Mariana Lacombe

Mariana Lacombe’s advisory work had developed into several programmes, products and services. The brand needed to make that breadth easier to understand, with Mariana’s expertise providing a clear connection between the different offers.

What was changing

Mariana was developing the practice around her personal brand, with CEO Advisory becoming a commercial priority alongside her individual advisory work and wider ambitions.

The existing experience did not consistently explain how those services fitted together. Messaging moved between different styles, while the routes from discovering Mariana to choosing a programme needed greater clarity.

The task was to establish a recognisable brand across the offer and give prospective clients a clearer understanding of where to begin.

A clear role for the personal brand

We translated the agreed brand strategy into practical decisions about the offer, its presentation and the experience of choosing it.

Mariana became the organising presence across the brand. Each programme needed a distinct purpose and audience, while drawing credibility from the same person and point of view.

This shaped how we described the services, presented evidence and structured the routes towards an enquiry. The language needed to make the practical value of Mariana’s approach understandable while retaining the personality that distinguished her work.

LinkedIn was an important starting point. As an established channel for relationships and enquiries, it needed to introduce the same positioning, language and offer that people would encounter on the website.

Developing a clear direction

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.

Turning the direction into an action plan

We developed a phased plan connecting the strategic priorities with the work required to deliver them.

It covered the identity, website and programme pages, alongside content, email communication, resources and the experience of joining a programme. Sequencing the work helped establish which changes deserved attention first and which would support the practice’s longer-term ambitions.

The plan gave individual activities a shared purpose. A new resource, social post or landing page needed to contribute to a particular audience journey and commercial priority.

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.

A recognisable identity across the practice

We developed the visual identity across brand marks, typography, patterns and supporting graphics, then applied it to the places where people encountered Mariana’s work.

LinkedIn assets, social templates and email signatures brought consistency to everyday communication. Creative direction for a brand photoshoot connected the imagery with the same visual direction.

An online brand style guide documented how the identity and language should be used. This gave collaborators a practical reference as new materials and pages were developed.

• 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.

The result was a set of assets that could be used repeatedly across the practice while retaining a recognisable character.

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Making the offer easier to navigate

The different programmes required different explanations and routes to engagement.

CEO Advisory needed to communicate the value and structure of a group experience. Freedom Alchemy needed to explain a more selective individual partnership. Board Advisory and Corporate Programs required materials suited to their respective decision-makers.

We developed programme materials and workbooks around those differences, while keeping them connected to the wider brand.

Supporting resources, including the Business Freedom Scorecard, 7-Figure Routine and Money Blueprint, provided additional ways for people to encounter Mariana’s thinking. Each needed a clear relationship with the advisory offer it supported.

Connecting the website with the decision to enquire

The website work concentrated on helping prospective clients understand the offer and decide what to do next.

Programme pages brought the proposition, intended outcomes, supporting evidence and next step into a consistent structure. Application and enquiry routes reflected the nature of each service.

Resource pages explained what people would receive and why it might be useful, connecting downloads and tools with the relevant programme journeys.

The website became a more coherent extension of Mariana’s conversations and content, with fewer changes in language or emphasis as people moved between channels.

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Giving content a commercial purpose

We organised content around repeatable themes drawn from Mariana’s expertise and the agreed positioning.

Insights, explanatory posts, resources and client evidence each had a role in helping prospective clients understand the work. Content could introduce an idea, answer a question or lead towards a relevant programme.

This provided a clearer basis for planning communication and reusing material across LinkedIn, email and the website.

The strategy also retained Mariana’s wider ambitions around community contribution and entrepreneurship, giving those commitments a place within the brand’s direction.

What the work enabled

Mariana gained a connected identity, clearer programme presentation and a practical plan for developing the brand across channels.

Prospective clients could move from her public thinking to a relevant service with a more consistent understanding of the value offered. The practice also gained reusable materials and guidance for extending the brand as its advisory work developed.

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.