“Know your worth to discover a dream career with expert guidance.”
Katya Skinner, a seasoned career adviser with extensive executive-level experience, specialises in guiding middle and senior-level professionals in Australia toward better job opportunities and higher earnings.
Before we connected, Katya had been unsure how to structure her services and present her expertise effectively. She sought guidance on defining her career pathway and the unique value she could offer to clients. Together, we crafted a tailored strategy and personal brand concept that aligned with her deep recruiting expertise.
By understanding her clients’ worth, leveraging their strengths, and enhancing their soft skills and leadership abilities, Katya empowers professionals to secure roles where they can truly thrive. Now, she helps clients optimise their resumes and career profiles, prepares them for job interviews, and provides strategic career development support.
Project scope:
- Defining brand identity
- Developing a clear Tone of Voice
- Establishing core principles
- Crafting a reflective and authentic language
- Creating a precise client avatar
- Articulating a compelling mission statement
The story
My work with Katya began with an extensive discovery session, where we explored her ideas and vision for the personal brand she wanted to build. She shared her uncertainty about how to position herself – seeking the right concept that would fully encompass the support she could offer to her clients. One key question guided our discussion: Was she ready to define herself as a “career coach,” or was there a more precise title that reflected her expertise?
Through in-depth analysis of her professional background, her experience in recruiting diverse specialists, and her personal mission, we arrived at a decisive answer – Katya had to be a career adviser. Her role was not just about coaching but about providing structured, expert guidance to help professionals advance their careers and improve their lives.
To strengthen her brand identity, I recommended making English the primary language of communication. Together, we carefully selected words and messaging that aligned with her principles, expertise, and aspirations – ensuring they accurately conveyed the effectiveness of her approach and the value she brings to her clients.
The reward
As part of our branding strategy, we developed a code of values that included communication tips Katya could use across her brand. The feedback she provided was incredibly valuable and often led to adjustments, improving the flow and clarity of our ideas.
We carefully named and defined the services Katya could offer, ensuring they reflected the areas she wanted to focus on in her professional advice. One of Katya’s greatest strengths throughout the process was her ability to pause and reflect, allowing us to create a brand that was both meaningful and impactful.
A key breakthrough was identifying Katya’s target audience – this insight became the foundation for shaping her personal brand. We answered critical questions: Who wants the advice? Why do they need it? How can Katya help them? Additionally, I recommended optimising her LinkedIn profile as a key platform to strengthen her online presence.
Katya Skinner entrusted me with the responsibility of creating a comprehensive Tone of Voice guide that she could use in both professional and personal settings.
I am truly grateful for the opportunity to help Katya build her personal brand and guide her through this important transformation.
Need a Tone of Voice and Brand Identity guide? Book free consultation with me
The reward:
I have worked with Anna on developing my consultancy branding strategy. Throughout our work, Anna was extremely attentive to my opinions and feedback; she brought a wealth of marketing expertise to develop my case, and overall Anna proved to be very efficient in her work delivery, but most importantly, she is a very human-centric expert with a great level of empathy. I enjoyed every moment of my project work with Anna, and would highly recommend her as a very reliable and knowledgeable marketing expert.