑brand pivot, the three‑offer ladder, and the differentiated lexicon (systemic, harmony, simplicity beyond complexity).
• Shipped editable content templates (posts, carousels, reel covers) so daily output scales without drift.
• Published an on‑site Digital Brand Style Guide documenting typography scales, color tokens, image treatment, voice/lexicon, component rules, and do/don’ts - keeping collaborators aligned as assets expand.
• Creative direction for Mariana's brand photoshoot, including moodboard, shot list, wardrobe palette, locations, and a usage plan, so imagery matches the identity system and scales across web, social, and press.

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Programs & Products

Programs were tuned to match both the commercial goals (CEO Advisory growth; Freedom Alchemy selectivity) and the operating preferences that emerged in strategy (recurring revenue, reduced founder lift, premium experience). Instead of adding more content, we focused on cadence, accountability, and perceived value - so outcomes improve while Mariana’s weekly load stays sustainable.

CEO Advisory
A group-based advisory that helps overworked founders move from operator to visionary CEO. It blends practical business strategy with systemic practices and quantum principles to raise profitability, streamline operations, and create business-life harmony. The program includes weekly group training with open Q&A, monthly guest expert training, a monthly 1:1 accountability call with Mariana, a monthly deep subconscious session, an exclusive member portal with recordings and resources, and a two-day immersive live event.

Freedom Alchemy (Elite 1:1)
A year-long, bespoke partnership for seasoned founders who want true freedom, legacy, and wealth without staying trapped in day-to-day operations. It starts with a 360° assessment and a custom wealth and profit plan. You get weekly 1:1 CEO strategy sessions plus on-demand access, operational freedom and team empowerment work, mindset mastery and wealth frequency activation, and legacy/lifestyle design including exit planning and generational wealth vehicles.

Board Advisory
Governance-level counsel to elevate enterprise value, align leadership, and strengthen decision-making. Focus areas include strategic planning and growth, investor relations and financial strategy, M&A and integrations, high-performance leadership and succession, corporate governance and compliance, and technology/innovation strategy. We created enterprise-ready materials (bio, one-sheet, talk tracks) and a clear path to book calls.

Corporate Programs
Bespoke leadership programs for scaling companies that need confident leaders and self-sustaining teams. Programs begin with strategic assessments of each leader's strengths, gaps, decision styles, and team dynamics, then move to targeted 1:1 development to raise emotional intelligence, clarity, ownership, and performance. Highlighted outcomes include higher retention, lower turnover and absenteeism, profit growth in short timeframes, and creation of self-sustaining expert teams.

Productized Tools & IP  -  We formalized three digital assets that underpin delivery and conversion:

• 7‑Figure Routine: a practical operating rhythm aligning daily behavior with outcomes (used as a coaching artifact and nurture content theme).
• Money Blueprint (Advisory): vision → reverse timelines → wealth map → income planning → tracking five numbers (revenue, EBITDA, profit, revenue per client, revenue per team member).
• Business Freedom Scorecard: diagnostic across Celebration, Body, Satisfaction, Finances; doubles as a lead magnet and onboarding baseline.

Each program and products had their own workbooks desgined and created.

Web & Journeys

The website’s job is decision clarity, not decoration. Because Mariana already had a site, we concentrated on the highest‑leverage moves: sharpening promises, aligning proof to each audience, and standardising page structure so prospects always know what happens next. We also embedded the brand rules into the site (digital style guide) so any future page inherits the same standards without re‑teaching designers.

Program pages follow a consistent spine - promise → outcomes → proof → CTA - with applications where cohort quality matters (CEO Advisory; Board Advisory) and clear inquiry/briefing flows for Corporate Programs. For the Scorecard, 7‑Figure Routine, and Money Blueprint we published conversion‑ready landing pages using a resource pattern - context → value → what you’ll get → how it works → CTA - and linked these into nurture flows and DM scripts.

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Content Ecosystem

Content had to do three things at once: amplify Mariana’s distinct point of view, make the language from the strategy document usable day‑to‑day, and warm prospects toward specific programs without sounding salesy. We organized ideas into repeatable storylines and built formats that slot naturally into LinkedIn - with easy repurposing to Instagram/Facebook - so momentum compounds instead of resetting each week.

We instituted a weekly rhythm and proof plan: short insights for reach, carousel explainers for depth, monthly case studies to showcase outcomes, and a newsletter cadence with one idea • one tool • one invitation mapped to CEO Advisory, Freedom Alchemy, Board Advisory, and Corporate Programs. The content library also includes prompts and snippets that tie directly to the Scorecard, 7‑Figure Routine, and Money Blueprint so DM outreach and posts share the same language.

Positive Impact

The engagement didn’t just improve perception and conversion - it reinforced Mariana’s commitment to wider outcomes documented in the strategy. The brand now channels impact in two ways:

Social impact. Each client is encouraged - and equipped - to contribute to their communities, creating ripple effects beyond the engagement itself. The brand actively supports work in Guatemala and Brazil, including initiatives around housing and education.

Economic impact. The practice mentors female entrepreneurs in Africa to strengthen business performance and financial results. Clients are educated to embed economic and social‑impact activities into their strategy (from donations to philanthropy projects). As clients grow, they hire more people and raise wages, reinforcing the long‑term sustainability of their businesses and local economies.

Together, these pillars align with the brand’s stance on systemic change and harmony with wealth - making growth beneficial for leaders, their families, organizations, and the communities around them.